THE IMPACT OF MODERN PACKAGING ON PRODUCT SALES IN COSMETICS INDUSTRY (A CASE STUDY OF P.Z INDUSTRY PLC) 

ABSTRACT

This project work was designed to study the impact of modern packaging on product sales in the cosmetics industry. It is the aim of this research work to find out if product packaging (modern) increases sales or not. This research work have five chapters. Chapter one contains the general discussion to state the problems to be studied and why this study was carried out, the scope and limitation of the study and finally the definition of terms. A number of last related literature examine by other studies as it relates to the impact of modern packaging on a product sale in the cosmetics industry is highlighted in the chapter two. The data got from the research survey were analyzed and interpreted. And similar questions on both questionnaires were compared. Finally, the summary of findings, recommendation made by the researcher are all in chapter five. If the cosmetics industry would put there recommendation industry would put the recommendation made in the study to use, they will not satisfy their customer, but a continuous increase in profit made and there by making the problems of the industry a thing of the past. 

TABLE OF CONTENTS

Title page         -       -       -       -       -       -       -       -       -       i

Approval page -       -       -       -       -       -       -       -       ii

Dedication       -       -       -       -       -       -       -       -       iii

Acknowledgement    -       -       -       -       -       -       -       iv

Abstract   -       -       -       -       -       -       -       -       -       v

Table of contents     -       -       -       -       -       -       -       vi

List of Tables   -       -       -       -       -       -       -       -      

List of Figures -       -       -       -       -       -       -       -      

CHAPTER ONE

INTRODUCTION      -       -       -       -       -       -       -       1

1.1      Background of the study -       --     -       -       -       1

1.2      Statement of the problem        -       -       -       -       -       6

1.3      Objectives of the study     -       -       -       -       -       6

1.4      Formulation of Hypothesis/Research question        -       7

1.5      Significance of the study -       -       -       -       -       9

1.6      Scope of the study   -       -       -       -       -       -       10

1.7      Definition of terms   -       -       -       -       -       -       10

1.8      Limitations of the study   -       -       -       -       -       12

CHAPTER TWO

LITERATURE REVIEW   -       -       -       -       -       -       14

2.1      An overview of packaging         -       -       -       -       -       29

2.2      Types of packaging -       -       -       -       -       -       31

2.3      The roles of packaging in marketing        -       -       -       32

2.4      Consideration in packaging design -       -       -       36

2.5      Packaging in cosmetics industry      -       -       -       40

CHAPTER THREE

RESEARCH METHODOLOGY-       -       -       -       -       42

3.1      Sources of date        -       -       -       -       -       -       43

3.2      Population of the study    -       -       -       -       -       44

3.3      Sample size determination       -       -       -       -       45

3.4      Sampling method    -       -       -       -       -       -       46

3.5      Research instrument       -       -       -       -       -       46

3.6      Validity of research instrument        -       -       -       48

CHAPTER FOUR

ANALYSIS AND INTERPRETATION OF DATA        -       -       49

4.1      Data analysis and interpretation     -       -       -       49

4.2      Test of Hypothesis   -       -       -       -       -       -       62

CHAPTER FIVE

DISCUSSION OF FINDINGS, RECOMMENDATIONS AND CONCLUSION      -        -       -       -       -       -       -       -       78

5.1      Summary finding     -       -       -       -       -       -       78

5.2      Recommendations   -       -       -       -       -       -       80

5.3      Conclusion      -       -       -       -       -       -       -       82

5.4      Suggestions for further research      -       -       -       83

Bibliography    -       -       -       -       -       -       -       85

Appendix         -       -       -       -       -       -       -       -       87

Questionnaire  -       -       -       -       -       -       88

LIST OF TABLES

Table 4.1:         Classification of consumers and Dealers Respondents   -       -        -       -       -       50

Table 4.2:         Response Ratio According to Sex     -       50

Table 4.3:         Response According to Age Group   -       51

Table 4.4:         Educational Qualification        -       -       -       52

Table 4.5:         Responses as to whether do you know what Packaging is?     -        -       -       -       -       53

Table 4.6:         Do you think labeling is a part of packaging? 54

Table 4.7:         In a product that has substitute, what induce you to buy one brand instead of the other? 55

Table 4.8:         Do you normally respond favourable to product who’s packaging has re-use value? 56

Table 4.9:         Are you wiling to pay a little more on a product recourse the package looks attractive?57

Table 4.10:       Does good packaging play Promotional Function?   -      -       -        -       -       58

Table 4.11:       Which of the Information Mentioned Below Do you think is not usually clearly explained most product package?    -      -       -        -       59

Table 4.12:       Have you been buying foreign packaged consumer goods?      -        -       -       -       60

Table 4.13:       If Yes, how can you compare the standard of packaging of Nigeria consumer goods with foreign ones?     -       -      -       -        -       61

LIST OF FIGURES

Figure 4.1                -       -       -       -       -       -       -       68

Figure 4.2        -       -       -       -       -       -       -       -       72

Figure 4.3        -       -       -       -       -       -       -       -       76

CHAPTER ONE

INTRODUCTION

1.1      BACKGROUND OF THE STUDY

We are in a dynamic environment, an environment where consumer taste and preference change with time. An environment that is very difficult to predict, the shift in consumer’s taste and preference of the controllable variables that enter the marketing decision, which only packaging plays a major role in the strategic marketing areas of the marketing mix are related, but only packaging is complexity intentioned with all.

Stanto (1981: 202) defined packaging as the general group of activities in product that involves designing and producing the container or wrapper for a product”. In his own definition, Kotler (1988 – 471) also define packaging as :the activities of designing and producing the container or wrapper for a product:, while  dictionary of marketing (1981) define packaging as the act of packaging goods in efficient and attractive container. The conventional purpose of packaging is to function as a container or wrapper for a product which will save it from damage or spillage.

Secondly, it serves as a vehicle that enable the product to be conveyed from the manufacturing point to the consumption point and the manufacturers satisfied consumers desire by producing packaging materials that guaranteed product protection. The packaging objective of most manufacturers is that they formed the above functions at minimal cost, the decision they consider is simple enough to be handed not by the management staff but by the manufacturing department alone. As at that time packaging was not recognized as an important instrument, as a result of this apparent neglect on packaging to its efficiency and as an important marketing instrument, marketing researcher were not encourage to work on the area of packaging and this resulted to recent pancity of information on packaging. However. With the development and innovation in modern marketing,, modern packaging on sale in the cosmetics industry also provide the tool for competition on the product natural habitat in the retailer’s shalf.

Consequently, marketers has not only accorded unprecedented recognition to the concept of modern packaging as a marketing instrument but also used it as one of the major variables they can adjust to a gaining a firm stand. The evidence is unblinably   clear that difference in packaging excellence is directly translated into corresponding difference in sale appeal. In the setting environment of a modern supermarket compete with as many as thousands of others for instance, the potential contributions of a superior package design such as more appealing illustration can cut a brand market share to less than half, its standing immediately prior to change.

However, Nigeria manufacturers seems not to imbibed new development to packaging of goods, they have not recognized packaging as one of the variable a marketer can manipulate on the advantage of marketing strategies. This is traceable to the level of development in the industrial sector of the economy. The main concern of the manufacturers is to meet the market demand, rather than devising effective competitors strategies government have introduce measure to resolved this situation. The new industrial policy sector is designed to give a boast to the industrial sector and launch the nation into of production of various products. This era of mass competitive situation, only the fittest survive”. An effective packaging represent the means by which it can take control of the market. The importance of modern packaging needed not to be over emphasized. Cosmetics industry

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