THE INFLUENCE OF PACKAGING ON SALES OF DETERGENT

MANUFACTURERS

(A CASE STUDY OF PZ CUSSONS PLC ABA)

BY

OKOLIE NKECHI .G.

12E/0072/MKT

A PROJECT SUBMITTED TO THE DEPARTMENT OF MARKETING

SCHOOL OF BUSINESS AND MANAGEMENT TECHNOLOGY,

FEDERAL POLYTECHNIC NEKEDE, OWERRI

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF NATIONAL DIPLOMA (ND) IN THE MARKETING

DECEMBER, 2014

APPROVAL PAGE

This Project “The Influence of Packaging as a Sales Tool in the

Detergent manufacturers” (A Case Study OF Pz Cussons Plc, Aba) has

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been read and approved as being worthy accepted by the undersigned
in partial fulfillment of the award of National Diploma (ND) in Marketing.

Mr. Njemanze E.U. Date

Project Supervisor

Mr. Anthony Eguonuoha Date

Head of Department

External Examiner Date

DEDICATION

I dedicate this project to Almighty God for His mercy and protection
towards my life; I also thank my parents, Mr. and Mrs. Okolie.

ACKNOWLEDGEMENT

The project work was made possible by the divine hand of God Almighty
that provide the knowledge the drive and even the much needed speed
to realized what to Him be the glory.
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My humble and sincere thanks goes to my father Mr. Okolie Laz who
was there for me starting from the first day I entered this school, for his
financial support towards my academic carrier and his assistance for
making my education successful. I equally appreciate my beloved aunty
for her advice and encouragement during my stay in school.

Finally, my thanks goes to my project supervisor Mr. Njemanze E.U. for

his academic guidance and counseling which is no small way made the
project work a very big success.

ABSTRACT

The research work carried out to show that packaging could serve as a
sales tool in the detergent manufacturers, using P.Z 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 research views the opinion and contributions of
scholars 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 CONTENT

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Title page i

Approval Page ii

Dedication iii

Acknowledgement iv

Abstract v

Table of content vi

CHAPTER ONE

1.0. Introduction 1

1.1. Background of the study 1-3

1.2 Statement of the problem 3-4

1.3. Objective of the study 4-5

1.4. Relevant research question 5

1.5. Significant of the study 6

1.6. Scope of the study 8

1.7. Limitations of the study 8

1.8. Definition of terms 9

CHAPTER TWO

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2.0 Literature Review 11

2.1 The Concept of packaging 12

2.2 Definition of Packaging 14

2.3 Basic Packaging Functions 15

2.4 Planning the Package and its Language 17

2.5 Influence of Package on the Company’s product 20

2.6 Importance and Problem of Packaging in Marketing 20

2.7 Consideration in Packaging decisions 27

2.8 Decision involved in Packaging 28

CHAPTER THREE

3.0 Research design 30

3.1 Introduction

3.2 Research Design 30

3.3 Description of Data collection Instrument 31

3.4 Sample size determination 32

3.5 Sample technique 33

3.6 Validity and reliability for the research instrument 33

3.7 Data Analysis tools 34

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CHAPTER FOUR

4.0 Presentation and analysis of data 35

4.1 Introduction 35

4.2 Presentation of tables 36

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation 52

5.1 Introduction 52

5.2 Summary of the findings 52

5.3 Conclusion 53

5.4 recommendation 54

Bibliography 56

Appendix 57

Questionnaire 58

CHAPTER ONE

1.0 INTRODUCTION

Packaging can said to be the material used to wrap or protect

goods, so packaging is the science, art and technology of enclosing or
protecting products for distribution, storage, sales and use.

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1.1 Background of the Study

In the past, the management of different organization has

considered packaging significant only for the product, thereby learning
the responsibility of packaging to the version manufacturing
departments. However, a marketing manager regards package as the
source of supplementary

1.2 Promotion to its Brands

It attracts the customers thereby enabling the customers to carry

out a purchase without difficulties.

In modern economy, a well improved packaging is done to attract

buyer who need information about the product.

The Nigeria has been described as seller’s markets goods are

relatively scarce and consumers are only anxious and willing to buy
whatever product is little completion in the market and therefore, the
customers have the limited choice to produce variety and quality for the
emphasis in sales function of the package.

In spite of his general lack of market orientation in the marketing

of most consumer good, the detergent manufacturers is highly
competitive. The intensity of competition is great in the area of product
development, packaging design and therefore generation.

Today, manufacturers lay much emphasis on packaging design

because the presence of good product package in sell service store can
induce consumer to make purchase package has been serving not only

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as a label, but also in an increasingly recognized as an effective
motivator device for sales promotion.

Many authors lay much emphasis on packaging as a “fifth” in

addition to price, place, promotion and product and thus treat package
as an element of product strategy.

In Nigeria today, manufacturers and consumers are sharing the

immense benefit of the product packaging and there is an increasing
degree of concern shown by manufacturers in providing packaging
design and also the consumer rely on the nature and information on the
packaging of the goods and they purchase.

1.3 Statement of the Problems

In the past, it was customary for managers to be more concerned

with the product promotion that seeks to improve the fundamental
feature of their product but fail to show that customers do not first
spend to buy any on the satisfaction they drive and show they are
associated with the products.

The problem that prompt me to embark in this research object are

uneasy differentiation of product from another especially in the
detergent manufacturers likes PZ cussons Plc Nigeria. However, is a
problem of how the customers appreciate the physical attributes of the
certain colours and adequate transformation about the product on the
package. So there is a problem of inadequate packaging innovation
strategies in the packaging of detergent complete with growing
competitors.

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 1.4 Objective of the Study

The objective of the study is critically examine the role or influence

of packaging and what packaging will be able to do in the promotion of
company product. Having this in mind, the practice existing in P.Z
cussons Plc Nigeria, Aba Abia State.

Some years ago, packaging was a mirror element in the marketing

of product with in mind, the primary objectives of this research have
been:

i. Promotion, which help to create awareness and recognition to the

product in the market.
ii. To identify the product so that customer can easily differentiate
and patronize the product such as added quality signals through
creative use of colour, copy material and construction.
iii. Achieve consistency with other consistence colour graphic and
product benefit for reinforce the brand image.

1.5 Relevant Research Question

In the course of this work, the following research question were

highlighted in order to get the input of package in the detergent
manufacturers.

1. Is there any significant relationship between packaging?

2. Does packaging serve as a relationship between packaging and
promotion as a tool for marketing in the detergent manufacturers?
3. Is packaging essential to your marketing plans?
4. Is packaging a vital force in selling a product?

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5. Does packaging serve as a means of advertising?
6. Is the cost of packaging justified at the end of the sales period?

1.5 STATEMENT OF HYPOTHESIS

For the purpose of this study, the following hypothesis have been
formulated.

H0: Packaging serves as a relationship between packaging and

promotion as a tool for marketing in the detergent manufacturers

Hi: Packaging does not serve as a relationship between packaging and

promotion as a tool for marketing in the detergent manufacturers

1.6 Significance of the Study

This study will be good relevance to:

 Organization: It will enable the organization understand the

important of packaging and relationship has within the product.
 Consumers: They will enable the final consumers to know and
appreciate the worth product which can be recognized by the
consumer at first sight.
 Would Be Researchers: This study will also serve as a reference
point to conduct in the field, and also to the institution. This research
work will be relevant to every business student in marketing as
regard to the needs of packaging relationship to the product.

It is also relevant for those who want to research more on the topic and
also serve for the reference purpose in the seedence seefers. It will also
be relevant to the government to create a good buying/selling
relationship between the government and individual organization for
growth survival and success.
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 1.7 Scope of the Study

The scope of this study is limited to the detergent manufacturers

like PZ cussons Plc Aba. It covers the packaging as a sales tool for
marketing detergent.

It also studies the consumer behavior towards the packaging it will

try to show whether PZ cussons will be able to do more sales when the
product package is well promoted. All findings will be limited to PZ
cussons.

1.8 Limitation of the Study

However, various problems were encountered in the course of

carrying out this project prominent among these problems was finance.

It cost me a lot of money to travel from Nekede to Aba on several

occasions to get the required data. I equally made some contact with
some key managers of the company on the phone. I have to visit the
internet on several occasions, for secondary information needed for this
work.

1.9 Definition of Term

 Packaging: Is an activity involved in designing and manufacturing the

container or wrapper for a product. It is general group of activities in
product planning that involves designing and packaging the container or
wrapper for a product (Stanton, W.J. 1981).
 Trade Promotions: This represent a manufacturers brihated
inducement or incentives owned at improving the sale effectiveness of
the dealers or middlemen. It includes bonus e.t.c.

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 Band: It is a name, term, symbol, or special design or some
combination of these element, which is intended to identify the good or
services of one seller or a group of seller. It is also a word, letter or
group of words or a letter that is alterable, use in the identification and
differentiation are simple classified into (private) brand family brands,
individual brands.
Family brand is when a manufacturer decided to use one brand
name for all his product, examples are Johnson and some powder, oil
lotion e.t.c
Individual brand is when the manufacturer gives a separate brand name
for each of it’s individual brand strategy, coca-cola, fanta and sprite
e.t.c.

CHAPTER TWO

2.0 LITERATURE REVIEW

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 A literature review is the body of text aim to review the critical
point of current knowledge including substantive finding as well as
theoretical and methodological contribution to a particular topic.

The selection of available document (both published and

unpublished) on the topic, which contain information, ideas, data and
evidence written from a particular stand point to fulfill certain aim or
express certain view on the nature of the topic and how it is to be
investigated, and the effective evaluation of the document in the
relation to the research being proposed.

Okoye (2006) opined that literature review is the process of

identifying, locating and analyzing of document on information related
to this research problems.

It further indicated that it involves locating, reading, assessing and

summarizing of material from text book, journals, periodicals and
previous research work related to the indeed research problem which
the research intend to investigate.

The review could be a directed or a non-directed type. A directed

literature review is the type that is made when the researcher is already
know that he is searching for and that will assist him or her in
expanding the frontiers of his or her knowledge. For non-directed
literature review, that researcher hopes to get some important
information that will help in finding solution to the problem in the case
of reviewing the material available to him for the purpose.

2.1 The Concept of Packaging

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 Much has been written on the function of packaging rather than
defining or starting what package actually means. Sarnton, W.J. (1978)
sees it as the general group of activities in product planning which
involves designing and producing the container for a product.

Packaging is an entire business of marketing which revolves

around the idea of relating the producer or services.

According to Maxwell, packaging acts as the last chance in

customers marketing at least for a business to fall to a potential
customer. Peaching on Maxwell’s view, one can easily say that
packaging can help the producers to communicate as many information
as possible to the potential customers in particularly and to the target
market in general. This means that the producer may not be around
physically, but can pass information to the customers then information
passed may be inform of colour size and design of the package.

Brown (1976) observed that packaging has become such an

important part and it is economically to contain product for storage,
shipment, sale and trial. Use packaging is part and parcel of creating
product and act as a product itself the sales function of packaging on
detergent help to pass information to the customer through size, shape
e.t.c. It is often said that packaging serves as a silent sale person.

2.2 Definition of Packaging

Stanton W.J. (1981) defined packaging as the general group of

activities product planning that involves designing and producing the
container or wrapper for product packaging could be said to be very
closely to labeling and the brand is typically on the label.
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Reasons for Packaging

Bker M.J. (1981) added these reasons for packaging

Production: A utitarian reason for packaging a product is to give it

protection from the point of production to which it is finally consumed
by the ultimate user of the product packaging protect from losses
resulting from evaporation spoiling and even spillage.

Identification: To prevent substitution of other good, packaging is

used to give the product an identity it could be in any significant way by
which the manufactures can physically differentiate his product from
others.

Profit Possibilities: A product may be packaging in such a way that it

may increase the management profit possibilities, customer being
willing to pay more for an attractive special packages, even though the
increase in price exceeds the addition cost of packaging.

2.3 Basic Packaging Function

A major purpose of packaging is to house or contain the product.

E.g. top serve as project and a carrier as a result of preserving boxing
creating, sealing and wrapping purpose. It is profitable to consider the
distributors, consumers and legal requirement for package and
promotion. Constitute the role distinguishing features open which the
product success or failure depends.

Many products are not consumed immediately after the packages

are opened. They are used over very period of time to avoid spoilage;
such products must be packaged in reasonable packs visual appeal is

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 also an important aspect of pack design especially in manufacturing is
seeking to create.

Lastly, consumers will want packages which satisfy their

information needs. The information a price how the product should or
may be and some view of the continues itself legal requirement. The
production and design of package is influenced by the increasing around
of information which by law must appear on it. These legal requirement
are not taken serious by some of our manufacturers, means of seeking
the legal right over a product include:

a. Patent right for a new invention of application.

b. Copyright provided the existence and ownership can be priced, this a
powerful weapon against imitation.

To secure ownership of these legal right, one must

i. Identify the design

ii. Keep the original drawings
iii. Ensure that the right has been designed to you

2.4 Planning the Packaging and Its Language

Packaging as an exterior cover for production has some language

used for it

“Manda” advanced for language which are used in packaging these are:

a. Primary Packaging: It refers to the product immediate containers.

The primary package some cases will hold the product until the
consumer is prepared to use it after which it will be disposed.

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b. Shopping Packaging: It involves any other competence necessary for
strong identification or transportation.
c. Secondary Packaging: It involves the extra large for protection which
are been removed once the product is about to be used.
d. Labeling: This is the part of material that identify the product and its
content and which provide instruction for its handling and treatment. A
label contains the verbal information about the product or the
producers.

The Language of Packaging

One of a market vital selling tool is packaging, through the

packaging of product, many of the product have a district image in the
customer mind. Packaging attracts the buyers, communication relevant
information in sale and present attractive visual appeal, as a matter of
fact, intelligent and creative packaging can mean the difference, the
success or failure of a product. The language or the purpose of this
study will relate to packaging as a whole hence it could be an idea or
feeling regarded packaging.

2.5 Influence of Packaging on the Company’s Product:

In recent times, the sale the company’s product has greatly

hindered on the packages which the product is converted on. However,
lux is the concept of beautip our well designed clothing; shoes that fit
our bodies any synonymous with the package sophisticated shape and
after so does a well designed package attract on to buy a detergent
product. The packaging can thus add in the influencing of the
company’s product, because a well packaged product pays less

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 attention to price increase the firm public deprived consumer
movement.

2.6 Importance and Problems of Packaging in Marketing: Most

companies recognize that packaging is important for protection and
conveniences as packaging has been production oriented in most firms.
However, the marketing significance of packaging is being recognized.
The increase use of brand and the public using standards of health
and sanitation have contributed to the growth of packaging the major
factor however, is the importance of packaging as a real competitive
force in today struggle for marketers the widespread use of self services
and automatic vending methods of selling jobs at the point purchase.

It is not a simple taste for manufacturers to get their product

placed on display in a retail outlet sheet space and retailers incline to
carter for products who have used effective packaging new development
in packaging product. Replacing the traditional one with new features.

Traditional role of packaging includes:

a. Convenience
b. Economy
c. Product protection
d. Silent salesman

Convenience:

It is the type of packaging that link with distributor and transfer

little. The product should be packaged in a way that consumer has to
get home with the product without extra problem. A product should be

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sealed in a way that the consumer will find it too difficult to open and
convenience is needed in every product.

Economy: A producer wishes to keep the cost of packaging how since it

has frequently been regarded by buyers as an extra cost which merely
adds to the total cost of transforming the little or right to use the
product without adding any substantial marketing advantages. The
consumer is willing to deal with a know brand name, and reliable quality
represents a kind long range economics guaranteed to consumers, it is
attractive even through the increase in the price, consumers go for it.

Protective: The main objective of packaging is to protect the product

during distribution process until it gets to the final consumers then the
function are quite numerous, packaging of a product facilitates
protecting it from spoilage, evaporation and spillage, change in whether
and from damage handling by the consumers.

Problems: Today’s customers have to face a number of problems

especially when purchasing. These days are becoming much more
impersonal with a large percentage of all purchases being made from
supermarkets or departmental stores.

More so, when product are sometimes wrapped in plastic,

containers, it is difficult for the consumer. Another problem which is
facing packaging in Nigeria is the issue of monopoly of near monopoly
most of the manufactures of package product are few in the company
especially in jobs.

Changing The Package: The question of whether to change a packet

or not, if so when to make the change is related the related today is
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forcier of change and this trend is gaining momentum. In general
management has two reasons for considering package innovation to
combat a decrease is sale and expand a market by attracting new group
of customer specially from mere want to correct a poor feature
advantages of a new materials some change their container package
may show up well in advertisement.

Packaging the Product Line: A firm must decide whether to develop

a family resemblance in the packaging. It involves the use of identical
package for all some customer’s features. Family packaging should be
used only when the product are related to similar quality.

Re-Use Packaging: Another strategy top to be considered is re-use

packaging. Should the company design and promote a packaging that
can serve other purpose after this original container has been
consumed. Re-use packaging also should stimulate, prepare purchase
as the consumer attempt to a quite a match set of containers.

Multiple Packaging: For many years, there has been a trend towards
multiple packaging or the practice of placing several units in one
container. Example of product that are soap, motor oil, candy bars and
building hardware, beans, bowels, e.t.c.

Consumer need as protection from unscrupulous marketers, in as

much as freedom guarantees for enterprise- there must be information
about the goods the consumers want to buy. Adulteration people in the
Indian market refused to buy packaged food because they demand the
right to handle and taste the product to be sure of their characteristics.

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Criticisms of Packaging: Packaging is in the socio-economic fore front
today because of its relationship to environmental pollution issues.
Perharps, the biggest challenges facing packaging is how to dispose
used containers, consumer desire for convenience conflicts with their
desire for a clean environment, other socio-economic criticism on
packaging are:

a. Packaging depicts our natural resources

b. Packaging is excessively expensive
c. Packaging is deceptive
d. That some material used or product packaging tends to be
hazardous, the weakness in their argument is that they also tend
to forget that government has trained the use of such dangerous
materials.

2.7 Consideration in Packaging Decisions: There are factors

responsible for the wide recognition of packaging as an independent and
powerful setting tool, namely:

Self Service: There increasing number of product which are sold on a

sell service basis as a result of the growth of super markets and
discount houses.

The package must perform many of the sales task that is it must
attract attention, desirable the product features, given the consumers
enough confidence and make a favourable overall impression.

Consumer Affluence: This in consumer wealth means that consumer

is willing to pay a little more for the convenience, dependablility and
prestige of better packaging.
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Company and Brand Image: Nowadays, companies are recognizing
that the power of well development packaging can contribute to instant
consumer recognition of the company or brand-for example there is
hardly a firm buyer who does not immediately recognize from a
distance the familiar yellow packaging of Kodak identification but also
for the brands positioning concept in terms of quality costs and other
factors.

Innovational Opportunity: Innovational package can bring about

large profits and or buying impulse for example, the packaging
innovation from the old “paper packaging close to up to the plastic
package” brand attract large sales gains and or buy impulse for an
organization.

2.8. Decision Involved in Packaging: Developing the package for a

new product requires many decisions, the first task is to establish the
packaging concept. This concept defines what the package should
basically be the particular product. For example, whether the package
would after superior product protection, introduce a novel dispensing
method, suggest certain qualities about the products of the company, or
something else.

Other decision should be made on the component element of

package should basically be for the particular product, for example
whether the package would offer superior product production, introduce
a novel dispensing method, suggest certain qualities about the product
of the company or something else.

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 Other decision should be made on the components elements of
package design size, shape, materials, colour, text and brand.

EMPIRICAL LITERATURE

According to Lamb, et.al.(2012), the recent trend is for packaging to

serve as a means of establishing competitive advantage. Packaging is
regarded as being an important dimension of an integrated
marketing strategy, rather than just being an isolated area of
marketing. Blythe (2006) believes that packaging can be considered as
part of the product, since packaging can confer some of the product's
benefit or even be integral to the product. Packaging refers to all the
activities of designing and producing a product's container (Kotler and
Keller, 2009). All packaging elements must be in harmony and must fit
with the product's pricing, promotion, advertising and other marketing
elements. Packaging must make sure that it achieves a number of
objectives from the perspective of both the organisation and
consumers.

Packaging is the regarded as being the most powerful “voice” in

marketing communication as it immediately precedes the purchasing
decision or the act of purchase. It is a final chance to promote a

product or to clarify what its characteristics are and to assure the

customer of the marketer’s good intentions (Blythe, 2006). It is the
consumer's first exposure to the product, so it must be a
favourable first impression. According to Hawkins and Mothersbaugh
(2012), packaging involves designing and producing the container or
wrapping for the product. Labeling is part of packaging design because

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it is the printed information that appears on the package. As part of the
design, packaging must identify the brand logo and name, convey
descriptive and persuasive information which must attract attention and
convey information. Packaging has both functional and perceptual
components.

As a consequence of increased competition and clutter on retail store

shelves, it means that packaging must now perform many sales tasks
from attracting attention to describing the product to making the sale.

Packaging now acts as an industry’s “silent salesman” (Rundh, 2005).

Packaging must not only attract and hold the consumer's attention but
it must also communicate information on how to use the product,
divulge its composition and content and satisfy any legal requirement
regarding disclosure (Belch and Belch, 2007). Packaging plays a key
role in brand promotion and management (Kotler and Keller, 2009).

The primary benefit of packaging to consumers is convenience

(Semenic, 2002). Packaging carries the brand name and logo and
communicates the name and symbol to a consumer. When packaging
clearly communicates the brand name and logo, consumers can more
easily locate the brand in the shopping environment. This same effect is
true when the consumer stores the brand at home, because the
packaging continues to communicate the brand name as well as the
brand image. Ease of use, economy of use, safety and environmental
benefits can all be built into package design and these benefits blend
with the communication and promotional role of packaging (Belch and
Belch, 2007).

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Perceptions are combined psychological influences and it is crucial for
marketers to understand them. To achieve communication goals
effectively, knowledge about consumer psychology is important, so that
manufacturers understand consumer's response to their packaging
(Silayoi and Speece, 2007). Lamb, et.al.(2012, 86) point out that
perception is the process by which physical sensations such as sight,
smell, taste, touch and hearing. This interpretation of a stimulus
allows a person to assign meaning and a coherent picture to it. The
perceptual process is such that consumers will ignore stimuli
they deem irrelevant and interpret all stimuli in a way that is
consistent with their personal version of reality. This has implications
for packaging.

GAP IN REVIEWED LITERATURE

More research should be done on marketing its influence on marketers

as their role is linked to packaging. It is ascertained that labeling has
significant effects on consumer awareness of the product. Finally, it
was observed that product differentiation has significant effects on
consumer evaluation of the product. A unique packaging approach can
be a powerful advantage in drawing consumer’s attention and drive
impulse purchases, especially with the move to self-service retail
format; packaging enhances its primary characteristic as “salesman on
the shelf” at the point of sale (Pilditch, 1972; Silayoi and Speece
2004).A product’s package also has a visual appeal that can be
attractive or unattractive to customers. This concept has been
thoroughly investigated and researched. A study by Clement (2007)
shows that the visual attributes of a product that are attractive to a
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consumer are the distinct shape, color, orientation, and contrast or size
of the package. Another way companies try to influence consumer
purchasing decisions is through the product packaging design. A
product’s package can become yet another “salesperson” for the
product once it is in stores. As a result, companies are trying to
determine how to best use a product’s package to communicate with
their customers in hopes that it will play a significant role in a
consumer’s decision to buy their product.The following hypothesis is
therefore proposed.

SUMMARY OF REVIEWED LITERATURE

Marketers must use packaging to good effect in order to differentiate

their offerings from those of competitors. To this end, brand names,
logos, packaging shape, packaging dimensions, packaging texture and
other cues must be made explicit so that the brand identity through
the package is explicit. This is important, considering the number of
competing products in the fast moving consumer market. Marketers
must use packaging to effective use with a view to developing brand
loyalty with customers. Consumers are aware that packaging does not
serve entirely to protect a product. The communication and convincing
value of packaging thus comes to the fore. To this end marketers
need to maximize communication via packaging. This is associated
with the finding that consumers believed that packaging acted as a
silent salesman. Consequently, marketers need to employ non-human
selling tactics, via packaging, with a view to moving products off
shelves. Marketers need to be cognizant of the fact that consumers
believe that packaging can be deceptive. To this end, they must ensure
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that the packaging itself and messages/information on
packaging is credible and not misleading.

CHAPTER THREE

3.0 RESEARCH DESIGN

Research could be said to be specification of inadequate

procedures to help solve the problem of inadequate promotion while
packaging a product, such that the cost obtained in various level of
accuracy and the expected value of information associated with each
level of accuracy all minimized.

The various process involved in obtaining analyzing and

interpreting the data which yield the necessary information to satisfy
the research purpose are described in this chapter.

3.2 Research Design

The researcher use both historical research and description research

method in carrying out research work.

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 Historical research is used to seek out data that are data it
involves gathering the data from the management and the PZ cussons
Plc Aba.

This information provides that first data needed by the research

and evaluation of personal selling. It is used in understanding and
explaining records.

Descriptive research on the hand seek to find out the condition or

relationship that exists opinion assets that are evident or trends that
are developing in carting out a descriptive research. The researcher
uses some instrument like questionnaire, interviews and observation to
collect relevant data.

3.3 Description of Data Collection Instrument

The researcher is concluded to get useful information and facts

from the worker of PZ cussons Plc Aba. The study used secondary and
primary source of information.

Primary source of data era the just hand information that was
generated by the research through direct contact with the production
manager and some staff of the organization who are accessible to be
interviewed.

Secondly, data were collected from work of previous write up on

the topic relating to package. It is equally collected from both the
published materials and many textbook, packaging and also magazines
articles in the dames professional bodies, from and many other
periodicals.

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3.4 Simple Size Determination

A simple size is subgroup of the population under study in order worker

is a drawn from the subject of study for easier investigation going the
identified population of 660 works is research decided to use the Yaro
Yumen formular to arrive sample size.

A= Sample Size

N= Population

E= Standard error (based on 95% confidence level formular)

N =n

N (e)2

600
1=660 (0.05)2

N= 399

3.5 Sample Technique

These are the strategies applied by researcher during the statistical

process. This is done when the researcher aims to draw population after
conducting a study on a sample token from the same population.
Sampling technique allows the researcher to estimate the possible
number of subjects that can be included in the sample. This type of
sampling techniques, the duration of the study, the number of

29
materials, ethical concerns, availability of the subjects/sample, the need
for the study and the amount of workforce that the study demands.

All these factors contribute to the decision of the researcher

regarding to the study design.

3.6 Validity and Reliability for the Research Instrument

Validity refers to the ability of a research to come up with the right

data. These data becomes reliable if they are valid. Therefore, in order
to ensure validity and reliability, the researcher used personal interview
is one on one relationship between the respondents and hidden sources
of feelings are discussed. The personal interview was face to face
interview with respondents and it enables the researcher to refrain
some questions it enable the researcher to her direct firm instrument is
valid and reliable.

Questionnaires is a collection of question and or statement to

which interview are expected to regards thus on as much as
questionnaires allowed the respondents the freedom to answer the
question without any influence as a result of the instrument is valid and
reliable.

3.7 Data Analysis Tools

These tools could be used to analyzed the data collected through

questionnaire, observation, interview e.t.c. however, the percentage
method should be used to analyzed the questionnaire distributed and
collected in forms of percentage.

This is depicted by;

30
Number of questionnaire collected X 100

Number of questionnaires distributed

3.5 Research instrument and administration

The instrument used in collecting data in this study was the

questionnaire. The researcher will personally administered copies of the
questionnaire to the respondents. The researcher will administer the
copies of the questionnaires to 399 respondents in the ratio of the 140
questionnaires to each of the two selected departments at the Federal
Polytechnic Nekede.

CHAPTER FOUR

4.0 PRESENTATION AND ANALYSIS OF DATA

This chapter is mainly to examine the response from the

respondents by way of interpreting and analyzing the response. It is
important to note that questions analyzed in the chapter have already
appeared in the questionnaire. Three hundred and ninety nine (399)
questionnaire were administered to both senior and junior staff of PZ
cussion Plc. Aba, and two hundred (200) questionnaire were duly
completed and returned.

4.1 Introduction

Data analysis and presentation skills. An introduction for the life

and medical sciences is an involve text allowing students to develop
appropriate key skills when designing experiments generating results,

31
analyzing data and ultimately presenting finding to academics and
references. Taking a hands-on approach each of these access and
evaluate information using a variety of resources.

4.2 Presentation of Tables

The analysis of the returned questionnaire is show below using

percentage and tables.

Table 4.3.:(Question analysis)

Sex

Option No of respondents Percentage

Male 120 60%

Female 80 40%

Total 200 100%

Table 4.4: Question analysis

Education qualification
Option No of respondents Percentage
First school 40 20%
leaving
certificate
WAEC/ 0060 50%
equivalent
Diploma/degree
and above
Total 200 100%

32
 The above table shows that greater percentage of the respondents

has higher education background. They represent 50% of the total

respondents only 30% are WAECH holders and 20% are first school

leaving certificate holder.

Table 4.5 : Question Analyzed

Position in the organization

Option No of respondents Percentage

Managemen 35 17.5%

Senior 75 37.5%

Junior staff 90 45%

Total 200 100%

From the analyzed above, 35 of the respondents 17.5% of the total

number are management staff while 75 respondents are senior staff

representation 37.5% and 90 respondents 54$ of the total number is

junior staff of PZ cussons PLC Aba.

Table 4.6

33
Question for product packaging: could packaging be done promotion

protection or information.

Option No of Percentage
respondents
Promotion 100 50%
Projection Nil 0%
Information 50 25%
Differentiation 10 5%
All of the above Nil 0%
Total 200 100%

Table 4.7

Is packaging essential to marketing plan?

Option No of Percentage
respondents
Strongly agree 95 47.5%
Agree 55 27.5%
Disagreed 20 10%
Strongly disagree 10 5%
Indifferent 20 10%
Total 200 100%

From the above table, 95 respondents representing 47.5% of total

number strongly agreed that packaging is essential to marketing plan.,
27.5% agreed with the statement while 10% disagreed with the
statement and 5% of the respondents were indifferent to the statement,
while 10% strongly disagreed.
34
Table 4.8

Question analyzed

Is packaging a vital force in selling a product?

Option No of respondents Percentage

yes 180 90
No 20 10%
Total 200 100%

Table 4.9: Question analyzed

Does packaging serve as a means of advertising?

Option No of respondents Percentage

yes 140 70%
No 60 30%
Total 200 100%
Table 4.10:Question analyzed

Packaging reflect the attribute of the company?

Option No of respondents Percentage

Yes 120 60%
No 80 40%
Total 200 100%

From the above given 60% of the total attitude of the company in
its product 40% representing 80 disagreed with the question.

Table 4.11: Question analyzed

35
Is packaging an instrument for establishing company’s images?

Option No of respondents Percentage

Yes 135 67.5%
No 65 32.5%
Total 200 100%

From the analysis above, 135 respondents representing 67.5% said that

package is an instrument for establishing company’s image while 32.5%

said that it is not.

Table 4.12:

Does packaging enhance product promotion?

Option No of respondents Percentage

Yes 175 87.5%
No 25 12.5%
Total 200 100%

From the table above, 175 respondents representing 87.5% of

total number said good packaging enhance product promotion, while
12.5% of the respondents said no to that statement.

Table 4.13: Question Analyzed

Does packaging help to differentiate a company product?

Option No of Percentage
respondents

36
 Strongly agree 100 50%
Agree 60 30%
Disagreed 10 5%
Strongly disagree 15 7.5%
Indifferent 15 7.5%
Total 200 100%

From the table above, 50% strongly agreed that packaging help to

differentiate product, 5% disagreed while 7.5% are indifferent.

Table 4.14:

Does packaging contribute to the rising standard sanitation and health?

Option No of respondents Percentage

Yes 115 57.5%
No 85 42.5%
Total 200 100%
From the table above, 576.5% of the respondents said that

packaging improves the profitability of a product 42.5% said No

Table 4.15: question analyzed

Is packaging the only significant way to identifying a product.

Option No of respondents Percentage

Yes 100 50%
No 100 50%
Total 200 100%

37
 From the above analysis 50% of the respondents said that the only
significant way to identify the product is through its package while 50%
said No.

Table 4.16: Question Analyzed

Does packaging enhance measurement of a product?

Option No of respondents Percentage

Yes 100 50%
No 100 50%
Total 200 100%

From the above table, 100 respondent are one of the view that

packaging enhance of facilitates measurement of a product while 100

also reflect the view.

Table 4.17: Question Analyzed

Does package facilitate perception during self services?

Option No of respondents Percentage

Yes 120 60%
No 80 40%
Total 200 100%

From the above table, 60% of the respondents support that

packaging facilities visual perception during self service while 40 said
No.

38
 Table 4.18: Question Analyzed

Does packaging enhance product during equipment?

Option No of Percentage
respondents
Strongly agree 80 40%
Agree 60 30%
Disagreed 20 10%
Strongly disagree 10 5%
Indifferent 30 15%
Total 200 100%

From the above table, 40% strongly agreed the statement above

80% agreed, 100% disagreed and 15% are indifferent.

Table 4.19: Question Analyzed

Can poor package kill a product image?

Option No of respondents Percentage

Yes 180 90%
No 20 10%
Total 200 100%

From the analysis, 70% of the respondents representing 140%

respondents said that packaging serves as a protective representatives
shield for a product with 30% said No.

Table 4.2.1: Question Analyzed

39
Is there any significant relationship between packaging and sales

volumes of a product?

Option No of respondents Percentage

Yes 110 55%
No 90 45%
Total 200 100%
From the above table, 110 respondents said there is significant

relationship between packaging and sales volume of product while 90

respondents does not believe that.

Table 4.22: Question Analyzed

Does packaging serve as a relationship between packaging and

promotion as a tool for marketing in the economy?

Option No of Percentage
respondents
Strongly agree 90 45%
Agree 60 30%
Disagreed 20 10%
Strongly disagree 10 5%
Indifferent 20 10%
Total 200 100%

From the above table, 90 respondents strongly agreed on the

above question, 60 agreed, 20 disagreed, 10 strongly disagreed and 20

said indifferent.
40
Table 4.23: Question Analyzed

Is the cost of packaging justified at the end of the sales period?

Option No of respondents Percentage

Yes 140 70%
No 60 30%
Total 200 100%

From the above table, 140 respondents of view that cost of

packaging is justified as the end of the sales period while 60% said No.

CHAPTER FIVE

5.0 SUMMARY, CONCLUSION AND RECOMMENDATION

Packaging is the main way product are advertised and identified.

This directive provides for measures aimed at limiting the production of
packaging and promoting recycling re-use and other forms of waste
recovery.

5.1 Introduction

It summarized and outlines the importance of the chapter of the

over achieving brands from the assessment the package must
complement the product, it is a great way to promote what is inside of
it and it is almost applicable in everything to life.

5.2 Summary of the findings

41
 Packaging as a sales tools to the marketing of a company’s product
he should created developed and maintain on a mutually advantages
basis.

However, packaging should be aesthetically pleasing and

distinctive brands on the retail shield, it should also be convenient to
handle by the consumers. Packaging brands name and labeling that
provides certain kind of information such as weight volume and
ingredient that are used by some sales message to the public.

The input of the observation above is that a package must have

prominent either or design in order to catch the consumers hold his at
tension and in state interaction between producer and customers a
company that wants to improve its sales and market share must
understand that packaging cannot be left out of as it is difficult to
depend on advertisement personal selling and sales activities as a
means of increasing sales and revenue.

5.3 Conclusion

In conclusion, everybody should be involve in packaging specialist

from each department should involve in packaging carries message or
other items of information that many shoppers need to make buying
decision , e.g instruction such as corrosive and highly inflammable etc.
it is a silent personal and advertisement medium.

It helps to revitalize a product image especially when the product

is at its death or decline stage as well as stabilize seed for existing
product.

42
It is a paramount important that companies should take cognizance of
the problem of package and think the way of solving a large market
share for their product.

5.4 Recommendation

If marketing is defined as providing continuing customer

satisfaction at incepted profit, then it is evident that packaging is of
marketing process because a company product during distribution
promotion and profit ability may effect and the effected by its
packaging. Therefore, it should continue to consider or seriously as any
other part of marketing chain.

Although, the packaging system of the company is fairly good as

indicated in the data, it does not mean that the company operates at
100 percent level of efficiency. Although companies have tried to bridge
the gap between the process of commodities by producing product with
less costly pack such as polythene bags. This can easily captured by the
market.

Therefore, I will recommend that the company should endevour to

uphold a better way of doing packaging at a very low price.
Furthermore, with the growth of self-services sore, manufactures should
design packages either the special need of this stores in mind.
Packaging is especially information to self-services store because
consumer works around and picks up the goods themselves.

Manufacturers should therefore ensure that packaging meets three

special needs.

43
 Firstly, the goods have to be stocked on the top of the other
shelves and their package are more suitable if the shop makes them
easily stocks.

Lastly, packaging should always show what the product is

presented, preservation, sales profitability and differentiated marketing
process.

44
 BIBLIOGRAPHY
Agbonipeh, B.A et al (1998), Marketing in Nigeria concept and decision
“abi, Afriover publisher.

Anyanwu, A. (1993), “Dimension of marketing” Okigwe Aran global

publication

Baker J.M (1981) Marketing theory and practices new York. The
Macmillan press Ltd.

Iwuagwu. E. (2004), Statistic for practice application owerri nation-wide

publisher Ltd.

Kalu, P.O (2002) “Fundamental of marketing Aba; mark education book.

Nnabuje. J. (1998) “Marketing management” Enugu precise on printers

publication.

Okafor, A.I (1995) “The practice of marketing owerri” best printing and
publication Ltd.

Stanton, W.J (1981) “Fundamental of marketing” Kagakwesha; McGraw

Hill.

1. Belch, G. E. and Belch, M. A. (2007). Advertising and Promotion: An

integrated Marketing Communication Perspective. 7th ed. New
York: McGraw-Hill Irwin.

2. Blythe, J. (2006). Essentials of Marketing Communication. 3rd

ed. London: Pearson Education Limited.

3. Du Plessis, P.J. and Rossouw, G.G. (2007). Buyer Behaviour:

Understanding Consumer Psychology and Marketing. 4th ed. Cape
Town: Oxford.

4. Hawkins, D.L. and Mothersbaugh, D.L. (2012).

Consumer Behaviour: Building Marketing Strategy. 12th ed. New York:

McGraw-Hill.

5. Kanuk, L.L. and Shifman, L.G. (2009). Consumer Behaviour. 10th ed.
Upper Saddle River: Pearson Education Limited.
45
6. Koekemoer, L. (2004). Marketing and Communication: Promotional
Strategy. 2nd ed. Cape Town: Juta

7. Kotler, P. and Keller, K.L. (2009). Marketing Management. 4th ed.

New York: Pearson Education Limited.

8. Lamb, C.W., Hair, J.F., McDaniel, C.,Boshoff, C., Terblanche,

N.,Elliott, R. and Klopper, H. B. (2012). Marketing. 4th. Ed. Cape
Town: Oxford University Press.

9. Rundh, B. (2005). The Multi-faceted dimension of Packaging:

Marketing Logistics or Marketing Tool? British Food Journal.
107(9), pp.670-684.

10. Sekaran, U. (2003). Research Methods for Business: A Skill Building

Approach.4th ed. Hoboken, NJ: Wiley & Sons, Inc.

11. Semenik, R. J. (2002). Promotion and Integrated Marketing

Communication. 5th ed. Hampshire: Thomson.

12. Shimp, T. A. and Andrews, J.C. (2013). Advertsing, Promotion,

and Other Aspects of Integrated Marketing Communication.
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attributes: A conjoint analysis approach. European Journal of
Marketing. 41(11), pp.1495-1517.

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Education Ltd.

APPENDIX
Dept. Of Marketing,
Federal Polytechnic Nekede,
P.M.B. 1036, Owerri,
Imo State
11th November, 2014
46
Dear Respondents,

REQUEST TO COMPLETE A QUESTIONNAIRE

I am a final year ND student of marketing department with a

registration number 12E/0072/Mkt carrying a research on the influence
of packaging on sales of detergent manufacturers using PX cussons PLC
Aba as a case study.

This research is in partial fulfillment of the requirement for the

award of national diploma (ND) in marketing by this institution.

Sir, you are kindly required to fill this interview questions. The
information given will be used strictly for the study and will be treated
with utmost confidence.

Thanks and God bless.

Yours faithfully,

Okolie Nkechi G.

QUESTIONNAIRE

Instruction: Mark (√) on the boxes that mostly appeals to your each
question.

1. What is your age category

a. 24 or below
b. 25-34
c. 35-44
2. What is your sex?
a. Male
b. Female
3. What is your education qualification?
a. FSLC
b. WAEC/equivalent
c. Diploma/degree or above
47
4. What are the reasons for product packaging
a. Promotion
b. Protection
c. Information
d. Differentiation
e. All of the above
f. None of the above
5. Is packaging a vital force in selling products?
a. Yes
b. No
6. Is packaging essential to marketing plan?
a. Strongly agreed
b. Agreed
c. Disagreed
d. Strongly disagreed
e. Different
7. Does packaging service as a means of advertising?
a. Yes
b. No
8. Does packaging reflect attitude as the company in its product?
a. Yes
b. No
9. Is packaging an instrument for establishing a company’s image?
a. Yes
b. No
10. Does packaging help to differentiate a company’s product?
a. Strongly agreed
b. Agreed
c. Disagreed
d. Strongly agreed
11. Does packaging enhance measurement?
a. Yes
b. No
12. Can poor packaging improve profitability of a product?
a. Yes
48
b. No
13. Does packaging improve profitability of a product?
a. Yes
b. No
14. Does packaging facilitate perception during self services
a. Yes
b. No
15. Does packaging contribute to the rising standard of
sanitation and health.
a. Yes
b. No
16. Is there any significant relationship between packaging and
sales volume of a product?
a. Yes
b. No

49