CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The research work examines the effect of packaging on the choice of consumer products. In the world marketing, many firms have confirmed that packaging has been playing an estimable role on consumer perception and selective retention (Onwuchuruba, 2004).
Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale and use. It also refers to the process of design, evaluation and production of packages. It can also be described as a coordinated system preparing goods for transport, warehousing, logistics, sale and end use (Leonard, 1996). Packaging contains, protects, preserves, transports, informs and sells. In many countries it is fully integrated into government, business, institutional, industrial and personal use.
Thus, it becomes important for us to study the effect of packaging on the choice of consumer products and the effects of packaging is the enclosing of a physical object, typically a product that will be offered for sale. It is recognized as an integral part of modern marketing operation, which embraces all phases of activities involved in the transfer of goods and services from the manufacturer to the consumer. Packaging is an important part of the branding process as it plays a role in communicating the image and identity of a company particularly to TISCO Manufacturing Ltd.
Onwuchuruba (2004) defines packaging as “all the activities of designing and producing the container of a product.” Packaging can be defined as the wrapping material around a consumer item that serves to contain, identity, describe, protect, display, promote, and otherwise make the product marketable and keep it clean. Packaging is the outer wrapping of a product. It is the intended purpose of the packaging to make a product readily sellable as well as to protect it against damage and prevent it from deterioration while storing. Furthermore the packaging is often the most relevant element of a trademark and conduces to advertising or communication.
Packaging can also differentiate one brand of product from another brand. Because the product packaging can contain company names, logos and the colour scheme of the company, it helps consumer to identify with the company brand, which propels them to buy the product. If the product packaging changes, it may alter the brand perception of the company, which doesn’t mean that the consumer would not still purchase the product, but it may delay the purchase until the person is able to identify the product according to its new packaging (Onwuchuruba, 2004).
According to Ajayi (2000), packaging technology has gone through a fast and significant developments in recent decades, however the smartest development are yet to be seen. Today’s modern society depends to a large extent on the availability and use of modern packaging technology, comprising a vast variety of modern materials, high tech application and smart operations. Modern packaging technology aims to meet a vast range of requirements ranging from providing food safety, via low cost storage and distribution, self-selling marketing, convenient consumer use to responsible waste management practices. Modern packaging technology products can be economically distributed over large geographical areas or stored over time without unacceptable packaging is more than a clever way of combining materials. Adding value through the development of partnership relations in the supply chain seems to be credo for the next decennium. Good packaging facilitates a subtle cooperation between product, packaging process and materials with the objectives of fulfilling needs of all stakeholders along the supply chain including the post-consumer waste manager (Ajayi, 2000).
Bauer (2008), opined that value chain management, product stewardship and life cycle management are considered key attributes that will drive the development of future, sustainable packaging systems. Such systems will need to go far beyond the current waste driven principles of reduce, re-use, recycle, and recovery. Packaging systems that will impact on the environment, will seamlessly meet social requirements and expectations, and will be economically effective are the business winners of the future.
The significance of packaging has come to be increasingly recognized in export as well as in marketing of a wide range of consumer goods and industrial products within the country. The volume of exports depends not only on the quantity of the production and prices, but also to a substantial extends on the standards of packaging adopted for the products (Bauer, 2008). Goods damaged in transit or arriving at the destination in an unacceptable condition tarnishes the reputation of the manufacturer as well as country as a whole, besides colossal wastage of scarce economic resources. The packaging has a crucial role to play in the fetching higher unit values for consumer goods through the substitution of the bulk packs by consumer packs. In the recent past packaging has been increasingly recognized as a significant factor in the nations export promotion export. Effort should be there to understand the importance of packaging there by to avoid the loss and damages cost incurred during transport and delivery (Bauer, 2008). The effort on the part of marketing managers can increase the volume of sales and there by improve the reputation of the product and organization particularly to TISCO Manufacturing Ltd.
Baker (2011), described that the companies in the packaging supply chain are faced with acknowledging, understanding, addressing and managing a range of issues affecting the sustainable use of packaging. Issues include the use of renewable and non-renewable resources, recyclability, regulations, and material and transport costs. Ongoing demographic and life-style changes, technology changes, environmental issues (inparticular as by legislation and or voluntary agreement in different countries), consumer dynamics, and supply chain demands are important factors of influence for the packaging supply chain. Adequately responding to such issues requires pro-activity progressivism and agility from packaging manufacturers as well as users.
1.2 OBJECTIVES OF THE STUDY
For the purpose of this research, the following objectives are identified. They are:
(i) to understand how companies proffer solution to the problem mitigating against product packaging on the choice of consumer products.
(ii) to identify the effect of packaging on the choice of consumer products.
(iii) to find out if product packaging can lead to an increased sales and profit in business organization.
1.3 SCOPE OF THE STUDY
This study covers the effect of packaging on the choice of consumer products with particular reference to TISCO Manufacturing Ltd, Akure. The scope of packaging on the choice of consumer products is very wide. Therefore, this research will only be restricted to the effect of packaging on the choice of consumer products as a tool for enhancing corporate decision making.
1.4 SIGNIFICANCE OF THE STUDY
Since the influence of packaging on consumer products/goods cannot overemphasize, it has various significances to any business organization such as: Securing product, influencing the volume of sales by appealing to the customer prestige with the packaging graphic and design and beautifying the product so as to attract customers.
This study would also help marketing manager and entrepreneur to know the impact of packaging on the choice of consumer products, and how consumer purchases are affected with the type of package a product has.
Therefore, this research work is significant to the extent that it provides exposition to past studies and findings in this subject area. Also, this study will compliment the previous study and add to the body of knowledge in this study area. Such that both past and currents studies will provide basis for corporate decision making.
Finally, the study will be significant to future researchers who will want to undergo study on any area related to the effect of packaging on the choice of consumer products.
1.5 LIMITATIONS OF THE STUDY
The following factors serve as limitation during the course of writing this project;
• Attitude of the people sampled towards giving important information for use is negative and unfriendly.
• Inadequate Materials: This was another constraint as the researcher was unable to execute the work more effectively due to paucity of data such as; journals, newspaper, seminars etc.

EFFECT OF ADVERTISING ON CONSUMER PURCHASE INTENT OF GULDER BEER
http://www.bravoprojecthelp.com/marketing/effect-of-advertising-on-consumer-purchase-intent-of-gulder-beer/

AN ANALYSIS OF THE ROLE OF PACKAGING IN MODERN MARKETING
http://www.bravoprojecthelp.com/marketing/analysis-role-packaging-modern-marketing/

This study will focus on the consumers of Unilever Lux (Save) and reward toilet soap in Enugu metropolis. The investigation will cover to what extent packaging serve as a promotional tool and how packaging affect influence consumer’s buying decision of a particular product.

bravoprojecthelp has lots of high quality marketing materials.click the link down to view the complete work

This study will focus on the consumers of Unilever Lux (Save) and reward toilet soap in Enugu metropolis. The investigation will cover to what extent packaging serve as a promotional tool and how packaging affect influence consumer’s buying decision of a particular product.

This study will focus on the consumers of Unilever Lux (Save) and reward toilet soap in Enugu metropolis. The investigation will cover to what extent packaging serve as a promotional tool and how packaging affect influence consumer’s buying decision of a particular product.

bravoprojecthelp has lots of high quality marketing materials.click the link down to view the complete work

[url=The Effect Of Product Packaging On The Choice Of Toilet Soap]http://www.bravoprojecthelp.com/marketing/effect-product-packaging-choice-toilet-soap/[/url]

The Effect Of Product Packaging On The Choice Of Toilet Soap


This study will focus on the consumers of Unilever Lux (Save) and reward toilet soap in Enugu metropolis. The investigation will cover to what extent packaging serve as a promotional tool and how packaging affect influence consumer’s buying decision of a particular product.

bravoprojecthelp has lots of high quality marketing materials.click the link down to view the complete work

This study will focus on the consumers of Unilever Lux (Save) and reward toilet soap in Enugu metropolis. The investigation will cover to what extent packaging serve as a promotional tool and how packaging affect influence consumer’s buying decision of a particular product.

bravoprojecthelp has lots of high quality marketing materials.click the link down to view the complete work

The Effect Of Product Packaging On The Choice Of Toilet Soap