ABSTRACT

Relevance of packaging on the marketing performance of a cosmetic product. Packaging has helped in the aspect of converting first-time buyers into loyal consumers. Consumers in marketing are described as kings, packaging has contributed positively to their buying behaviour or decision. Researches on consumers behaviour towards packaging has revealed a high tendency of attracting customers than the case of unpackaged products even though they are most costly than their contemporaries. The objective of the study is to evaluate the effect of packaging of cosmetic products on the sale volume, market share and profitability towards PZ Company, Aba. Survey method was employed as a tool of the research design. Analysis of variance table (ANOVA) was used to statistically analyse a set of primary data from 326 respondents in PZ Company and secondary data from MOUAU university library, Journals and approved Articles. The result of the analysis, reveals that packaging increase sales volume to a large extent, increase market shares of marketing activities and positively influence the profitability of the company. Based on this result, the study therefore concludes that, marketing companies should see packaging as a good marketing strategy and a tool for optimum performance in competitive marketing environment and finally consumer goods firm should adopt packaging as a technique of reducing cost of distribution of consumer goods in this time of global economic challenges.