ABSTRACT

This research work investigated branding, packaging and labeling as a competitive tool in marketing of consumer goods in Aba. The complexities and intensive competition in promotion among firms in Aba has resulted in » backlog of inventories, that means sales are low. These firms are constantly faced with survival strategies, and all aspect of marketing mix contributes to this survival strategy. Therefore the researcher tried to investigate what appropriate branding, packaging and labeling strategy the firms would use to increase ease of product identification, product promotion and withstand competition. The researcher reviewed some related literatures that enabled him base his fact on the study. Chisquare was used in analyzing the work and Eighty (80) questionnaires served as <#® sample size. The result of the analysis in chapter four proved that there is a significant relationship to the hypothesis being tested. Meaning that branding, packaging and labeling perform the activities of product identification and product promotion. The researcher recommends that branding, packaging and labeling should be adopted since it is beneficial to producers, sellers and consumers. And also that standard should be maintained in branding, packaging and labeling during planning.