Abstract
Packaging can be described as a
coordinated system of preparing goods for transport, warehousing information
and sell. It is fully integrated into government business, institutional,
industry, and personal use, it significantly impacts on the sales turnover of
an organisation.
This research project
is thus a search for the impact of packaging on organisational sales turnover.
Chapter one of the
study lays an introduction for subsequent chapters. Following the background of
the study, the problem statement and the objective of the study which provided
basis for the significance of the study and the hypothesis were stated. The
limitations of this study were also highlighted.
In the literature
review as contained in chapter two, works of various authors, international and
local journals were reviewed to elicit views on the impact of packaging on
organisational sales turnover.
Chapter three,
research methodology, description of population and sampling procedure for data
collection were discussed. Methods of questionnaire design, determination of
sampling size and questionnaire distribution were also highlighted.
Chapter four was
based on analysis of data collected. This chapter was sub-divided into data
analysis, hypothesis testing and summary. Percentage table, figure and
narration were carefully employed for proper understanding and testing of
hypothesis.
Finally,
chapter five was divided into summary of findings, recommendation and
conclusion.
TABLE OF
CONTENTS
Title Page - - - - - - - - - i
Approval Page - - - - - - - - ii
Declaration - - - - - - - - iii
Dedication - - - - - - - - - iv
Acknowledgement - - - - - - - v
Abstract - - - - - - - - - vi
Table of Contents - - - - - - - vii
CHAPTER
ONE – INTRODUCTION
1.1 Background of the Study - - - - - 1
1.2 Statement of General Problem - - - - 5
1.3 Objective of the Study - - - - - - 6
1.4 Research Questions - - - - - - 6
1.5 Significance of the Study - - - - - 7
1.6 Scope of the Study - - - - - - 8
1.7 Definition of Terms - - - - - - 8
CHAPTER
TWO – REVIEW OF RELATED LITERATURE
2.1 Introduction - - - - - - - 10
2.2 Conceptual Review - - - - - - 11
2.3 The
Strategic Importance of Packaging - - 14
2.4 Criticism of Packaging - - - - - 16
CHAPTER
THREE – RESEARCH METHODOLOGY
3.1 Introduction - - - - - - - 32
3.2 Research Design - - - - - - 32
3.3 Area of the Study - - - - - - 32
3.4 Population of Study - - - - - - 33
3.5 Sample size and Sampling Techniques - - - 33
3.6 Instrument for Data Collection - - - - 33
3.7 Validity of the Instrument - - - - - 33
3.8 Reliability of the Instrument - - - - 34
3.9 Method of Data Collection - - - - - 34
3.10 Method of Data Analysis - - - - - 34
CHAPTER
FOUR – DATA PRESENTATION AND ANALYSIS
4.0 Introduction - - - - - - - 36
4.1 Data Presentation and Analysis - - - - 36
4.2 Characteristics of the Respondents - - - 36
4.3 Data
Analysis - - - - - - - 39
4.4 Testing Hypothesis - - - - - - 46
4.5 Summary
of Findings - - - - - - 51
4.6 Discussion of Findings - - - - - 52
CHAPTER
FIVE – SUMMARY, CONCLUSION AND RECOMMENDATION
5.0 Introduction - - - - - - - 54
5.1 Summary - - - - - - - - 54
5.2 Conclusion - - - - - - - - 57
5.3 Recommendations - - - - - - 58
References
- - - - - - - - 61
Appendix - - - - - - - - 62
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Packaging is a very important
marketing strategy to glamorize product in order to attract the consumer’s
attention. Sometimes packaging is so important that it cost more than the
product itself in order to lure the consumers to buy it. Packaging should definitely
be included in the 4 major P’s of marketing (product, place, promotion and
price) (Soroka, 2002). Diana, (2005) believe that most consumers judge a
product by its packaging before buying. So it is logical to say attractive
packaging is crucial in order to get the first time buyers to buy your
products. Without attractive packaging, nobody will buy it in order to try it.
The first step to enter the market is crushed if the packaging is ugly (Soroka,
2002). The basic function of packaging is to “preserve product integrity” by
protecting the actual food product against potential damage from “climatic,
bacteriological and transit hazards” (Stewart, 1995).
However, the first to define
packs as the “silent salesman” was Pilditch in 1957, who argued that the pack
must come alive at the point of purchase, in order to represent the salesman
(Vazquez et al., 2003). About 30 years later, Lewis (1991) expanded further on
Pilditch’s views, stating that “good packaging is far more than a salesman; it
is a flag of recognition and a symbol of values”. Given that only a small
minority of brands are strong enough to justify the investment that national
advertising requires, for the rest, packaging represents one of the most
important vehicles for communicating the brand message directly to the target
consumer (Nancarrow et al., 1998). As the retail environment becomes saturated
with competitors varying for consumers’ attention, packaging has to work harder
than ever if the product is to be noticed through the congestion of competitive
products (Milton, 1991). Alongside this challenge, retailers are faced with the
realization that consumers not only differ in how they perceive brands but also
in how they relate to these brands (Fournier, 1998; Muniz and O’Guinn, 2001).
Olayinka and Aminu (2006) see
packaging as all activities of designing and producing the container or wrapper
for a product. Kottler (2003) defines packaging as all materials products used
for the containment, protection, hard delivery and presentation of goods.
Packaging is the protecting products for distribution, storage, sale and use,
packaging also refers to the process of design evaluation and production of
packages. Packaging can be described as a coordinated system of preparing goods
for transport, warehousing information and sell. It is fully integrated into
government business, institutional, industry, and personal use (Diana, 2005)
Packaging can play an important
role in reducing the security risks of shipment. Packages can be made with
improved tamper resistanceto deter tampering and also can have
tamper-evident(Severin, 2007) features to help indicate tampering. Packages can
be engineered to help reduce the risks of package pilferage: Some package
constructions are more resistant to pilferage and some have pilfered indicating
seals. Packages may include authenticationseals and use security printingto
help indicate that the package and contents are not counterfeit. Packages also
can include anti-theft devices, such as dye-packs, tags, or electronic article
surveillance(Zabaniotou, 2004) tags that can be activated or detected by
devices at exit points and require specialized tools to deactivate. Using
packaging in this way is a means of loss prevention. It on this premises that
this research wishes to examine the impact of product packaging on organizational
sales turnover with special reference to PZ Nigeria Plc.