AN ANALYSIS OF THE ROLE OF PACKAGING IN MODERN MARKETING (A CASE STUDY OF BETA GLASS PLC, UGHELLI DELTA STATE)
This research work analysis of the role of packaging in modern marketing “was carried out at Ughelli Delta state, with particular reference to Beta glass plc. The work was done to examine the role of packaging in the company. In the process of the work, the researcher divided the work into the introduction of the topic background of the study as well as statement of the problem and some terms were defined. In chapter two the researcher reviewed some books which centered on packaging. Chapter three is about the methodology of the research which shows the areas of the study, population and the sample as well as the method of data collection and its analysis. In chapter four, the data collected were analyzed and interpreted in order to arrive at the findings. Conclusions were made and the researcher gave his recommendation. The chapter also contained the limitations of the study and suggestions were made for further research.
1.1 BACKGROUND OF THE STUDY
Packaging plays an important role in modern marketing. Physical products going to the market have to be packaged. Packaging can play a minor role (example hardware items) or a major role (example cosmetics) many marketers have called packaging the fifth “p” along with price, place, product and promotion. Marketers treat packaging as an element of product strategy.
Packaging can be defined as the science art and technology of enclosing or protecting products for distribution, storage, role as a medium in the marketing mix, in promotion campaign, as a pricing criterion, in defining the character of a new product as a shelter of trends, and as instrument to create brand identity and shelf impact in all product groups. Packaging as a key industrial activity has contributed largely to the present day increase in standard of living. Packaging plays great role in marketing, packaging of product need to be dynamic and persuading. The impression a consumer has about the product packaged will inwardly decide in him if he is to make a purchase or not. Packaging of consumer goods is dynamic; packaging of consumer goods needs intelligent leadership and management support in order to attain company’s goal and objectives. Packaging in its own has been taken as a principal advertising medium. It is also used as a means of informing and persuading people to buy the merchandise, it is a silent salesman of a company and its potentials and problems needs to be fully understood if it is to be used properly.
Beta glass plc is one of such organization that engages in packaging. Beta glass plc is located in km.17 Warri/Patani road Ughelli North, Delta state. Beta glass plc, is a manufacturing company that produce glass. The firm has total staff strength of above 200 including management team. The company also has unspecified number of casual workers who are mainly drivers, security, cleaners and messengers. Beta glass company has customers from various parts of the country and so are competitors numerous as well.
Beta glass plc is one of the manufacturing companies in Nigeria. They started production as far back as 1970’s. The company produces glasses and bottles but of recent, the company has been experiencing a gradual decrease in its market share and consumer patronage of the company’s product, some of the problems which other glass industries are exposed as well as Beta glass plc include poor packaging, some organization argue that packaging has nothing to do with the rate of turnover of a company. But is it really true? This is what this study hope to unravel and by extension consider the following:
- Packaging and communication of product features to the consumer.
- Poor packaging and the quality of the product.
- Poor packaging and the rate of turnover.
This study is carried out by the researcher in order to achieve the following objectives.
- To determine the best way glass manufacturers can segment their market.
- To determine the level of perception and consumers attitude towards packaging.
- To find out the role of product packaging to a firm or firms.
- To highlight some factors responsible for efficient packaging.
- To determine the role good product packaging plays in modern marketing.
- SIGNIFICANCE OF THE STUDY
The study is very important because at the end
- Information obtain will assist glass manufactures in planning their packaging.
- Information obtained will also guide students in carrying out research on the same topic in future.
- The result of the research will also help firm solve problem associated with packaging.
- Other research institute will equally benefit from the result of this research when concluded.
The following research question will give the study
- Are consumers familiar with the term packaging?
- How effective is packaging in the marketing of glassware?
- Does good product packaging lead to increase in sales?
- Dose good product packing get the attention of the target markets?
- dose good packaging influence the consumers buying decision?
For the purpose of this hypothesis, the research will use question five above to form the hypothesis
Ho: God packaging dose not influence the consumer buying decision.
Ha: Good packaging influence the consumer buying decision.
The scope of the study will be limited to the role of packaging in modern marketing. Attention will also be directed to the consumers and distributors of glass manufacturers especially within Ughelli (Delta state) to enable the research gather information on the effectiveness/ineffectiveness of the company.
Packaging: Packagings are materials used to wrap or protect a product.
Product: product is anything capable of satisfying consumer wants or needs. It could be inform of physical object, service or an idea.
Brand: a type of product made by a company under a particular name.
Customer: a person buying goods or services from a shop.
Marketing: marketing is the social ‘and managerial process by which individuals and groups obtain what they want through creation offerings and exchanging products or value with others.
Manufactures: are those who make use of raw materials to produce those products needed by the consumers. They are also known as the producers.
Competition: they are people or organization that competes.
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