The Effect of Packaging on the Sales of a Company’s Product

The Effect of Packaging on the Sales of a Company’s Product

Abstract of The Effect of Packaging on the Sales of a Company’s Product

This project work focuses on the effect of packaging on sales of company’s products with Guinness Nigeria Plc Benin City as a case study. It is aimed at assessing the impact of packaging and involve branding of product cover either to enhance appearance or for preservative purpose. The objectives of the firms market value and how packaging affects the marketing power of a product. Data were collected through the use of questionnaire and oral interview alongside. The data collected were carefully analyzed using statistical method such as Chi-square and simple percentage method. Based on the analysis data, the following findings were made; Packaging of company’s product affect their identification, packaging of company’s product serve both promotional and preservative purpose and finally, it was observed that packaging enhance the marketing force of a company’s product. It was then concluded that packaging has been a strategic tools employed for easy marketability of company’s products. The following were thereafter recommended to the producer of a company’s product; adequate attention should be given to packaging of product since packaging is positively related to sales, company’s policy should expressly specify the goal of packaging so that it would be well understood by the various level of her workforce and finally, companies should ensure that quality of their product commensurate the description on the product packaging so as to sustain the confidence of her product company’s on their product.

Chapter One of The Effect of Packaging on the Sales of a Company’s Product

INTRODUCTION

Background to 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, Price, Place and Promotion (Kotler, 2000). Most manufacturing industries today employ high technological equipment and techniques in the design and production of product’s, is not deemed complete until a befitting package is designed and produced for it. The package here is looked upon as the last marketing mix variable along the channel of production of consumer goods production.

Packaging has become a potential marketing tool well designed and can create convenience and promotional values. 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 can be package in some kind of container, if they are to be marketed intensively with its inherent handling procedure and technique along with sales channel. The research study will be justified by seeking to find whether consumer have been recommended for improvement.

Further more, a product is basically made up of two distinct parts, “The Product content and the Package” itself. But, at this juncture, more time needs to be focused to the sales of a company’s product. 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. Product packaging not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the products sit on retail shelves.

The influence of packaging on the sales of company’s 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.

Due to increase importance, presently attached to packaging, its marketing has stopped to be regard as any person’s job. The job of product’s packaging now rest on the hands of qualified product managers or marketing specialist in most organization.

Besides, the influence of packaging on sales of company’s product can as well be ascertained if one tries to see the adverse effect of a poor package 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 create dissatisfaction along the channel of intermediaries (Okafor, 1995).

Statement of the Problem

The purpose of this research study is to assess the effect of packaging on the sales of consumer products. In order to achieve this purpose and make its findings such more significant in practical applications, Guinness Nigeria Plc, Benin City has been chosen as a study unit.

Research Questions

To this end, the following questions are relevant:

(1)             Does packaging have significant effect on the consumer’s desire to purchase a particular product?

(2)             Does it require high level of expertise to make an effective product packaging of company’s products?

(3)What effects has packaging on the value of company’s product?

Objective of the Study

The objective of this project is to assess the effect of packaging in the sales of company’s product. They include the following:

i.            Whether there is need for packaging in manufacturing organization.

ii.            To determine the effectiveness and efficiency of packaging in the organization.

iii.            To determine what should be the correct decision towards packaging.

iv.            If there is any form of packaging that is the best for products especially that of Guinness Nigeria Plc, Benin City.

v.            To find out the role of packaging on the firms market value.