Effects Of Packaging In Promoting The Marketing Performance Of Beauty Care Products Of Petals Company Enugu, Nigeria

ABSTRACT

This research project is very crucial study for petals Ltd. The study was motivated by the necessity of packaging as promotional tools in the marketing of beauty care products. This research project aimed at the following: to identify packaging as a promotional, in order to increase sales and profitability of the product, to determine whether a good package can help improve a brand image, to determine whether a good packaging can help to increase its sales, to determines whether a good package can serve as a substitute to advertising. The population of study comprises of the personnel of petals Ltd., distributors and consumers of petals beauty care. The researcher used data collections methods such as questionnaire and oral interview. Tables and percentages were used in presenting and analyzing to data collected. ANOVA technique was used to test the various hypotheses. The overall promotional tool adopted by petals has helped to increase sales and profitability of the product tremendously. Based on the findings, the researcher recommences the following: The company should: Be unique in packaging design, choose the type of packaging that must be assessed against its attributes during the appraisal of the design proposals. They should have it in mind that packaging is a complement to media advertisement. Since the company knows that properly designed package serves as a constant reminder of the firm’s production. It is recommended that it should incorporate all those things that will project the company’s image. The conclusion of the study of the petals Beauty care which is one of the leading cosmetics produce by petals Nigeria Limited has been successful and in order to keep up its marketing of the product, the company should use a properly designed attractive and captivating package.

TABLE OF CONTENTS

Title page ﾿ i

Declaration ﾿ ii

Certification ﾿ iii

Dedication ﾿ iv

Acknowledgement ﾿ v

Table of content ﾿ vi

List of Tables ﾿ viii

Abstract ﾿ ix       

CHAPTER ONE

Introduction

1.1 ﾿ Background of the Study                                                              ﾿ 1

1.2 ﾿ Statement of the Problem ﾿ 3 ﾿

1.3 ﾿ Objective of the study ﾿ 4                                                                                                                                                                     

1.4 ﾿ Research Questions ﾿ 4                                                                                        

1.5 ﾿ Hypothesis formulation ﾿ 4                                                                   

1.6 ﾿ Significance of the study ﾿ 5                                                                           

1.7 ﾿ Scope of the study ﾿ 5

1.8 ﾿ Definition of terms ﾿ 6

CHAPTER TWO

Literature Review 

2.1 ﾿ Historical background ﾿ 8

2.2 ﾿ Relevant models ﾿ 10

2.2.1 ﾿ System approach to packaging ﾿ 10

2.3 ﾿ Current literature based on the study ﾿ 14

CHAPTER THREE

Research Methodology

3.1 ﾿ Research design ﾿ 17

3.2 ﾿ Sources of Data ﾿ 17

3.3 ﾿ Population of study ﾿ 18

3.4 ﾿ Sample design ﾿ 18

3.4.1 ﾿ Sample unit ﾿ 18

3.4.2 ﾿ Sample size ﾿ 18

3.4.3 ﾿ Sampling procedure ﾿ 20

3.5 ﾿ Instrument of data collection ﾿ 21

3.6 ﾿ Validity and reliability of the sampling instrument ﾿ 21

3.7 ﾿ Statistical techniques ﾿ 22

3.8 ﾿ Limitation of the study ﾿ 24

CHAPTER FOUR   

Presentation, analysis and interpretation of data ﾿

4.1 ﾿ Presentation of data ﾿ 26

4.2 ﾿ Test of hypotheses ﾿ 33

4.2.1 ﾿ Test of hypothesis one ﾿ 33

4.2.2 ﾿ Test of hypothesis two ﾿ 35

4.2.3 ﾿ Test of hypothesis three ﾿ 37

4.3 ﾿ Discussion of Findings ﾿ 39

CHAPTER FIVE

Summary, Conclusion and Recommendations ﾿                                      

5.1 ﾿ Summary of findings ﾿ 42                                                                                                       

5.2 ﾿ Conclusion ﾿ 43                                                                               

5.3 ﾿ Recommendation ﾿ 44

5.4 ﾿ Suggestion for further studies ﾿ 45

Bibliography

Appendix-Questionnaire 

Questionnaire