THE EFFECT OF PACKAGING ON THE PERFORMANCE OF LOCALLY MADE PRODUCTS
The purpose of this research work is to analyze the effect of packaging on the performance of locally made products. The following objectives were formulated; to analyze the extent packaging influences buying behaviours find out the impact of a change in package on the sales of locally made product, to ascertain whether brand packaging promote the company’s image, to know the extent producers consider packaging in their product decisions, to determine if consumes associate the appearance of a product to its quality. The study had a population of 1,693, out of which a sample size of 324 was realized using Taro Yamane formula. Instrument used for data collection was primarily questionnaire. 324 copies of questionnaire were distributed and collected. The survey research method was adopted for the study while chisquare was used to test the hypotheses. The findings showed that there is relationship between packaging influence and buying behaviour and that there is impact of change in the package of a product. Also there is relationship between brand packaging and company’s image, and the producers consider packaging in their product decisions and finally that consumers associate the appearance of a product to its quality. The study recommended that manufacturing firms should periodically evaluate how consumers respond to their product packaging so as to enhance the competitiveness of their products in the market.
CHAPTER ONE INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Packaging has a great influence or impact in the lives of human and product alike. Most physical products have to be packaged and labeled. Some packages such as the coke bottle and eggs container are world famous. Many marketers have called packaging a fifth “P” along with product, place, price and promotion. Most manufacturing industries today employ high technological equipment and techniques in the design and production of product is not deemed complete until a befitting package has design and produced for it. The package here is looked upon the marketing along the channel of production of consumer goods/products.
Packaging has become a potent marketing tool well designed and can create convenience and promotional value. It is imperative that any type of packaging should protect the product from damage, pilferage and deterioration through sales channel to its ultimate consumer and in the process of its usage. It is paramount that most consumer products be packaged in some kind of container, if they are to be marketed intensively with its inherent handling procedure and technique along het sales channel. The research study will be justified by seeking to find whether consumer have been recommended for improvement.
Furthermore, a product is basically made up of two distinct parts, the product content and the package itself. But at this junction, more time need to be focused to the important part which is packaging is presently playing the sales of consumer products. It is important to adequately package a product to protect it against all external forces that may be acting on the product while in transit for the fact that a product needs to be adequately packaged, an organization needs not to over package their product. The packaging of a product does not perform protective function but it also provides promotional function.
The influence of packaging on the sales of consumer product has recently increased tremendously. At times, it becomes very difficult to determine whether greater emphasis should be on the protective function of packaging than on its promotional function. Formally, most firms saw packaging as only a container for physical product without realizing the other marketing importance of product packaging especially its importance as a promotional function.
Due to increase importance, which is presently attached to packaging, this particular function in marketing has stopped to be regarded as any person’s job. The job of product packaging now rest on the hands of qualified product managers or marketing specialist in most organization. Besides, the influence of packaging on sales of consumer product can as well as ascertained if on tries to see the adverse effect of a poor packaging on a product. It will not only kill the product image in the long run but it may also create stigma on the product and also create dissatisfaction along the channel of intermediaries
1.1 STATEMENT OF RESEARCH PROBLEM
It is noted that most marketing companies do not consider packaging as very important promotional tool when managing their product ingredients. As a result of these, it has become necessary to bring the knowledge of the marketers to the significance of packaging as promotional tool for the marketing of consumers goods must go into proper product planning in term of developing an effective packaging policies or strategies for their products.
1.3 OBJECTIVES OF THE STUDY
The main aim of this research work is to analyze the effect of packaging on the performance of locally made products. The specific objectives includes:
- To analyze the extent packaging influences buying behaviours.
- Find out the impact of a change in package on the sales of product.
- To ascertain whether brand packaging promote the sale of locally made products
- To know the extent producers consider packaging in their product decisions.
- To determine if consumers associate the appearance of a product to its quality.
1.4 RESEARCH QUESTIONS
The following questions will guide this study:
- To what extent does packaging influence buying behaviour?
- What is the impact of a change of package on the sales of locally made product?
- To what extent does brand product packaging promote the image of the company?
- To what extent do producers consider packaging in their product decisions?
- Do consumers associate the appearance of a product to its quality?
1.5 RESEARCH HYPOTHESES
The following hypothesis is put forward for this study:
- H0: There is no relationship between packaging influence and buying behaviour.
H1: There is relationship between packaging influence and buying behaviour.
- H0: There is no impact of change in the package of a product.
H1: There is impact of change in the package of a product.
- H0: There is no relationship between brand packaging and company’s image.
H1: There is relationship between brand packaging and company’s image.
- H0: The producers do not consider packaging in their product decisions.
H1: The producers consider packaging in their product decisions.
- H0: The consumers do not associate the appearance of a product to its quality.
H1: The consumers associate the appearance of a product to its quality.
1.6 SIGNIFICANCE OF THE STUDY
This study is meant to be reference material for other subsequent researches who might be interested in delivering into similar or related subject topic. It will also assist the manufacturers in principles and methods of packaging concept, which is the definition of what packaging should basically be or do for a particular product and compatible with public policy. It will also benefit them in designing packages for their products to suit the taste and preference of the target market and to enable them know what consumers except on the package.
The study will emphasize the promotional aspect of packaging to the producers. It will also assist them in packaging their products to perform the function of product differentiation and identification.
To the consumers, the study will help them on what they should expect on the product packaged. Such as brand, name, product content and ingredients with safety warning manufactured and expiry date and how to use the product etc.
1.7 SCOPE OF THE STUDY
This study shall deal extensively with “effect of packaging on the performance of locally made products”. The research will cover the effect of packaging from the general perspective hence, a case of a particular firm will not be required in a study like this.
1.5 LIMITATION OF THE STUDY/DELIMITATION
In the process of writing this extended essay, one of the problem encountered was inadequate funds i.e. lack of finance which forced the researcher to limit the scope of the study.
Another constraint was having to travel a number of time to source for information, this was not easy because it was done along side my lectures and study.
In other words, time was not on my side. The difficulty of laying my hands on current journals and magazines also did not heel matter. The writer had to rely mostly on information gleaned from practitioners.