Packaging has become itself a sales promotion tool for the organisations. The consumer’s buying behaviour, also stimulated by the packaging quality, colour, wrapper and other characteristics of packaging. Packaging is a whole package that becomes an ultimate selling preposition, which stimulates impulse buying behaviour. Packaging increases sales and market share and reduces market and promotional costs. Package appeals customer’s attentiveness towards a certain brand, increases its image and stimulates consumer’s perceptions about a product.
TABLE OF CONTENTS
CHAPTER ONE – INTRODUCTION
- 1.1 Background of the study
- 1.2 Statement of problems of the study
- 1.3 Aim and objectives of the study
- 1.4 Scope of the study
- 1.5 Significance of the study
- 1.6 Limitations and constraints of the study
CHAPTER TWO –LITERATURE REVIEW
2.1 Concept of packaging
2.2 Needs for packaging
2.3 Functions of packaging
2.4 Importance of packaging
2.5 Consumers reaction towards packaging
2.6 Benefits of packaging to consumers
CHAPTER THREE – RESEARCH METHODOLOGY
3.1 Research Design
3.2 Definition of population and sampling procedure
3.3 Data collection method
3.4 Data presentation and analysis techniques
CHAPTER FOUR – DATA PRESENTATION AND ANALYSIS
4.1 Brief history of Nestle Foods Nigerian Plc
4.2 Data Presentation
4.3 Data Analysis
CHAPTER FIVE – SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of findings
CHAPTER ONE – INTRODUCTION
1.1 BACKGROUND OF THE STUDY
Furthermore, packaging conveys distinctive value to products packaging works as an instrument for differentiation, and helps consumers to decide the product from wide range of parallel products. Packaging also stimulates customer’s buying behaviour. Previous researches show that there is no agreement on overall classification of packaging material and package elements. There is also disagreement regarding the methods of package impact on consumer buying behaviour decision.
Several researches attempt to examine all potential elements of packaging and their effect on consumer buying decision.
However, other focus on distinct elements of packaging and their influence on consumer purchasing.
Furthermore, more researchers explore the impact of packaging and its features on consumer’s whole purchase, whereas, some others on each step of consumers decision making process brand image and advertisement have strong positive influence and significant relationship with consumer’s buying behaviour. People perceive the brand image with positive attitude packaging elements like its colour, packaging materials, design of wrapper and innovation are more important factors which consumers making any buying decision. Packaging is one of the most important and powerful factor, which influences consumer’s purchase decision.
1.2 STATEMENT OF THE PROBLEMS
Packaging is very important in marketing products and it is essential for all organisations to engage in proper packing of their products. A properly packaged products sells faster and more than the one that is not well packaged.
However, some organisation doesn’t take the issue of packaging seriously there not been able to make their products marketable and attractive to customers who intend to make use of the product.
1.3 AIM AND OBJECTIVES OF THE STUDYThe objective of this study is to determine the roles of packaging on marketing of consumer’s product. The research point out factors and needs for packaging of consumers product. Another objective of this study is to satisfy one of the requirements for the award of National Diploma (ND) certificate in Marketing Department, Institute of Finance and Management Studies, Kwara State Polytechnic, Ilorin.
1.4 SCOPE OF THE STUDY
This research project will specifically focus on packaging and how it assists in the sales of consumer’s product. The scope will also be limited to Nestle Food Ilorin.
1.5 SIGNIFICANCE OF THE STUDY
This project is significant because it will help the management of the company in the study to understand and appreciate the importance of packaging and how it can help them in the sales of their products. Consumers will also know the importance of packaging and how they can make buying decision based on packaging.
1.7 LIMITATIONS AND CONSTRAINTS OF THE STUDY
The researcher in the course of the study encountered a lot of challenges which thwarted the successful completion of this project in the proceses
Financial Constraints: The researcher was short of adequate funds to conduct an extensive research
Lack of adequate textbooks: Relevant and necessary textbooks that could have aided this research study were not readily available.
The researcher also focuses the problem of collecting relevant data from the officials of the organisation.