This research study attempts to give an in depth analysis of the
impacts of effective display on consumer purchase decision for beverages in
Roban stores, Enugu for the purpose of this research work, the researcher made
use of data collected through primary and secondary sources such as interview,
personal observation, questionnaire and review of related literature. The
literatures textbooks and journals. The data collected were analyzed in
analyzing the data they were first presented in tables in some cases board,
then interpreted band analyst in the result obtained the finding disclosed that
these one many effect of effective display on consumer purchase decision for
beverages. Packaging performs some basic functions protection and convenient
utility and motivation of people to buy and use properly. This research is one
which show how all packaging functions are needed to successfully market
consumer goods and the packaging and development of a product. In conclusion,
the research empathizes display of beverages in Roban stores Enugu.
1.1 Background of the
1.2 Statement of the
1.3 Objective of the
1.4 Scope of the
1.6 Statement of
1.7 Significance of the
1.8 Limitation of the
1.9 Definitions of
2.2 Packaging Modification a Marketing
2.3 Packaging and its Role in Cosmetic
2.4 Importance of Packaging
2.5 Packaging Policies and
2.6 Criticism of
3.1 Source of Data
3.2 Population of the
3.3 Sampling Procedure and Technique
3.4 Determination of Sample Size
3.5 Questionnaire Distribution
3.6 Validity and Reliability
3.7 Method of Data
4.0 Presentation of Data Analysis and
4.3 Testing of Hypothesis
5.0 Summary, Conclusion and Recommendation
5.1 Summary of
1.1 BACKGROUND OF THE
Packaging is a general group of activities in product planning
that involves designing and producing the container or wrapper for a product a
brand packaging is highly visible. When a product tends to sell itself without
the company’s promotion then we say that packaging is serving as silent
The important of packaging in any customer oriented business
organization cannot be over emphasized. It is a powerful selling tool and
propels consumers into buying, unlike a salesman who runs around for selling of
goods and services.
Packaging will adequately perform its function provided the
packaging of the product is attractive. Most companies now recognize packaging
for protection and promotional functions. It should be noted that packaging
presently plays an important role in the purchase or non-purchase of product.
A packaging should be designed to perform among functions among
which are protection function and promotional function etc.
A product packaging apart from protecting the product control
contents provide important information about the product such as product brand
name price discrimination inbred method of usage expiring data and warning to
the consumers. A product packaging design. In some cases however, consumers may
tends to look for the content or quantitative value of the product there by over
looking the packaging elements as an important marketing tools for advertising
and other necessary information consumers need as an influencing factor towards
But as a matter of fact, consumers of beverages in most cases
evaluate the quality of a particular brand by the alternative of its packaging
in relation to the brand getting products into the market in the desire state
and at affordable price. They cause high cost of packaging materials yet the
package appears to be indispensable. A packaging keeps a product intact and
available to the final consumers.
Therefore, the market of a product has to confront the issue of
package in the case of any product (physical) that is offered that to the
market. Of all the controllable variables that enter into the marketing
decision. Only marketing plays a major role in all the strategic marketing
executive refers to packages as the fifth “ps” of marketing price, product, place
(distribution) and promotion.
Packaging performs other vital function which are as follows:
should be made useful in self services retailing it should perform the function
of sales man as consumer (buyer) just go to the shelves inspect and decides
after seeing the description and the use of the item.
should establish product differences as could be evidenced in the art of design
the sample or shape or the materials used.
should add to mage prestige and beauty of a product. This could lead to impulse
should attest to the qualities of the product a good packaging is a moral
booster to the image of the company. An appearance they say, shows the manner.
is the only significant way a company can differentiate its product from
others. According to Johnson and wood (1977) in their discussion on protective
function of packaging said that for a package to have performed a protective
function the package must:
i. Restrain the product from undesired movement.
ii. Protection of the content from outside violation
iii. Provide sufficient exterior surface to that
identification and shipping labels can be applied along with specific
instrument such as the side up.
iv. Enclose the materials both to product both and
product other items from them.
v. Support the weight of identifies container that
will be stacked above it as part of the building block concept.
vi. Protect the product against processes and also
be used to reduce contamination by dust and dirty.
This company deals on many items such as quality reams, soaps,
hair creams perfume and other expensive items and they have been competing
favorable in the market.
Roban stores Enugu is one of the existing leading stores on
packaging among other competitors both in the way of establishing the
company spends so much as to attract customers to make more profit for the
1.2 STATEMENT OF THE
non-satisfaction arises from the fact does not conform to the quality standards
of products produced. The following list constitute some of the problems areas
confronting local producers in the country. Roban stores has a lot of
problems which the researcher believes that by the help of the
research would have a lot of solutions.
Some of the problems are as follows. Whether or not quality plays
a significant role in arousing demand for a product. whether or not consumers
assess the quality of the company’s products before buying.
Whether consumers have emphasis about products presently in the
market which could lead to a possible new product opportunity.
Whether consumers assess they of beverage they buy.
Inaccuracy of information to know the product they (consumers)
prefer and why.
1.3 OBJECTIVE OF THE
The purpose of this
study is to examine the concept of packaging as it affects the marketing
performance of any organization. The specific objectives are as follows:
appraise the packaging strategies of Roban stores Enugu.
identify the defects in the current product packaging strategies of Roban
identify the initiating against effective product packaging by Roban stores.
also determine how product packaging affect consumer purchase behavior in
buying from Roban Stores.
also establish how effective product packaging will result in result in
increased market share by Roban stores.
The gradual development of trade brought on a demand for suitable
first container to hold the goods during earliest transport corners were
difficult to obtain, expensive and over all the necessary things for doing
business because it increases the total costs of producing a particular
commodity. The main purpose for which these containers were used to be
transport from one place to another.
Protecting of the
commodity or product as a goal of packaging came much later and the concept of
wing the packaging as a promotional or marketing tools was never have really
developed until early 60’s. their mighty have been merchandisers of all sports
in these ancient days with a container but history did not record anymore.
Finally to recommend
the most appropriate product packaging strategies that should enable Roban
stores achieve market share.
1.4 SCOPE OF THE STUDY
The extent of coverage
of the study is within the frame of the topic. As such the study will
examine the concept of packaging as it affects the marketing performance of
Roban stores Enugu.
The research could be
based on the relationship between packaging and the marketing performance. This
is because most of the high consumer products are based on cosmetics and
toiletries, the product whishs to understand the level of packaging and size to
use in the market so as to attract customers.
1.5 RESEARCH QUESTIONS
management consider packaging as an effective tool for marketing performance?
you consider product packaging as an effective concept in marketing
there significant relationship between packaging and organization marketing
packaging contribute to growth in market share?
there correction between packaging and profit growth?
1.6 STATEMENT OF
there is significant relationship between packaging and sales growth of your
packaging contributes to growth in marketing share.
there is correlation between packaging and profit growth.
1.7 SIGNIFICANCE OF THE
This research work intends to identify and highlight those factors
that are necessary in cosmetics product packaging, design and their effect on
consumer buyer decision. The study is also to know how packaging would be of
benefit to consumers various stakeholders, management, companies as well as the
future researcher and so on. It is expected that the finding shall help the
customers to easily differentiate the design of the product from those of the
competitors which will lead to customers satisfaction and consequently lead to
increased sales turnover.
The study go along way in improving sales turnover and market
share to the firm. This will invariably lead to an increased general profit
maximization and position. The study will help various stakeholders to know the
products that is of high quality, which will lead to the satisfaction and
consequently increases sales turnover. It will also make the producer to know
how to improve on the quality of their products so as to be attractive to
Finally it will also use as a reference materials to the future
1.9 DEFINITION OF TERMS
This has to do with the consumer in the
this can b defined as the consistent use
of product together.
this is the process of introducing something
InventoryControl – the steps taken to
purchase storage and dispatch of product.
Raw materials used in producing goods.
Marketing Mix –
this has to do with the element of
`marketing product price placement and promotion (distribution).
this is the process of coordinating
planning and managing the people who manages the business.
these one agents that sell goods for
this is a process of arranging a product in
order to make it more attractive it is also any materials used in
wrapping a product item.
an amount of major for which a product is bought
this is an item derived by transferring new
materials to finish goods.
this involves activities done in order to
increase the sales of a product or services.
a degree of excellence of product or a
distinctive or a product.
this is a total amount or a number of product.
this is the exchanges of a product for money that
is an event at which goods are sold.
TERMS AND CONDITIONS APPLY
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