CHAPTER ONE INTRODUCTION 1.1 Background to the Study In today’s competitive environment, the role of packaging has changed due to increasing self- service and changing consumer’s lifestyle. Firm’s interest in the package as a total of sales promotion is growing increasingly. The package becomes an ultimate selling preposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs. Packaging can be defined as the container which is necessary to convey a product to the ultimate consumer, as contrasted with packing (cartons, crates, etc.) that is required for bulk shipment. Taiye, (2020). Packaging is a very important marketing strategy to glamorize product in order to attract the consumer's attention. Also, packaging is the art of enclosing or protecting products for distribution, storage, sale which is bought by the consumer. Pilditch (2021) has defined packaging as the silent salesman in the store and it was the only communication between a product and the final consumer at the point of sales, most consumers are moved by the products package, that is by the color of the design used, barrier protection, the image used, information transmission that is how to use the product and mostly containing the expiry date for the product. Sometimes packaging is so important that it cost more than the product itself in order to lure the consumers to buy it. Packaging should definitely be included in the 4 major P's of marketing (product, place, promotion and price) (Soroka, 2021). Diana, (2020) believe that most consumers judge a product by its packaging before buying. So it is logical to say attractive packaging is crucial in order to get the first time buyers to buy your products. Without attractive packaging, nobody will buy it in order to try it. The first step to enter the market is crushed if the packaging is ugly (Soroka, 2021). The basic function of packaging is to "preserve product integrity" by protecting the actual food product against potential damage from "climatic, bacteriological and transit hazards" (Stewart, 2020). However, the first to define packs as the "silent salesman" was Pilditch in 2021, who argued that the pack must come alive at the point of purchase, in order to represent the salesman (Vazquez et al., 2021). Lewis (2020) expanded further on Pilditch's views, stating that "good packaging is far more than a salesman; it is a flag of recognition and a symbol of values". Given that only a small minority of packaging is strong enough to justify the investment that national advertising requires, for the rest, packaging represents one of the most important vehicles for communicating the packaging message directly to the target consumer (Nancarrow et al., 2021). As the retail environment becomes saturated with competitors varying for consumers' attention, packaging has to work harder than ever if the product is to be noticed through the congestion of competitive products (Milton, 2020). Alongside this challenge, retailers are faced with the realization that consumers not only differ in how they perceive packaging but also in how they relate to these packaging (Fournier, 2020; Muniz and 0' Guinn, 2021). Olayinka and Aminu (2020) see packaging as all activities of designing and producing the container or wrapper for a product. Kottler (2021) defines packaging as all materials products used for the containment, protection, hard delivery and presentation of goods. Packaging is the protecting products for distribution, storage, sale and use, packaging also refers to the process into government business, institutional, industry, and personal use (Diana, 2020) Packaging can play an important role in reducing the security risks of shipment. Packages can be made with improved tamper resistance to deter tampering and also can have tamper-evident (Severin, 2020) features to help indicate tampering. Packages can be engineered to help reduce the risks of package pilferage: Some package constructions are more resistant to pilferage and some have pilfered indicating seals. Packages may include authentication seals and use security printing to help indicate that the package and contents are not counterfeit. Packages also can include anti-theft devices, such as dye-packs, tags, or electronic article surveillance (Zabaniotou, 2021) tags that can be activated or detected by devices at exit points and require specialized tools to deactivate. Using packaging in this way is a means of loss prevention. It on this premises that this research wishes to examine the impact of product packaging on organizational sales turnover with special reference to Tuyil Pharmaceutical Industry. Successful organisations engage in several action which is aimed at satisfying the consumers and profit making. Manufacturing industries tends to make sure that their products are differentiated from other products in a unique way. Nowadays, the manufacturing organisation of most developing and developed countries produces products of high quality to satisfy their customers. Most of those products has competing products being produced by other companies. All manufacturing companies (which produces goods and services) now see the importance of packaging their products and the benefits they are going to derive from effective and efficient packaging. Therefore manufacturing companies have their products named and uses patent or trademark to protect it due to the competitiveness of the economy so that their customers can identify and differentiate their products from other competing products. 1.2 Statement of the Problem Brand image and advertisement have strong positive influence and significant relationship with Consumer’s buying behavior. People perceive the brand image with positive attitude. Study depicted that teenagers in Gujranwala are more conscious about their social status so they prefer branded products and advertisement affects on their Consumer Buying Behaviour positively The purpose of this research is constructed on hypothetical analysis of packaging components and their influence on consumer’s buying behavior decision. This empirical study uncovers the features, which are having eventual influence on consumer’s choice, when multiple and different choices are available. Several researchers have opined that new package can become the major factor in a new marketing strategy by significantly improving the total product sales and turnover. A better box, wrapper, can or bottle, may even enable a relatively small, unknown firm to compete successfully with the established competitors. A new package change often, creates a (new) product by giving either the regular customers or new target markets the existing product in a new form or quantity that is more satisfactory which in turn increases sales. However, the researcher is examining the role of packaging in the marketing of consumable product Tuyil Pharmaceutical Industry. 1.3 Research Questions i. What is the impact of product packaging on sales performance? ii. Does product modification attract customers buying behavior? iii. What is the relationship between product packaging and sales turnover? 1.4 Objectives of the Study The following are the objectives of this study: i. To examine the impact of product packaging on sales performance. ii. To assess product modification attract customers buying behaviour. iii. To investigate the relationship between product packaging and sales turnover. 1.5 Hypotheses Formulation Ho1: There is no significant impact on product packaging on sales. Hi1: There is significant impact on product packaging on sales. H02: There is no significant effect on product modification on the buying behavior Hi2: There is no significant effect on product modification on the buying behaviour H03: There is no significant relationship between packaging and sale turnover in Tuyil Pharmaceutical Industry Hi3: There is significant relationship between packaging and sale turnover in Tuyil Pharmaceutical Industry 1.6 Significance of the Study The following are the significance of this study: he results from this study will educate business managers and the general public on the importance of product packaging especially as it relates with organizational sales turnover. This research will be a contribution to the body of literature in the area of the effect of personality trait on student's academic performance, thereby constituting the empirical literature for future research in the subject area. 1.7 Scope/Limitations of the Study This study is limited to Tuyil Pharmaceutical Industry. This study will also cover the role of packaging in the marketing of consumable product. Financial constraint- Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview). Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work 1.8 Definition of Terms Product: A product is anything that can be offered to a market for attention, acquisition or consumption: it includes physical objects, services, personality, place, organizations and idea. Promotion: This can be viewed as the communication process of informing customers of the other variables (product, place, price) of the marketing mix. Branding: This is an intimate aspect of product strategy and can add value to a product. It is the use of symbols, sign, colour and names to differentiate the goods and services offer by an organization from those of the competitors. Sales Promotion: This can be defined as any marketing activities outside personal selling, advertising and publicity. Marketing: As a matching process based on goods and capabilities, by which a producer provides a marketing mix (Product, Price, Place, and Promotion) that meets consumer needs within the limits of the society.
DOWNLOAD COMPLETE PROJECT ₦5,000