THE RELEVANCE OF PACKAGING ON THE MARKETING PERFORMANCE OF MANUFACTURING FIRMS

CHAPTER ONE

1.0  INTRODUCTION

This chapter studies the background of the study of the project work, as well as background of the study, statement of the problem, objective of the study, scope of the study, limitations of the study and operational definition of terms.

1.1 BACKGROUND OF THE STUDY

Packaging is the external features of a particular product; it includes building labeling and literature insert. When a product lends to sell itself without the company’s promotion, then we say the package is a serving as silent salesman.

The importance of packaging in any customer oriented business selling tool and propels consumers into buying, unlike a salesman who runs around for selling of goods and services. Packaging will adequately perform its function provided the package of the product is attractive. Most companies now recognize the packaging for protection and promotional functions. It should e noted that packaging presently plays an important role in the purchase or non-purchase of products. Packaging can be defined as the general group of activities in product planning that involved designing and producing the containers or wrapper for a production.

A package should be designed to perform many functions amongst which are protection function and promotional function, others etc. According to Johnson and Wood (1977) in their discussion on protective functions of packaging said that for a package to have performed a protective function.

1.2 STATEMENT OF THE PROBLEM

Many years back, packaging and its relevant methods are greatly ignored by many manufacturing industries. This was because these industries did not see, to recognize the vital role packaging played towards their survival.

However, having gone through the process of packaging and its functions as a result of problems to industries that engages in packaging for its products.

One of the problem is that packaging is in thee socio-economic forefront today because of its relationship to environment pollution issue. The operate challenge confronting packaging is how to dispose off used containers which are made consumers contribution to the solid waste disposal problem.

1.3 OBJECTIVES OFTHE STUDY

The purpose of this study is to examine the concept of packaging as its affects the marketing performance of an organization.

       The researcher intends to examine the following objectives: -

1.          To ascertain if packaging is considered an effective tool for marketing performance

2.          To determine the extent of growth of market share

3.          To find out if packaging contributes to the profit of firms

4.          To examine the perception of consumers towards packaging

1.4 RESEARCH QUESTIONS

In my view the problem stated above, one may ask, the following research questions.

1.    Does management consider packaging as an effective tool for marketing performance?

2.    Do you consider product packaging as an effective concept in marketing performance?

3.    Are there significant relationships between packaging and organization marketing performance.

4.    Does packaging contribute to growth in market share?

5.    Are there correlations between packaging and profit growth?

1.5 SIGNIFICANCE OF THE STUDY

A.    IMPORTANT TO THE GENERAL PUBLIC

i.     Packaging is used to achieve quality differentiational protection

ii.    It helps in price comparism and reduces difficult in company two items of different brands

iii.    Packaging increase loyalty to a particular product

B.    IMPORTANT TO THE COMPANY

i.     The study will go a long way in helping the company better in packaging their product and formulating their brand name

ii.    It will help in segmenting their market

iii.    It also help to generate sales ‘Packaging is a silent sale men’

c.    IMPORTANT TO THE RESEARCHER

i.     The researcher will understand consumer behaviour towards packaging

ii.    The researcher will acquire knowledge of the product that has the highest or fast rate in sales in relation to packaging.

1.6 SCOPE OF THE STUDY

The extent of coverage of the study is within the frame of the topic: As such the study will examine the concept of packaging as it affects the marketing performance unIlever Nigeria Plc Aba Abia State.

The research could be based on the relationship between packaging and the marketing performance.

1.7 LIMITATIONS OF THE STUDY

During the research work, the researcher encountered difficulties on deriving information, such as biased responses, non response, and error, non disclosure of vital information, unavailability of materials, selection of suitable data analysis tool, time constraint, financial constraint etc.

Meanwhile, these constraints militated against effective record of information and the general report on the subject matter in order to determine its usefulness.

1.8 OPERATIONAL DEFINITION OF TERMS

BEHAVIOUR: This has to do with the attitude of the consumer in the market.

INNOVATION: This is the process of introducing something new.

COMPATIBILITY: This can be defined as the consistence use of product together.

MATERIALS: Raw materials used in producing goods.

MARKETING MIX: This has do with the elements of marketing product, price, place and promotion.

MANAGEMENT: This is the process of coordinating, planning and managing the people who manages the business.

MERCHANDISE: These are agents that sell goods for companies.

PACKAGING: This is a process of arranging a product in order to make it more attractive.

PRICE: An amount of money for which a product is bought or sold.

PRODUCT: This is an item derived by transferring new materials to finish goods.

PROMOTION: This is the process of raising a product to a higher rank

QUALITY: A degree of excellence of a producer or a distinctive or a product.

QUANTITY: This is total amount or a number of produced.

SALES: This is the exchange of a product for money that is an event at which goods are sold.

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