1.0 Introduction
1.1 Background of the Study
In the world marketing, packaging of product is a very and vital name of no doubt, play a significant role in effective marketing of product especially consumer goods. In marketing, a consumer is said to be king and as such, much effort is made to draw the attention of this king through packaging. Many firms have confirmed that packaging has been playing an estimable role on consumer perception and selective retention.
According to Kotler (1980) many marketers thus have product, pricing, promotion and packaging that make up the marketing elements of the firms.
Onuoha and Egbuta (2007) maintained that packaging involved designing and manufacturing of the container or wrapper for a product and it performs the protective/promotional functions.
Also, technology and civilization have their own impact as regards to the state of the product packaging. Core Product Company like PZ PLC, Unilever, etc employs high technology, equipment and techniques in the design and production of product package.
Product and Packaging Process
Joy toilet soap and elephant blue detergent is two different product altogether, although they do almost the same work. The product of toilet soap or soaps generally is known as specification, which is the reaction between caustic soda and oil to produce soap, which has been processed with chemicals like titanium dioxide that make it soft, skin mild, gentle on both the suitable packaging for them to undertake further market research to identify more packaging materials and process PZ industries plc incorporated in England in (1884) was established in Nigeria in (1899). A multinational public liability company with 60% of its equity share held by Nigerians and 40% by foreigners. It started initially as a trading company across western coast of Africa.
They started with the marketing of palm-produce, cocoa, seeds, groundnuts and other cash crops. Today, they have expanded so much that they are into several forms of business. Companies under it include; Pz Pharmaceutical and Pz thermo cool. Pz industries today are principally engaged in the manufacturing of soaps and detergents. It brands of laundry soaps include Canoe, premier, green duck, tempo bar/tablet soap.
While its toilet soap brand includes Eva, Imperial leather, cussons soap, Venus, joy, premier, robber etc. The company has its sulphonation plant in Lagos where elephant temp and jet brands of detergents are manufactured. Also, at Lagos is the pharmaceutical and perfume plant. Its brand of pharmaceutical include Alagbin, Robb, ointment, Heated Chinese balm, maladrin, Roberts paracetamol, superadin, disinfectants etc.
1.2 Statement of the Problem
The depressed economic situation of Nigeria has really imposed problem to every operating firm in Nigeria. And these problems include: How appropriate packaging strategy would be able to minimize damages along channel of distribution.
How to effectively use packaging as a tool to increase sales volume. The appropriate strategy a firm should use to create the impression of inch ness through packaging.
The right material to be most appropriately used for packaging and be able to withstand competition.
1.3 Objectives of the Study
In the world of business, which takes place in dynamic and competitive environment, packaging has assumed a major and ancillary role of conformity and profitability of every consumer product growing concern.
- To verify whether packaging plays a significant role on sales volume and profitability.
- To identify if p[packaging serve the objective or purpose of appeal to consumers
1.4 Research Questions
The questions stated below were postulated for verification in this study.
- What influence has packaging on sales volume and profitability?
- What is the role of packaging creating utility, product definition, storage and dispensing?
- Does packaging solve the mutual interest of both products and consumers?
- Does packaging ease the problem of identification during purchase?
1.5 Significance of the Study
The significance of this study is that, it made the firms and marketers to understand that one of the most vital packaging strategies today in supermarket and drug stores is the visual effects of the package (i.e. self selection). It was gathered that information on product packages is on higher demand as it is through these information that consumers can make their choices.
1.6 Scope of the Study
The research work is centered around Aba in ABIA state where pz plc, the case study is operating a plant.
The study embraces consumer behaviour around Aba. Because of constraint of time allowed completing the research work and inadequate fund available to finance the work. The areas of emphasis include the relevance of packaging and its contribution to the organization (PZ plc, Aba).
1.6 Limitation of the Study
This study was confirmed with some constraint below are some of the factors that delayed the progress and early completion of this work.
Time:
This work would have been better that what it is if enough time was given to travel to different part of the country and companies for collection of data.
Transportation:
Due to the high cost of transportation fares caused by bad roads, fuel scarcity, it was not possible to travel to different parts of the country in collection of more data.
Lack of Materials:
The unavailability of goods and up to-date textbooks, journals etc libraries and in accessibility of the internet to the common man also hampered the progress of this work.
1.7 Definition of Terms
For clarity of purpose, the following terms are defined
Package:
This means the activities of designing and producing container or wrapper for a product identification and protection against damage spoilage and theft.
Perception:
This is a complex process by which people select organize and interpret sensory stimulation into meaningful and coherent picture.
Marketing:
As human activities directed as satisfying human ness wants through exchange process (at a profit)
Strategy / Strategic Planning:
Is the process of determining the objective of organization, the adoption of course of action and the allocation of resumes necessary to achieve this objective like packaging objectives.
Going Concern:
Study, mastery and utilization of manufacturing methods and industrial acts, systematic application of knowledge to practical task in industry.
Technique:
Method of doing something expertly, technically or mechanically skill in art.
Industry:
This is being employed in trade manufacturing, distribution and commerce. Put differently, its firms producing a similar product.
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