ABSTRACT

This research work was carried out to show that packaging could serve as a promotion tool in the detergent industry, using PZ Cussons Plc Aba as a case study to arrive at a valid study
The researcher made effort to pin point the role, importance, problems and challenges facing as regard to the packaging practices.Also steps were taken to determine the possible solution to the above mentioned problems. To better understand the research topic, the researcher views the opinion and contributions of scholar and experts in various fields as regards the subject matter.
Furthermore, questionnaire was used to collect instant information from the research population of 200 respondents determined using the yaro yumen model. The data were tabulated and subjected to analysis in percentages.However, conclusions were drawn based on the findings established.
Finally, research draws conclusion and recommendation.                                                          

TABLE OF CONTENTS

Abstract

CHAPTER ONE

1.0    Introduction

1.1   Background of Study

1.2   Statement of Problems

1.3   Research Objectives

1.4   Research Question

1.5   Research Hypothesis  

1.6   Scope of Study

1.7   Significance of study

1.8   Limitation of study

1.9   Definition of terms

CHAPTER TWO

2.0   Literature Review

CHAPTER THREE

3.0   Research methodology

3.1   Research Design

3.2   Population of study

3.3   Sampling Design and Procedure

3.4   Data Collection Instrument

3.5   Administration of Data Collection Instrument

3.6   Methods of data analysis

CHAPTER FOUR

4.0   Data Presentation and Analysis

4.1   Data Presentation 

4.2   Test of Hypothesis 

CHAPTER FIVE

5.0   Summary, Conclusion and Recommendation

5.1   Summary

5.2   Conclusion

5.3    Recommendation

References

Questionnaire

Normal 0 false false false EN-US X-NONE X-NONE /* Style Definitions */ table.MsoNormalTable {mso-style-name:”Table Normal”; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:””; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:8.0pt; mso-para-margin-left:0in; line-height:107%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:”Calibri”,”sans-serif”; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:”Times New Roman”; mso-bidi-theme-font:minor-bidi;}

CHAPTER ONE

1.0INTRODUCTION

1.1 Background of the Problem

Undoubtedly, consumer choice; especially for a consumer-centered marketing, is a significant determinant in the adoption of a firm’s marketing strategy and its performance in the competitive and dynamic environment of global market. According to the marketing concept, organizations have to satisfy consumer preferences so as to make profits. In the realization of this concept, companies must understand their customers’ needs and wants to provide products and services that their customers may purchase and use appropriately. The dynamics of consumer choice makes it difficult, because the thinking, feelings, and actions ofconsumersas well as the entire society at large are constantly dynamic and changing. The importance of ongoing consumer behavior research and analysis is highlighted by the growing fact of constant changes in consumers and their environments (Kolb, 2008). 

The effects of globalization on consumer behavior have multiple consequences for the market and marketing strategies. The increase in the world tradeand increasing integration of the world’s major economies will mean that decisions on marketing strategies will continue to be an important issue for academic research and marketing practice (Viswanathan and Dickson, 2007). As Zou and Cavusgil (2002) suggest there is a major gap in literature of generally accepted conceptualization of global marketing strategy. Henceforth, the increasing significance of marketing strategies on organizational performance and the growing impact of globalization on consumer choice and their response and attitudes towards it put companies in a dilemma of adopting variant strategies. 

Point of purchase buyer decisions increases the potential for the packaging to influence choice product and communicate to consumers (Clement, 2007). It is said that the best way to make the first impression count is through packaging. The attributes in the packaging of tangible products could help protect your goods and impress your clientele. Protection often results in minimal competition whilst impressed consumers only buy more and more of what you are selling. The packaging design is the driver for a firm’s communication of its goods. These attributes influence buying decisions among consumers and their selection of a single brand from various others on display. According to Rettie and Brewer (2000), packaging is an essential part of the selling process. 

Packaging is in itself a sales promotion tool for corporations around the world. A consumer’s buying behavior also stimulated by the packaging visual, informational and functional elements amongst other characteristics. Packaging becomes an ultimate selling proposition, which often stimulates impulse buying behavior. Increases in sales and market share and reductions in market and promotional costs can be brought about by successful packaging. According to Rundh (2005), package appeals to the consumer’s attentiveness towards a certain brand, it goes further to increasing the brand’s image, and stimulates consumer’s perceptions about the product. Packaging conveys distinctive value to products (Silayoi and Speece, 2007). It works as an instrument for differentiation and helps consumers to decide on the product from a wide range of parallel products, while stimulating customer’s buying behavior (Wells, Farley and Armstrong, 2007).

Previous researches show no consensus on the overall classification of packaging elements and how different types of packaging impact on consumer purchase decision. A few researchers try to examine all potential packaging elements and their effect on consumer choice (Butkeviciene, Stravinskiene, and Rutelione, 2008). Others delve into specific elements of packaging and their effects on buyer decision (Ampuero and Vila, 2006; Madden, Hewett and Roth, 2000; Underwood, Klein and Burke, 2001). 

The ability to understand consumer response to packaging in Asia is critical to food companies competing globally. This is due to the huge size of the market with its population estimated in the billions. Thailand is one of the leading markets for such trends with its packaged food industry being highly competitive. The Thai industry is a major player in the world market. Thailand is the world’s fifth largest food exporter; more than half of its exports are made to three major markets namely Japan, North America, and Europe (The Nation, 2003). Packaged food products constitute to part of its massive amounts of exports. The rapid growth of modern retailing in Asian markets, where packaging plays a critical role in communication, merchandising and consumer choice, is akeycatalystfor the competitive environment for fast moving consumer goods (FMCG) (The Nation, 2002). 

Packaging, along with marketing and high quality raw materials, is one of the three critical areas where SMEs need to develop more expertise (Asawanipont, 2003). A key to maximizing the overall impact of packaging is by understanding consumer view and response to a package. Many observers, among them AC Nielsen which is a prominent international consumer research company, believe that consumers globally are likely to have a roughly similar response to any FMCG, despite their obvious cultural differences (The Nation, 2002). Understanding consumers in one highly competitive market should provide a useful guide for others, even if some details of execution need to differ across countries. Researchers have found numerous elements of behaviour toward FMCG brands to be similar among middle class consumers across a number of Asian markets (Speece, 1998, 2002, 2003). In many respects, consumer choice and preferences in these markets does not seem far off from how Europeans may view brands (Speece, 2000).

A key issue to note is that, in Asia, many consumers are loyal to a small set of FMCG brands, rather than to a single one. Often, hardly half the consumers have made specific brand choices before they enter the convenience store, as a few brands are acceptable to them. In this case it is evident that the package truly is critical for these shoppers hence, it ought to communicate the advantages of the food product inside. Many consumers are becoming more careful shoppers, paying more attention to information about packaged food products (