This research project is very crucial study for petals Ltd. The
study was motivated by the necessity of packaging as promotional tools in the
marketing of beauty care products. This research project aimed at the following.
identify packaging as a promotional, in order to increase sales and
profitability of the product.
determine whether a good package can help improve a brand image.
determine whether a good packaging can help to increase its sales.
determines whether a good package can serve as a substitute to advertising.
The population of study comprises of the personnel of petals
Ltd., distributors and consumers of petals beauty care. The researcher used
data collections were questionnaire and oral interview. Tables and percentages
were used in presenting and analyzing to data collected. The chi – square
statistics was used to test the various hypothesis. The overall promotional
tool adopted by petals has helped to increase sales and profitability of the
product tremendously. Based on the findings, the researcher recommences the
following: The company should
1. Be unique in packaging design
2. Choose the type of packaging that must be assessed
against its attributes during the appraisal of the design proposals.
3. They should have it in mind that packaging is a
complement to media advertisement.
4. Since the company knows that properly designed
package serves as a constant reminder of the firms production. It is
recommended that it should incorporate all those things that will project the
company’s image. The conclusion of the study of the petals Beauty care which is
one of the leading cosmetics produce by petals Nigeria Limited has been
successful and in order to keep up its marketing of the product, the company
should use a properly designed attractive and captivating package.
TABLE OF CONTENTS
CHAPTER ONE: INTRODUCTION
Statement of Problems
Objective of Study
Significance of Study
Limitations of Study
Scope of the Study
History of the company
CHAPTER TWO: LITERATURE REVIEW
Developing Effective Packaging
Packaging Growing Use
Evaluation of Alternatives
System Approach to Packaging
Effect of Packaging on Consumers.
THREE: RESEARCH METHODOLOGY
Data collection Method
Population of Study
Sample Size Determination
Sample size for personnel staff
Sample size for Distributors
CHAPTER FOUR: DATA ANALYSIS AND DISCUSSION OF FINDINGS
CHAPTER FIVE: SUMMARY, CONCLUSION AND
BACKGROUND OF THE STUDY
The word of marketing today is a word of unprecedented competition
where company with goods and services to work extra- hand to survive such
company must adopt sound marking mix in order to compete favourable.
The basic aspect of marketing mix is the product development and
product mix. The product mix or component is however not complete without
Throughout the world, packaging plays a significant role in the
protection presentation and promotion of consumer goods and durables; it helps
in the storage, reduces damage and loss to good – in – transit and minimizes
Traditionally, packages have been viewed in a very utilitarian
fashion, that is, as a way of protecting the physical goods as it moves through
the distribution channel. However, packaging in developing nation would sound
to be out of place when we still see market women and traders wrap their wares
with banana leaves, used newspapers, and green leaves. These traditional
methods of packaging not with standing, the need for packaging is growing fast
and cannot be overemphasized. In recent times, marketers have been conscious of
the fact that packaging is important in the decision to purchase a product.
Emphasis have therefore been shifted from the traditional belief of manufacturers
that package is meant for protecting a product only. It can now be seen that in
most of the super- market, various colourful and indigenous packages are used
especially when the products are competing for attention.
According to Onah (1996) “ principle perspectives and
practices” in mass media and marketing communication edited by Dr.
Ikechukwu Nwosu (1996), where a Survey was conducted in Nigeria, “ Usuable when
Empty” dominated the elements of package appeal with 36.9% frequency of
mention. When the respondents single girl who uses cosmetics, to enhance her
beauty is packaging herself for greater acceptance by the wife- seeking
The aim of this research work therefore, is to examine the use of
packaging as a promotional tool in the marketing of beauty care products. Also,
it aims at finding out to what extent packaging influences behaviour and
salient features that make it a potent respect of competition.
STATEMENT OF PROBLEMS
Despite the increasing popularity of packaging in the promotion of
goods and services, one cannot but agree that there are areas or problems which
need to be studied. Through some business organisations are now using packaging
to promote their wares, yet many business orangisations in Nigeria concentrate
their marketing effort on the traditional elements in the marketing mix. The
performance of their marketing activities. The rate at which wares or products
are being advertised, one may be forced to ask questions bothering on the use
In the application of marketing mix, many companies are faced with
one problem or the other. It will not be out of place that they are confronted
with packaging related problems. Such problems among others may be the
There is the need to know whether packaging is a good promotional
tool: whether it affects consumer buying decision, whether it projects the
image of a company and whether its usage is a good compliment or substitute for
advertisement. Does the package of a product constitute one of the determinants
of seller of that products
OBJECTIVES OF STUDY
The main objective of this study is to critically assess the area
of problems and seek to proper solutions.
It is therefore necessary to find out the impact of a change in
the package of a product. The studies will find out among others, whether
packaging has a positive effect on the buying habit and decision of consumers.
To determine whether the company image is being projected through it’s
packaging policy. To what extent producers are considering packaging in their
In determining the use of packaging as a promotional tool in the
marketing of beauty care products, some null hypothesis, otherwise known, as
tentative statements have to be tested. It is only when such statements are
tested by way of asking relevant questions that solutions could be offered, to
likely problems in the study.
When these tentative statements are tested and found to be
correct, then, they are accepted where they are found to be otherwise, such statements
The following tentative statements will therefore be tested to
find out their validity.
1. H0: A good package cannot serve as a
substitute to advertising.
Hi A good package can serve as substitute to
An attractive package does not create impulse buying.
Hi: An attractive package does create impulse buying.
Packaging is not a silent salesperson.
Hi: Packaging is a silent salesperson.
A good packaging policy cannot help improve a brand
Hi: A good packaging policy can help improve a brand image.
A beautiful packaging design cannot attract consumes.
Hi: A beautiful packaging design can attract consumers.
SIGNIFICANCE OF STUDY
This research work is significance in the sense that the outcome
will go a long way to solve the research problems. It will show the importance
of packaging as promotional tool, to both consumers and companies.
To the company, it will show the effect of packaging as a
promotional tool in the marketing of their products.
To the consumers, it will show that package is part of the product
brought by them.
SCOPE OF THE STUDY
The scope of this research work is narrowed to the use of
packaging as an effective promotional tool in the marketing of beauty care
products as it related to impulse buying, projecting company’s image and its
effect as a silent salesperson. It will cover the marketing of beauty care
products and effects of promotional efforts.
DEFINITION OF TERMS
Marking is defined as human activity directed at satisfying needs
and wants through exchange process (Kotler 1980:9).
Packaging is refers to
as what is used to protect the product from damage shipping and handling and to
lessen spoilage if the product is exposed to air or other elements.
includes advertising sales promotion, publicity, personal selling and direct
marketing (Adirika 2007),
Product: A product is defined as a good service, or
idea consisting of a bundle of tangible and intangible attributes that
satisfies consumers and received in exchange for money or some other unit of
value (Kolter 2005:276).
TERMS AND CONDITIONS APPLY
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