Packaging As A Tool In Marketing Of Beauty Care Product (A Study Of Starline Nigeria Limited:- Onyike Promise

ABSTRACT

This research project is aimed at ascertaining, packaging as a tool in the marketing of Beauty Care Products, a study of Starline Industry Limited, The objectives were to evaluate whether packaging should be based on market segmentation, to determine whether packaging is the factor that influence consumers’ decision in buying a product, and to ascertain whether packaging is a silent sales person. In line with the above objectives, descriptive research method was adopted and a sample size of 59 was deduced. The major instrument for the data collection was the use of questionnaire. The Chi-square statistical method was used to test the formulated hypothesis. From the hypotheses tested, the following findings were discovered; packaging should be based on market segmentation and packaging is a silent sales person, hence the recommendation was that company’s should be unique in their packaging so as to stand out in the business world.