THE RELEVANCE OF PACKAGING ON THE MARKET SHARE PERFORMANCES OF A MANUFACTURING FIRM

CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

The relevance of packaging on the market share of a manufacturing firm in the world today. Packaging has become so relevant to the extent that without proper packaging firms cannot strive in a particular industry.

Because of the relevance of packaging business organizations especially the manufacturing industries has used packaging as one of their competitive tool. Packaging is the activities in designing the container or the rapper of a particular product.

Packaging is the external features of a particular product, it includes building, labeling and literature insert. When a product tends to sell itself without the company’s promotion, then we say the package is serving as silent sales man.

The importance of packaging in customer oriented business organization cannot be overstressed. It is a powerful selling tool and propels consumers into buying unlike a salesman who runs around for selling of goods and services.

Packaging will adequately perform its function provided the package of the product is attractive. Most companies now recognize the packaging for protective and promotional functions. It should be noted that packaging presently plays an important role in the purchase or non purchase of products. Packaging can be defined as the general group of activities in product planning that involves designing and producing the container or wrapper for a product.

A package should be designed to perform many functions amongst which are protection function and promotional function.

According to Johnson and wood(1977), in their discussion on protective functions of packaging said that for a package to have performed a protective function, the package must;

Packaging performs other vital functions which are as follows:

Unilever is one of the existing leading companies on packaging of cosmetic product among other competitors both in the way of establishing/distribution they make sure that goods researched to all the various department and countries the company spend so as to attract customers to make more profit to the organization.

The company started 1992, first in Lagos and extended the company to other part of African nation’s (e.g.) Ghana, Uganda, Kenya, Ethiopia, Tanzania and Zambia.

1.2 STATEMENT OF THE PROBLEM

This research was carried out due to the attitude of consumers towards packaging in the market place, where they obtain or buy and react to a particular product because of the package of the product. Many buyers of consumer’s products favour those products which are well packaged and react badly to those which are not well package, that lead to the researcher to embark on this research.

1.3 OBJECTIVE OF THE STUDY

The major objective of this study is to appraise the importance of packaging in the market share of a manufacturing firm, with particular reference to unilever Nigeria plc aba.

Specifically, the objectives of the study are:-

1.4 RESEARCH QUESTIONS

The following research questions guided the study:-

1.5 SIGNIFICANCE OF THE STUDY

Packaging in an organization has yielded the following benefits:

1.6 SCOPE OF THE STUDY

This extent of coverage the study is within the frame of the topic. As such the study will examine the concept of packaging as it affects the market share of unilever Nigeria plc aba, abia state.

The research could be based on the relationship between packaging and the marketing performance. This is because most of the higher consumers products are bases on cosmetics and toiletries, the product wishes to understand the level of packaging and size to use in the market so as to attract customers.

1.7 LIMITATIONS OF THE STUDY

During the research work, the researcher encountered difficulties on deriving information, such as based responses, non responses and error, non disclosure of vital information unarail ability of materials selection of suitable data analysis tool.

Meanwhile, these constraints militated against affective record of information and the general report on the subject matter in order determines its usefulness.

1.8 DEFINITION OF TERMS

- Behaviour:- This has to do with attitude of the consumer in the market.

- compactibilty:- this can defined as the consistent use of product together

- innovation:- this is the process of introducing something new in the market

- inventory:- this step taken to control the purchase storage and dispatch of product

- materials:- raw materials used in producing goods

- Marketing mix:- this are the marketing controllable variables or the marketing elements of product, price, promotion, and place

- Management:- this is the process of coordinating, planning and managing the human and materials resources of an organization

- merchandize:- these are agents that sell goods for companies

- Packaging:- this is a process of arranging a product in order to make it more attractive

- price:- an amount of money for which a product is bought or sold

- produce:- this is an item derived by transferring new materials to finished goods.

- Promotion: this is the process of arising a product to a higher rank

- quality:- a degree of excellence of a product or a distinctive or a product

- quantity:- this is a total amount or a number of product produced

- Sales: this is the exchange of a produce for money that is an event at which goods are sold

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