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A STUDY ON THE IMPORTANCE OF BRANDING AND PACKAGING ON THE PRODUCTIVITY OF LOCALLY MADE PRODUCTS (THE CASE OF SUPREME PAINTS LTD, KADUNA)

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Branding and Packaging Design for Skin Care Products Developed from Medical Research - World Brand Design Society

ABSTRACT

This study sought to determine the importance of packaging and branding on marketing productivity of locally made products with Supreme Paints Ltd Kaduna as the focal point of study. A descriptive research was conducted and a purposive sampling technique was used to select one hundred (100) staff out of the company. The instrument for the study was the questionnaire. Data collected were analyzed by the use of descriptive statistics-frequency and simple percentages. The finding of the study revealed that the firm under study adopted the manufacture brand name for its products that it branded its product to serve as basis for advertising. Furthermore, it revealed that effective package prevents chemical change of the product and that packaging and branding has the best way of increasing profitability. The research recommended that companies need to have good brand for their products by employing brands managers, and that packaging technologist should be engaged in making packaging decisions. Also, it was recommended that more funds and time should be devoted by firms for packaging and branding.

 

TABLE OF CONTENTS

Title page                                                                                                                               i Declaration                                                                                                                            ii Certification                                                                                                                          iii Dedication                                                                                                                             iv Acknowledgements                                                                                                              v Abstract                                                                                                                                              vi

Table of contents                                                                                                                                 vii

CHAPTER ONE: INTRODUCTION

  • Background to the study 1
  • Statement of the problem 2
  • Research Questions 3
  • Objectives of the study 3
  • Statement of Hypotheses 4
  • Significance of the study 5
  • Scope of the study 5
  • Limitations of the study 5
  • Definition of Terms 6

CHAPTER TWO: REVIEW OF RELATED LITERATURE

  • Introduction 7
  • Conceptual Framework 7
  • Theoretical Framework 10
  • Empirical Study  13 5            Scope of Packaging and Branding of Products———————————————— 17
  • Reasons Why Firms Package and Brand their Products————————————– 21
  • Effects of Packaging and Branding on Firms’ Productivity——————————— 23
  • Factors that has Contributed to Packaging and Branding as a Marketing Tool——– 24
  • Relationship Between Branding and Economic Development—————————– 25
  • Summary of the Review 26

CHAPTER THREE: RESEARCH METHODOLOGY

  • Introduction 27
  • Research Design 27
  • Study Population 27
  • Sample Size and Sampling Techniques———————————————————— 28
  • Instrument for Data Collection 28
    • Validity of the instrument 28
    • Reliability of the Instrument 28
  • Method of Data Collection 29
  • Method of Data Analysis 29

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

  • Introduction 31
  • Data Presentation and Analysis 31
  • Test of Hypotheses 44
  • Discussion of findings 54

CHAPTER FIVE: SUMMARY OF MAJOR FINDINGS, CONCLUSIONS AND RECOMMENDATION

  • Introduction 56
  • Summary 56
  • Conclusions 56
    • implication of the Study 57
  • Recommendations 58
  • Contribution to Knowledge 58
  • Suggestions for Further Research 58

Reference——————————————————— 60

Appendix i                                                                                                               62

Appendix ii                                                                                                                 63

 

CHAPTER ONE INTRODUCTION

1.1       Background to the study

From time immemorial, the function of marketers has been product development to ultimate consumption by consumers. For this function to be carried out effectively, integrated marketing is usually used. And the only way to satisfy the consumer needs is to obtain relevant information for decision making are essential to satisfy the consumer (Adeleke 2003).

Consumer satisfactions as well as satisfaction of organization goals are two issues in the marketing concept that cannot be treated in isolation. The activities of the firm should be mutually beneficial to the consumer and the firm. The consumer has total freedom of choice and cannot be forced to buy a product whose price is expensive. The firm also has choice. It is not obliging to produce goods at the cost more than the consumer can pay. It is only satisfying consumer that long run profit can be achieved. And consumers are satisfied when the performance of the product or service is in relation to his or her expectations (Schiffman, 2009).

Consumers, in the present day when deciding to purchase any product, consider the brand name of the product, and the type of package that encloses the product. This is because both concepts add value to the product and the satisfaction derived from consumers when using the product. As result of these facts manufacturing firms, pay more attention to the key area of branding and packaging of their momentous product, (Kotter 2001).

Read Also: BRANDING AND MARKETING PRODUCTIVITY OF LOCALLY MADE PRODUCTS

A product could be conceived as consisting of the generic form and the augmented form. The generic product refers to the basic object or service that is offered to the target market. The augmented product consists of the generic product plus solicited and unsolicited extras. It is packaging and brand name that constitute two of these extras. (Ronald J. 2005) stated that packaging refers to a physical container in which a product is sold, advertised or protected. Branding consists to everything intended to identify a product and distinguish it from those of its competitors.

Solicited and unsolicited extra are target producing cognitive consonance, which is positive post purchasing feeling, a feeling of dissatisfaction, while cognitive consonance may lead to repeat purchasing of a product, cognitive dissonance may lead to the consumers rejecting the products in the future. A good marketer strives to generate respect buys and so deliver not only the generic product but product augmenting. Extras (good packaging buys for products and good branding strategy) that assure full satisfaction to consumers.

Read Also: BRANDING AND PACKAGING AS A TOOL FOR PRODUCT DIFFERENTIATION

On the part of the marketer or firm, not only does the firm record high sales volume as a result of effective packaging and branding of his product, he also earns a good corporate image from the target market or consumer that purchase his well packaged, branded and labeled products. Therefore, this study seeks to find out the effects of packaging and branding of marketing productivity of locally made product; a case study of Supreme Paints Ltd, Kaduna.

1.2 Statement of the Problem

This study intends to find out the effects of packaging and branding on marketing productivity of locally made product with Supreme Paints Lid. Being out local point study.

It is generally known by marketers that the nature of a product affect consumer’s behavior toward it. A product that is not well packaged and branded is not usually purchased by consumers. In this, many firms pay little attention to the areas of packaging and branding of their products. Most products are poorly packaged and as a result, they record low sales volumes, which may not even lead to break-even point on the part of the producing firms. Hence, losses may occur.

Furthermore, the kind of brand names used for a product by a marketer also has to be one that can dominate that of its competitors producing the same product. However, marketers do not take much time to make good branding decision. As a result of this, the product is not well communicated to the target market, hence leading to low sales results.

Could it be that such firms or marketers do not have adequate capital to embark upon good packaging for their products?

1.3 Objectives of the Study

 The objectives of this study are the following:

  1. To examine the scope of packaging and branding of
  2. To find reasons why firms package and brand their
  3. To find out the effects of packaging and branding on firm’s
  4. To identify the factors that has contributed to packaging and branding as a marketing
  5. To find out the relationship between branding of products and the creation of corporate

1.4 Research Question

For the purpose of this study, the following research questions are being asked:

  1. What is the scope of branding and packaging of products?
  2. What are the reason for firm’s branding and packaging of its products?
  3. What is the level of effect of packaging and branding on the marketing productivity of the firm’s products?
  4. What are the contributing factors to the growth of branding and packaging as a marketing tool?
  5. What problems are encountered by the firm in making branding and packaging decision for its products?

1.5 Statement of Hypotheses

H0: there is no scope for branding and packaging of product.

H1: there is scope for branding and packaging of product.

H0: there are no reasons for firm’s branding and packaging of its product.

H2: there are no reasons for firm’s branding and packaging of its products.

H0: there is no level of effect of packaging and branding on marketing productivity of firms

H3: there is a level of effect of packaging and branding on marketing productivity of firms products.

H0: there are no contributing factors to the growth of branding and packaging as a marketing

H4: there are contributing factors to the growth of branding and packaging as a marketing tool.

H0: there are no problems encountered by firm in making branding and packaging decision for its products.

H5: there are problems encountered by the firm in making branding and packaging decision for its products.

1.6 Significance of the Study

The study will be useful to manufacturers in knowing that good packaging and branding leads to both high sales volume and creates good corporate images and identified through repeated buying by consumers.

The study will be useful to consumers in knowing that they have the right to well packaged and branded products so as to be selective in buying quality products.

It also pinpoints the various brand name decisions that will be useful to various categories of manufacturers.

These research work will contribute to the existing wealth of knowledge in the areas of product packaging and branding.

Finally, it will help to provide valid information for future researchers on the topic.

1.7 Delimitation / Scope of the Study

The study was delimited to:

  1. The staff of the production and marketing departments of Supreme paints
  2. Five (5) variable as listed in the research questions
  3. The use of questionnaire as the instrument for data
  4. The use of descriptive statistics- frequencies and simple
  5. Only Sixteen
  6. The used of survey design in conducting the

1.8 Limitations of the Study

The researcher in carrying out this study was faced with many limitations, which included:

  1. Financial constraint
  2. Limitation of time
  3. Physical capacity of the researcher, and
  4. The non-cooperative attitude of some of the scope of the study

1.9 Operational Definition of Terms

 For easy comprehension of the study, it is necessary for the following terms to be defined;

  1. Advertising: Advertising refers to as any form of non-personal communication through the mass media that is paid for by an identified sponsor. Nonyelu (2004).
  2. Brand Equity: Brand equity refers to a set of brand assets (or liability) linked to the brand that adds (or subtracts) value.
  3. Brand Loyalty: Brand loyally means the level of trust and faith that consumers have for a particular product as a result of satisfaction they derive formed consuming it.
  4. Corporate Image: Corporate image is the way the public perceived the company or its product, either in a positive way or a negative way due to the activities of the company towards its consumer’s. (Kotler 2007).
  5. Product: A product is the sum of the physical, psychological and physiological and sociological satisfactions the buyer derives from purchase, ownership and consumption. (Paul Peter, 2006).
  6. Promotion: promotion encompasses all communication efforts aimed at generating sales or services and the organization itself (Kotler 2001).
  7. Target Market: The target market refers to the particular group of consumers that a market intends to make sales of his product to.

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