The effect of packaging in the marketing strategy as tools for increased profitability[a case study of ecobank plc]

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  1. THE EFFECT OF PACKAGING IN THE MARKETING STRATEGY AS TOOLS FOR INCREASED PROFITABILITY (A CASE STUDY OF ECOBANK PLC)
INTRODUCTION
The nature of most consumer products makes it imperative for such products to be properly
packaged. Packaging plays an important role which includes protecting a product from any sort of
damages, offering information about the brand, quality and how to use
that product. Consumers
are moved by attraction and the way a product is packaged affects its appeal.
Cosmetics are necessities and many cosmetics brands come in varying designs and packages. Most
consumers buy cosmetics because of a given brand name, so
me buy cosmetics because of price,
some buy cosmetics because of their friends’ recommendations and others buy cosmetics because
of packaging design. Increasingly, manufacturers are beginning to appreciate the importance of
packaging and its role in stimul
ating sales. Rundh (2005) noted that packaging attracts consumer’s
attention to particular brand, enhances its image, and influences consumer’s perceptions about
product.
The packaging component of a product refers to any container in which it is offered
for sale and
on which information is communicated (Berkowitz et al, 1989). Packaging of consumer products
is extremely important at the point of sale. It plays a major role when products are purchased. Afte

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