ENEMS MICROSYSTEMS RESEARCH SPOT: Packaging

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Thursday 16 March 2023

A STUDY OF PRODUCT PACKAGING AND BRANDING IN THE MARKETING OF SHOPPING GOODS IN NIGERIA

A STUDY OF PRODUCT PACKAGING AND BRANDING IN THE MARKETING OF SHOPPING GOODS IN NIGERIA

A CASE STUDY OF ROYAL CERAMIC NIGERIA LIMITED

CHAPTER ONE

1.0 INTRODUCTION

Packaging and branding have becomes very important activities in the production and marketing of good and services. Packaging can be defined as all the activities in production planning that involve designing and producing the container or wrappers for a product. Packaging is obviously closely related to labeling and branding because the label often appears on the package and the branding is typically on the label. Packaging plays two basic roles, protection of the content and communication about the product. As a protecting tool, it helps in the storing, reduction of damage and loss of goods in transit, minimized pilferage and tempering of products in the course of handling. Is a protective device against product damage, contamination, evaporation and chemical change. Packaging helps to identify a product and thus may prevent substitution of competitive goods. Packaged good generally are more convenience.

Packaging as a means of communication involves a series of marketing activities. A firm may package it product in such a way as to increase profit possibilities. Package may be so attractive that customers will pay more just to get the special package.

Packaging as a salient salesman- when a product tends to sell itself without the company promotion then we say the package is serving as a salient salesman. Branding on the other hand means the use of a name, term, symbol or design or a combination of these which is intended to identify the goods and services of one seller or group of seller and to differentiate them from those of competitors. Brand encourages repeat sales- if a product proves satisfactory to a customer; brands make it easy for the consumer to locate that product for repurchase.

Brands simplify sales promotion – effective sales promotion depends (mainly) on branding or identifying the products. Through branding, the quality and quantity of production can be controlled. This means that poor quality which might reflect unfavorable an other products and discourage future trade-could be traced back to the quality producer. With the increase in the number of similar production in the marketing today which has in term led to the persistent increase in the level of competition among producers, individual firm do not only improve on the quality of their product, but try to differentiate their products from those of competitors. This can be achieved through the use of attractive and distinctive packaging and branding.

Hence, this project aims at finding out whether or not packaging and branding are really relevant in the marketing of shopping goods with special reference to royal ceramics Ltd, area sales office Suleja on the Abuja, Kaduna highway.

1.1 HISTORICAL BACKGROUNG OF THE CASE STUDY

Historically, Royal ceramics Ltd was established in the year 1992 in Nigeria at Suleja on the Abuja-Kaduna highway about 45km from the capital city of Abuja. Royal ceramics remains the first and art pioneering ceramics unit in sub-Saharan Africa, producing wall tiles, floor tiles, porcelain tiles, red clay blocks and sanitary wares under a single roof.

THE PERFORMANCE

In product terms an early commitment to quality was made, also the development of port folio of production acceptable and specific to the taste and heeds at Nigerians has been a man plank from the earliest days. Royal ceramics products are distributed all over Nigeria and we understand that a good percentage of their products find their way to some of our neighboring countries such as Niger, Chad and Cameroon. In Nigeria they are the leading source of locally produced ceramic – ware and it is estimated that they have nearly 40% of the market share. Royal ceramics stockists and distributors numbering 72 are uniformly distributed geographically all around Nigeria. They team of marketing professional keep touring all round the country periodically to ensure top quality customer service and also to be in touch with the ground reality of the competition from other local and foreign producers. Royal tiles both wall tiles and floor tiles are available in variety of 750 standard designs and also custom designed tiles in special sizes and designs are also made available for special customers. We market wall tiles, vitrified floor tiles and glazed floor tiles in the thickness range of are 6mm to 12mm. The tiles sizes that are usually available are 6×6, 8×12, 8×8, 12×12 and 16×16. Sanitary ware are available in patented Italian designs and also custom made designs in various colours. The popular colours are white, sky-blue, grey and light pink. Royal has got sophisticated wing for producing quality products by testing raw materials before production, every stage to production and also finished products. The R&D (Research and Development) holds the responsibility for developing of body, ensuring the production department to produce the right product with right specifications.

Services- Royal has got a service department to educate the lying techniques to tillers and mason and also to attend the queries of customers. They act as a bridge between the company and customers.

The initial investment was USD $ 20million, and over the years the addition and modifications have increased the investment level to well over USD$30million.

THE BRAND

The business of a company is centered on serving the consumer with the high quality product. Through the large distributor network, and strong brand developed over one a decades, Royal tiles remain one of the most widespread and population brands in West Africa.

Wall tiles and floor tile plants:

The 2 plants are capable of producing wall tiles, vitrified floor tiles and glazed floor tiles in the thickness range of 6mm to 12mm. the tiles sizes that can be made in this plant are 150mm x 150mm, 200mm x300mm, 200mm x 200mm, 300mm x300mm and 400mm x 400mm. OR you can still use short form of it by saying 150m x150m =6 x 6, 200mm x300m = 20 x30, 300m x300m =30 x30, 400m x 400m =40 x40 . All the equipment has been sourced from SACMI, Italy and the plants are capable of producing 4million square meter of tiles per annum. The production lines are equipped with multiple printing stations, enabling the production of multiple coloured tiles. Royal have a large stock of a variety of punches and in- house screen lab to produce innumerable designs for the market. To improve the quality of product and save on the foreign exchange from importation Royal had recently begun manufacturing frits for their own purpose and for other industries in Nigeria. Royal now have the capability to produce 20MT of first a day a significant boost to the local economy.

THE PEOPLE

The unit employs 2, 200 Nigeria directly and indirectly and 30 Indians expatriates, it is estimated the another 8000 Nigerians are employed in the various sectors such as mining, supply of raw materials, distribution of finished products e. t .c they provides accommodation to their employees.

1.2 STATEMENT OF PROBLEM

It is an established fact that companies irrespective of where they are situated, what and how they produce, who their share holders are etc, face one form of problem or the other. These problems are often caused by such factors as : high level of competition, political instability fuel scarcity, competitors copying their design, qualified personnel, and raw materials .

Actually, their raw materials yard is capable of holding nearly 50,000 tons of raw materials at any given time. Considering the extended rainy season in Nigeria such a huge storage capacity becomes a necessity. But had it being some imported items such as transparent & opaque frit, zinc oxide, color pigments, printing base, magnesium silicate etc.which they import from Spain, Italy India and other European countries are found in Nigeria the product would have being at a cheaper rate.

On several occasions, the government has raced embargo on the importation of raw material and machineries which has in turn made it very difficult for manufacturers to supplement home supply with imports. Competition is another problems that most companies are now facing today and this has force them to decide new strategies to enable them gain some competitive edge over their rivals. The development of implementation of efficient and effective strategy involves a lot of money ,time etc which would have been challenged towards the achievements of other organization goals. Since packaging and branding add to lost of price ,it is argued in many ways that whether it should continue or not, it is against this back-ground that the researcher carried out this research work to find out relevant of product packaging and branding in the marketing of shopping goods with special reference to Royal ceramics Ltd.

1.3 SIGNIFICANCE OF THE STUDY

The importance of this study includes the following.

To develop and transform the researcher theoretical knowledge in to practice one especially as it relates to packaging and branding.
To shows the relevance of product packaging and branding in the marketing of shopping’s goods.
To serve as a reference materials for research work in related fields.
To help researchers in the field of study identify and access the important of packaging and branding in marketing of shopping goods.
To satisfy one of the basics condition for the award of National Diploma (ND) in department of marketing Nasarawa Federal Polytechnic, Nasarawa state.

1.4 OBJECTIVES OF THE STUDY
The main aims and objectives of the study include the following:-

To find out if packaging and branding have any impact on company (Royal ceramics Ltd) turnover.
To find out whether or not packaging and branding help to lower the manufactures cost of distributions and promotions.
To find out whether or not packaging and branding facilities products differetiations.
To determine whether or not packaging and branding provides the much needed information about a product.
To find out why Royal ceramics Ltd uses packaging and branding in the marketing of their products.
To provides the researcher with an insight in the field of study.

1.5 SCOPE OF THE STUDY

Packaging and branding are very important activities in the production of marketing of goods and service in all manufacturing industries will be very difficult if not impossible considering the cost involves time constraint. Base on these, the study is confirmed to Royal ceramics Ltd Nigeria. The relevance of products packaging and branding in the marketing of shopping goods is the essence of this research works.

1.6 STATEMENT OF HYPOTHESIS

To decide on the outcome of the study, the following hypothesis are formed to be tested as well as to obtain meaningful information that will aid the marketing of valid conclusions and recommendations.

HI: Packaging and branding are relevant of shopping goods

HO: Packaging and branding are not relevant in marketing of shopping goods.

Note: HI: means alternative hypothesis, HO: means null hypothesis.

1.7 LIMITATIONS OF THE STUDY

In the course of writing a project of the nature one encounter are difficulties which include among other: the problems of locating respondent’s .some of the few that were located responded to the questionnaire reluctantly. The researcher also found it difficult to obtain vital information from the company (Royal ceramics Ltd, Nigeria) As much information are considered very crucial for the survival of the organization, in the same vain ,the project work is much tasking as it was not easy to obtain material ,the cost involves in typing ,photocopying and binding as a student . Inadequate time was another problem the researcher encountered, since the researcher has to share the available time among his normal academic work and the project work both of which are time consuming.

Consequently, very short time was left for this write-up which thus meant that the work was done in haste in order to meet up with the submission date. Lecturing which is the main task of every lecturer tends to limit the frequency of project supervision.

1.8 DEFINITION OF TERMS

The terms below have been defined in relation to the context in which they are used in this study for the sole purpose of clarity.

1) MARKETING: According to the institute of marketing U.K, marketing is defined as the management process responsible for identifying, anticipating and satisfying customer requirements profitably while American marketing Association considers marketing as the performance of business activities that direct the flow of goods and service from producer to consumer or user.

2) PRODUCT: Njioku (2000), says that product is the object of a market offer by the firm or producer to the consumer or user.

Nwokoye (1981:95) defines product as “a bundle of physical and psychological satisfaction that a buyer receives from a purchase”

Kotler (1976:183) on his own part states product as anything that can be offered to a market for attention, acquisition, or consumption; it includes physical object, services, personalities, place organizations and ideas.

3) PRODUCT MIX: Is a composite or total number of products produced and market by a firm or business unit. It can also be seen as the full list of all products offered for sale by a company. E.g. cameras, photographic supplies chemicals plastics etc .this would include all product all product lines and product items handled by a company.

4) PRODUCT LINE : Is a group of products that are closely related either because they satisfy a class of need , are used together, sold to the same customer groups, marketed through the same types of outlet or fall within price range e.g. Guilder, Star etc.

5) BRANDING: Is a way of distinguishing a company’s product from those of competing products by assigning names or symbols to these product.

6) BRAND: Njioku (2002:69), on his own parts, a brand is a name, term, symbols or design or a combination of them which is intended to identify the goods or service of one seller or group of sellers and to differentiate them from those of competitors.

7) BRAND NAME: Consists of words, letters\ or numbers which may be pronounced e.g. Toyota, Honda e.t.c

8) BRAND MARK: Is the part of the brand which appears in the form of symbol, design, or distinctive coloring and lettering, it can be recognized by size but cannot be vocalized.

9) TRADE MARK: A trade mark is a brand which is given legal protection because under the law it has been used exclusively by one seller. It therefore follows that trademarks are brands and include words, letters number, etc. which may be pronounced as well as pictorial design

10) FAMILY BRAND: This is a single brand name used for the several related products. Brands may be family or individual brands. It is “blanket or family brand” When the brand name is applied to several products or to each grade of company merchandise.

11) BLANKEY BRAND: This is a brand that is applied to an entire product mix or to a product in a particular line.

12) INDIVIDUAL BRAND NAME: This applies to only one product e.g. Volkswagen uses individual brand name for Passat, Jetta, Golf, Audi etc A series of individual brands is more difficult to market and manage because each brand is to be promoted separately and often must be under the direction of a separate division or department. Unilever uses individual brands for close-up, Lux, Omo e.t.c.

13) BRANDING DECISIONS: Brand strategy is intimately tied up with the question of product mix strategy. A marketer addresses three difficult decisions on brand strategy. The first is whether, and to what extent he should put brand names on his products. His second is whether the brand names should be those of his firm or of the distributors. His third is whether his own brands should go under one, a few or many individual names.

14) BRAND EXTENSION: A brand extension strategy is any effort to use a successful brand name to launch product modifications or additional products.

15) CO- BRANDING: This is the practice of using the established brand names of two different companies on the same products.

16) MULTI- BRAND: This is a strategy under which a seller develops two or more brands in the same products category. A multi brand strategy enables the company to take advantage of different market segments. Consumers respond to various appeals.

17) BATTLE OF BRANDS: It will be observed that the product mix in any large wholesale or retail establishments provides strong evidence that marketing today involves a battle of brands. Many food retailers handle 5 to10 manufacturers’ brands of product such as tea or coffee with 2 or 3 of their own privates in addition. These brands compete or battle against one another for acceptance by the consumers and for shelf- space.

18) BRAND AWARENESS: This refers to the buyers ability to identify (recognize or recall) the brand within the category insufficient details to make a purpose.

19) PACKAGING: This refers to the general group of activities in product planning which involves designing and producing the container wrapper for a product.

20) PRIMARY PACKAGE: This refers to the product immediate container e.g. the tube holding toothpaste.

21) SECONDARY PACKAGES: This is the additional layer or materials that protect the primary package and is thrown or discarded when the product is about to be used e.g. the cardboard containing the tube of toothpaste.

22) MULTIPLY PACKAGE: This is the practice of placing several unit of product in one container.

23) INDUSTRIAL GOODS: This can be also called producer goods, there are those intended for use in making other products for rendering a service in the operation of a business or institutional enterprise. Industrial goods are not produced for their own sake but are destined for use in the production of other goods or rendering services.

24) CONSUMER GOODS: These are goods the consumer purchase for imitate use or goods purchases for ultimate satisfaction of personal and family needs.

25) CONVENIENCE GOOD: These are goods the consumer need but is not willing to spend much time and effort shopping by soap, .newspapers e.t.c.

26) STAPLE GOODS: There are convenience goods which the consumer knows he wants before he sees them and which he plans to buy as possible and with minimum of effort. E.g. drugs, food materials and other household.

27) IMPULSE GOODS: These are an item that as soon as a consumer sees them in a store\ shop a signal comes to him that he needs them and he buys immediately.

28) SHOPPING GOODS: These are those consumers’ goods which the customer, in the process of selection and purchase, characteristically compares on such basis as suitability, quality, price, and style. E.g. ceramics, furniture e.t.c. 29) SPECIALITY GOODS: They are those consumers’ goods with unique characteristics and\or for an identification for which a significant group of buyers are habitually willing to make a purchasing effort. e.g. photographic equipment, men’s suit e.t.c.

Tuesday 28 February 2023

THE RELEVANCE OF PRODUCT PACKAGING AND BRANDING IN THE MARKETING OF SHOPPING GOODS

(A case study of Royal Ceramic Nig. Ltd Abuja, Kaduna Road, Suleja)

ABSTRACT

This research work is aimed at determining the relevant of product packaging and branding in the marketing of shopping goods with special reference to Royal ceramics Nigeria limited. The organized field work, interview, observation, questionnaires and other documentary materials formed the sources of data and information for this research .All data collected were analyzed by means of descriptive statistics and with the use of tables, frequency and percentage. Seventy (70) questionnaires were distributed but fifty (50) were filled and returned properly. Finally recommendations and conclusion were drawn based on the findings.

CHAPTER ONE

1.0 INTRODUCTION

Packaging and branding have becomes very important activities in the production and marketing of goods and services. Packaging can be defined as all the activities in production planning that involve designing and producing the container or wrappers for a product. Packaging is obviously closely related to labeling and branding because the label often appears on the package and the branding is typically on the label. Packaging plays two basic roles, protection of the content and communication about the product. As a protecting tool, it helps in the storing, reduction of damage and loss of goods in transit, minimized pilferage and tempering of products in the course of handling. Is a protective device against product damage, contamination, evaporation and chemical change. Packaging helps to identify a product and thus may prevent substitution of competitive goods. Packaged good generally are more convenience.

Brands simplify sales promotion – effective sales promotion depends (mainly) on branding or identifying the products. Through branding, the quality and quantity of production can be controlled. This means that poor quality which might reflect unfavorable another products and discourage future trade-could be traced back to the quality producer. With the increase in the number of similar production in the marketing today which has in term led to the persistent increase in the level of competition among producers, individual firm do not only improve on the quality of their product, but try to differentiate their products from those of competitors. This can be achieved through the use of attractive and distinctive packaging and branding.

1.1 HISTORY OF THE COMPANY

THE PERFORMANCE

In product terms an early commitment to quality was made, also the development of portfolio of production acceptable and specific to the taste and heeds at Nigerians has been a man plank from the earliest days. Royal ceramics products are distributed all over Nigeria and we understand that a good percentage of their products find their way to some of our neighboring countries such as Niger, Chad and Cameroon. In Nigeria they are the leading source of locally produced ceramic – ware and it is estimated that they have nearly 40% of the market share. Royal ceramics stockists and distributors numbering 72 are uniformly distributed geographically all around Nigeria. They team of marketing professional keep touring all-round the country periodically to ensure top quality customer service and also to be in touch with the ground reality of the competition from other local and foreign producers. Royal tiles both wall tiles and floor tiles are available in variety of 750 standard designs and also custom designed tiles in special sizes and designs are also made available for special customers. We market wall tiles, vitrified floor tiles and glazed floor tiles in the thickness range of are 6mm to 12mm. The tiles sizes that are usually available are 6×6, 8×12, 8×8, 12×12 and 16×16. Sanitary ware is available in patented Italian designs and also custom made designs in various colors. The popular colors are white, sky-blue, grey and light pink. Royal has got sophisticated wing for producing quality products by testing raw materials before production, every stage to production and also finished products. The R&D (Research and Development) holds the responsibility for developing of body, ensuring the production department to produce the right product with right specifications.

Services- Royal has got a service department to educate the lying techniques to tillers and mason and also to attend the queries of customers. They act as a bridge between the company and customers.

The initial investment was USD $ 20million, and over the years the addition and modifications have increased the investment level to well over USD$30million.

THE BRAND

WALL TILES AND FLOOR TILE PLANTS

THE PEOPLE

1.2 STATEMENT OF THE PROBLEM

It is an established fact that companies irrespective of where they are situated, what and how they produce, who their shareholders are etc., face one form of problem or the other. These problems are often caused by such factors as: high level of competition, political instability fuel scarcity, competitors copying their design, qualified personnel, and raw materials.

Actually, their raw materials yard is capable of holding nearly 50,000 tons of raw materials at any given time. Considering the extended rainy season in Nigeria such a huge storage capacity becomes a necessity. But had it being some imported items such as transparent & opaque frit, zinc oxide, color pigments, printing base, magnesium silicate etc. which they import from Spain, Italy India and other European countries are found in Nigeria the product would have being at a cheaper rate.

On several occasions, the government has raced embargo on the importation of raw material and machineries which has in turn made it very difficult for manufacturers to supplement home supply with imports. Competition is another problems that most companies are now facing today and this has force them to decide new strategies to enable them gain some competitive edge over their rivals. The development of implementation of efficient and effective strategy involves a lot of money, time etc which would have been challenged towards the achievements of other organization goals. Since packaging and branding add to lots of price ,it is argued in many ways that whether it should continue or not, it is against this back-ground that the researcher carried out this research work to find out relevant of product packaging and branding in the marketing of shopping goods with special reference to Royal ceramics Ltd.

1.3 SIGNIFICANCE OF THE STUDY

The importance of this study includes the following.

To develop and transform the researcher theoretical knowledge in to practice one specially as it relates to packaging and branding.
To shows the relevance of product packaging and branding in the marketing of shopping’s goods.
To serve as a reference materials for research work in related fields.
To help researchers in the field of study identify and access the important of packaging and branding in marketing of shopping goods.
To satisfy one of the basics condition for the award of Higher National Diploma (HND) in department of marketing Nasarawa Federal Polytechnic, Nasarawa state.

1.4 OBJECTIVES OF THE STUDY
The main aims and objectives of the study include the following:-

1 To find out if packaging and branding have any impact on company (Royal ceramics Ltd) turnover.

2. To find out whether or not packaging and branding help to lower the manufactures cost of distributions and promotions.

3 To find out whether or not packaging and branding facilities products differentiations.

4. To determine whether or not packaging and branding provides the much needed information about a product.

5. To find out why Royal ceramics Ltd uses packaging and branding in the marketing of their products.

6. To provides the researcher with an insight in the field of study.

1.5 SCOPE OF THE STUDY

1.6 STATEMENT OF HYPOTHESIS

H_I: Packaging and branding are relevant of shopping goods

H_O: Packaging and branding are not relevant in marketing of shopping goods.

Note: H_I: means alternative hypothesis

H_O: means null hypothesis.

1.7 LIMITATIONS OF THE STUDY

In the course of writing a project of the nature one encounter are difficulties which include among other: the problems of locating respondent’s .some of the few that were located responded to the questionnaire reluctantly. The researcher also found it difficult to obtain vital information from the company (Royal ceramics Ltd, Nigeria)As much information are considered very crucial for the survival of the organization, in the same vein ,the project work is much tasking as it was not easy to obtain material ,the cost involves in typing ,photocopying and binding as a student .Inadequate time was another problem the researcher encountered, since the researcher has to share the available time among his normal academic work and the project work both of which are time consuming.

1.8 DEFINITION OF TERMS

The terms below have been defined in relation to the context in which they are used in this study for the sole purpose of clarity.

MARKETING: According to the institute of marketing U.K, marketing is defined as the management process responsible for identifying, anticipating and satisfying customer requirements profitably while American marketing Association considers marketing as the performance of business activities that direct the flow of goods and service from producer to consumer or user.

PRODUCT: Njioku (2000) says that product is the object of a market offer by the firm or producer to the consumer or user.

BRANDING: Is a way of distinguishing a company’s product from those of competing products by assigning names or symbols to these product.

BRAND: Njioku (2002:69), on his own parts, a brand is a name, term, symbols or design or a combination of them which is intended to identify the goods or service of one seller or group of sellers and to differentiate them from those of competitors.

BRAND NAME: Consists of words, letters\ or numbers which may be pronounced e.g. Toyota, Honda etc.

BRAND MARK: Is the part of the brand which appears in the form of symbol, design, or distinctive coloring and lettering, it can be recognized by size but cannot be vocalized.

TRADE MARK: A trade mark is a brand which is given legal protection because under the law it has been used exclusively by one seller. It therefore follows that trademarks are brands and include words, letters number, etc. which may be pronounced as well as pictorial design

THE IMPLICATION OF BRANDING AND PACKAGING OF A PRODUCT

THE IMPLICATION OF BRANDING AND PACKAGING OF A PRODUCT

(A case study of NASCO Group of Companies Jos, Plateau State)

ABSTRACT

The objective of this project work is to highlight the important of branding and packaging to a product. This study is significant because, it will help in solving the statement problems of branding and packaging in marketing firm. A review of relevant literature done by other writes on this subject will be carry out by the researcher. It’s objectives in branding and packaging a new product is to have positive satisfaction from consumers and to gain the highest market share in a competitive marketing environment. The study aimed at identifying the strategies of branding and packaging in competitive product with the view to avoid new product failure. Summary, conclusion and recommendation will be made.

CHAPTER ONE

INTRODUCTION

1.0 Introduction

The ultimate aim of product is simple to satisfy the needs and wants of the consumer. A product should be given a unique brand name to distinguish it from other goods. The name should be distinctive and easy to pronounce and it should capture the essential product concept.

Packaging: The basic function of packaging is to protect the product; hence it must be durable so as to survive handing during distribution. Additionally, packaging fulfills an important promotion function branding and packaging as name implies are major items of promotion strategy.

The skill of professional marketers is the ability to create, maintain protect and enhance branding on other hand, developing a branding product which requires a great deal of long investment spending especially, for advertising, promotion and packaging .The research project aims is to examine the effectiveness of branding and packaging that is in existence in NASCO group of companies, Plateau State. The production manager is left with the choice of how to brand and package their product effectively so as to identify seller of the same product to differentiate them from that of their competitors.

1.1 Historical background of the case study

Innovation, diversification and growth with faith in the Nigeria economy, which diversified into the production of wide range of products manufacture through associated companies. The company started operation in 1963 with the establishment of Jute Bag Manufacturing Factory in Jos.

NASCO Food (Nigeria Limited) Jos, Plateau State produces the well-known NASCO biscuits in Nigeria 20 varieties to suite every state and every occasion. The company now produces cornflakes and wafers.

NASCO Pack Limited, Jos Is a manufacture of converter of packaging materials including corrugated sheets and boxes printed transweep film and poly bags cellophanes multicolour offset printed cartons and labels.

NASCO Confectionery Company Limited Jos Manufacturing arranges of sweet, jelly, bubbles gum, toffee and other confectionaries. The company’s products are targeted mainly for children and adult.

Nasco House Holds Products produces NASCO detergents soap action bonus brytex solar Hi powersplash, Nova, plus bar soap and beauty soap.

1.2 Statement of the problem

In carrying out this research, a lot of factors were identified as the possible problems of the successful branding and packaging of a product. The advantages and important of branding and packaging to the success of a product, while some condemns it, such problem are expressed as follow

Customer perception: This have a great effect in branding and packing, since it has to do with the way consumer or target audience fell and their attitude towards the product.
To find out the possible effect of intensive advertisement on a product
To establish the product differentiation and high quality product over competition items already in market.

1.3 Objective of the study

The objective of the study is mainly concerned with the effective branding and packaging implication for marketing firms where NASCO Company Jos is the case study under the marketing firms.

Because of the fact that we are using one firm in relation to other marketing firm may affect the generation of our findings as this project does not claim to have all fact about marketing firms due to some certain limitation but it all provide insight to our case study.

The general purpose of this empirical study is to assess the implication of branding and packaging of a product with reference to NASCO Group of Company Jos, Plateau State. The specific objectives are:

To assess the implication of branding and packaging of a product in an organization.
To determine the impact of branding and packaging in an organization.
To make recommendations based on the research findings.

1.4 Significance of the study

The project will be of important to the NASCO group of company .In adopting a more effective way in branding and packaging to take care of uncertainty in the future which is likely to occur in the industry especially in marketing new product.

The findings of the study will also be of immense benefit to other companies who may wish to carry out further research work on how branding and packaging can be used when a new product is introduced into the market. The finding will be useful to students, institutions who may be interested in research.

1.5 Statement of hypothesis

H_o: Proper branding and packing does not offer a superior protection to the product.

H_i: Proper branding and packaging offers a superior protection to the product.

1.6 Scope of the study

The study is limited to branding and packaging in a competitive marketing environment in NASCO Group of Company Jos, Plateau State.

1.7 Limitation of the study

Since constraints are features of every human activities limiting the means by which such activities are carried out it is therefore not expected that same constraint have impact on the quality of these research work and these limitation includes:

The time schedule for the completion of the research work was insufficient for detailed collection of data.
Financial constraint: Capital has been rated the most important resources to carry out a given project. Research work to this end was not left out because the information needed to write this project was not gathered in one place.

The researcher was also faced with financial problems. Researcher work is very tedious because it requires running from one place to another in search of information, books, Journals, paper and reports must be consulted but are not always available within, there was the need to travel to gather some of the materials which involved money. Also the researcher printed questionnaires which were distributed to the staff of NASCO Group of Company, Jos which also involved money.

Some respondent were skeptical to reveal certain information that were vital to the success of this research works.

1.8 Definition of terms

Logo: A printed symbols designs for used by company which serve as it special sign.

Symbol: A mark or sign with a particular meaning

Packaging: Is the general activities in product planning which involves designing and producing the container or wrapper for a product.

Brand name: Is that part of a brand that people can vocalize alterably e.g. NASCO water product NASCO

Trade name: Names use to identify a particular type of product or is the actual legal name of a company.

Thursday 6 January 2022

A STUDY ON THE EFFECT OF PACKAGING ON CONSUMER BUYING HABITS

(A case study of Paterson Zouchonis (PZ) Cussons Nigeria Plc. Abuja)

ABSTRACT

This research work sought to identify the reaction of consumers towards a well-designed packaged product. The researcher highlighted the facts associated with the objectives of this study. The introductory part discussed the statement of problems that affects designing packages, the effect of new changes in the package design and also to know the impact of technology in packaging. The research instrument used for data collection was mainly questionnaires, personal interviews and personal observations. The needed data were collected from staff and customers of Paterson Zouchonis (PZ) Cussons Nigeria Plc, Abuja. Also talk about the data presentation and how it was analyzed, the method of testing the hypothesis and the finding of the research that package should be designed in such a way to motivate and convey the intended message about the product which can be a promotional tool in enticing consumers to purchase product and also enhance decision making of an organization.

CHAPTER ONE: INTRODUCTION

1.0 BACKGROUND OF THE STUDY

The world as it is now is full of changes and we are living in an era of rapid changes, they are changed in all works of life, the well-being of the population has changed drastically, our beliefs, values, culture, technology have also undergone some form of changes as well. There are more indications to show that these changes will continue to take place in future and even in a faster rate.

The behavior of the consumer also changes in line with the modern change of the world and as such there is need for producer to drastically change in line with consumer taste and fashion in other not to be pushed out of the market and to meet with consumer demands at all levels.

In other for manufacturers and marketers to meet the demand of the consumers and also compete favorable with competitors, they have to take into consideration the controllable variables, which are the marketing mix that are within the control of the market and the marketing mix modification is quite appreciable, nevertheless, more attention should also be laid on packaging which is quite part of the consumer product and also the first to appeal to the eyes of the consumers before the real product.

Packaging is extra marketing activities that demand variable consideration and allocation of funds as well as long time innovation/ideas. Packaging handles the designing of packs of a product which in recent times is considered as market techniques and packaging of a product have the ability to capture the eye and mind of consumers at sight before even the product in question.

Packaging is a dynamic, complex and controversial business area. The dynamism of packaging is opting to produce corresponding change in production and marketing system. Packaging can be thought of producing three basic functions: as protection, containment and also a competitive tool against competitors, as a result the behavior of consumers towards attractive packs should be checked and corrections made immediately. Packaging was not always thought of in this way; it was only recently that it has been used as extended marketing tool of an organization.

Packaging and expenditures remain valid for a long time providing the pack receives a wide acceptance by being so attractive to the consumers, unlike advertising which is constantly paid for in any chance booked. Packaging is a silent salesman of any company’s goods. The complexity of modern marketing with emphasis on self- service place a tremendous responsibility on packaging and it is achieving the target result to the companies that understand its fall potentials and problems and equally use it properly.

If precisely the role of packaging in marketing is understood by the management, then there will be effective decision of funds allocated to packaging with just little advertisement to introduce the product to the market and allowing the packaging of the product to sell the product. To some organization, since the packaging of the product influences consumer behavior, there should be continuous change of pack to suit the consumer’s requirement and also packs should be made to look more attractive to consumers at all time.

PZ Cussons Nigeria Plc. engaged in the manufacturing and marketing of wide range of product such as detergents, soaps, pharmaceuticals, toiletries, cosmetics, medicament, hair care, baby care, skin care, perfumes, confectionaries, electrical goods and nutritional product, with its headquarters located at town planning way Illupeju, Ikeja Lagos and their manufacturing unit in Illupeju, Ikorodu and Aba. The company sells its products under the following brands:

Detergents: Elephant, Jet, Morning Fresh Temp, Zip

Soap: Duck, Canoe, Premier Antiseptic, Drum, Imperial leather, Camel and Joy Soap.

Hair Care: Venus Hair Food Dress, Venus Hair Styling, Venus Hair

Shampoo and Conditioner, Venus Hair Treatment, Venus Hairnolye Relaxer, Venus Hairlye Fortify

Baby Care: Nigeria Baby Care, Cussons Baby Range, Cussons Powder and Pears Baby Oil.

Confectionaries: Minta, Superminta, Cough Sweets, Flourish, Mint Fresh.

Skin Care: Venus, Venus Lotion, Stella Pomade, Joy, and Carex.

Perfumes: Joy Colognes, Dan Duala, Venus Perfume Gold.

Pharmaceuticals: Super Atlas, Maladrin, Zubes.

The major concern of this project work will be on premier antiseptic, which is a new product that was introduced into the market to compete with other antiseptic soaps in the market. The packaging was the first to sell before the product because the pack was very attractive to the eyes.

1.1 STATEMENT OF THE PROBLEM

It is believed that an effective product package entails the acceptability by customers and constitutes one of the determinants of consumers buying habits. However, a large share of the company’s sales has dropped as a result of consumer’s low patronage and poor product packaging which made the product unattractive to consumers.

A primary complain by consumers is that certain product are not well packed (citing Zip 10kg detergent bags to be none water resistant). They complain that the company’s system for handling materials during supply also reduce value of certain products packaging as well as some product possessing unattractive treatment compared to competitors brands. Thus there is need to examine this situation critically in providing an improved product that will appeal to its large customers.

1.2 OBJECTIVE OF THE STUDY

The main objective of this study is:

To critically access or examine the effectiveness of packaging on consumers buying habit.
To determine whether the company‘s image is being projected through its packaging policy.
To find out the impact of change in the package of a product.

1.3 RESEARCH QUESTIONS

How can the company access or examine the effectiveness of packaging on consumers buying habit?
How can the company’s image be projected through its packaging policy?
What is the impact of change in the package of a product?

1.4 STATEMENT OF HYPOTHESIS

A hypothesis is a statement of fact that has been empirically tested. It is also a tentative statement that must be tested if tested will lead to either acceptance or rejection of the null hypothesis. It can also be seen as the relationship that existed between two variables used to understand a problem of study.

In this research the following hypothesis statement will be used, the alternative hypothesis statement will be used, the alternative hypothesis and null hypothesis.

Hypothesis 1

H: Product package has no influence on consumer buying habits.

H1: product package has influence on consumer buying habit

Hypothesis 2

Ho: packaging has no effect on consumers buying habits

H1: packaging has no effect on consumers buying habit

1.5 SIGNIFICANCE OF THE STUDY

This research work is a wide area of study considering the segmented consumers and their behaviors shown to different types of products.

1.6SCOPE OF THE STUDY

The research work is restricted to the packaging of consumer’s product only using De-United foods Limited, Abuja.The researcher choose premier antiseptic as a product to be used for the study. So any product outside this, even though good to study will be cut of the scope of the study.

1.7 LIMITATION OF THE STUDY

Generally speaking all areas of human endeavor are characterized by some limiting factors. The successful completion of this work might be faced with the following limitation: time and cost could be major limiting factors, the limited time that was used to carry out this research work. That is the duration of four months mixed with academic studies might not provide room for accuracy and reliability of results. One has to make return visits to respondents before getting the questionnaire answered, which will involve increased transportation costs.

The small amount of sample taken also is a limiting factor in this research work because large sample leads to more reliability and ensure sound validity of the result.

1.8 OPERATIONALDEFINITION OF KEY TERMS

Packaging: This is the general group of activities in planning that involves designing and producing the container or wrapper for the products.
Package: This is the product container that is designed to hold a product and appear in different style and sizes. Examples are drum, cartoons, and buckets.
Labeling: This is simply an integral part of packaging, whether the label is a separate element attach to the package or part of the container it serves to identify a brand. That is part of package and can carry the brand name and the information about the product or package content.
Competition: Simply means people or firms competing with each other to gain a fair share of the market or an event.
Promotional mix: This can be defined as a specific combination of promotional methods used for one product or a line of products. Elements of promotional mix may include print or broadcast advertising, direct marketing, personal selling, and point of purchase display and/or merchandizing.
Promotion: The co-ordination of all seller initiated effort to set-up channels of information and persuasion to facilitate the sales of goods and services.
Consumer behavior: Is the study of when, why, how and where people do not buy a product. It also deal with the various stages a consumer goes through before purchasing a product or services for his end use.