AN APPRISAL OF THE ROLE OF PACKAGING IN MODERN MARKETING (A CASE STUDY OF ISO GLASS, IBADAN, OYO STATE)

TABLE OF CONTENTS
Title
Approval
Dedication
Acknowledgement
Table
of contents
List
of tables
Abstract
CHAPTER
ONE
Introduction
1.1
Background of the study
1.2
Statement of the problem
1.3
Purpose of the study
1.4
Significance of the study
1.5
Assumptions of the study
1.6
Research questions
1.7
Scope of the study
1.8
Definition of terms
CHAPTER TWO
LITERATURE
REVIEW
2.1
INTRODUCTION
2.2
Summary of Literature Review
CHAPTER THREE
METHODOLOGY
3.1
Design of the study
3.2
Area of the study
3.3
Population of the study
3.4
Sample of the study
3.5
Instrument for data collection
3.6
Validation of the study
3.7
Distribution and retrieval of instrument.
3.8
Method of data analysis.
CHAPTER FOUR
4.0
DATA PRESENTATION AND ANALYSIS
4.1
Data presentation and interpretations
4.2
Discussion of findings
CHAPTER FIVE
SUMMARY
CONCLUSION AND RECOMMENDATION
5.1
Summary of the findings.
5.2
Conclusion
5.3
Recommendations
5.4
Limitation of the study
5.5
Suggestion for further research.
REFERENCES
APPENDIX
A
APPENDIX
B
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ABSTRACT
This research
work analysis of the role of packaging in modern marketing was carried out at
Ibadan at Oyo State, with particular reference to Iso glass plc. The work was
done to examine the role of packaging in the company in the process of the work
the research divided the work into the introduction of the problem and some
term defined, in chapter two research revealed books which centered on
packaging, chapter three is about the three methodology of the research which
shows the areas of the study, population and the sample as well as the methods
of data collection and its analysis. In chapter four the data collected were
analyzed and interpreted  in order to
arrive at the finding. Conclusion were 
made and research gave his recommendation. The chapter also contained
the limitation of the study and suggestion was made for further research.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
        Packaging plays an important role in
modern marketing. Products going to the market have to be well packaged.
Packaging
can play a minor role (example hardware items) or a major role (example
cosmetics) many materials have called packaging the fifth “P” along with
product, price, place and promotion. Marketers treat packaging as an element of
product strategy.
According
to Santon, packaging is the general group of activities in product planning
that involves designing and producing the container or wrapper for a product.
        Packaging is also defined as that aspect
of product planning in which a firm researches, designs and produces a
container or wrapper which is capable of protecting the product, facilitating
use of that product and promoting the product.
Depending
on the nature of the products, packaging is highly emphasized by most product
managers due to its marketing implications. One product managers described packaging
as a “silent salesman of an organization in a retail store.
Packaging
can be defined as the science art and technology of enclosing or protecting
products for distribution, storage roles 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 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 need to be day increase in the standard of
living. Packaging of product need to be dynamic and persuading.
The
impression of a consumer about the product will inwardly decide in him, if he
is to make purchase or not. Packaging of consumer goods needs intelligent
leadership and management support in order to attain the company’s goals and
objectives. Packaging on 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
problem needs to be fully understood. If its to be properly.
Iso
Glass Plc in one of such organizations that engages in packaging. Its was
incorporated about 30 years ago as the first indigenes manufacturer of
windscreen.
Iso
glass is located in Block E, Plot 17 Oluyole Industrial Estate, Ring Road, P.O
Box 833, Ibadan Oyo State. It is a manufacturing company that produces glass.
The firm has total Staff, Strength of above 200 including the management team,
their product and services include manufacturing of decorative, security,
automotive and architectural glasses, shower enclosure and glass cleaning
services. Iso Glass Company has customer from various part of the country and
so are competitors
1.2   STATEMENT OF THE PROBLEM
        Iso Glass is one of the manufacturing
companies in Nigeria. They started production as far back as 1990’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 country’s
product. Some of the problems which other glass industries are exposed as well
as Iso glass Plc include poor packaging. Some organization argues that
packaging has nothing to do with the rate turnover of a company. But is it really
true? This is what this study hope to unravel and by extension consider the
following :
1.  Packaging
and communication of product features to the consumer.
2.  Poor
packaging and the quality of the product.
3.  Poor
packaging and the rate of turnover.
1.3 OBJECTIVE OF THE STUDY.
        The study is carried out by the
researcher to achieve the following objectives.
a.  
To determine the best way glass
manufacturers can segment their market.
b.  To
determine the level of perception and consumer attitude towards packaging.
c.  
To find out the role of packaging to
the firm or firms.
d.  To
highlight some factors responsible for efficient packaging.
e.  
To determine the role good product
packaging plays in modern marketing.
1.4 SIGNIFICANCE OF THE STUDY
        The study is very important because at
the end.
1.  Information
obtain will assist glass manufacturer in planning their packaging.
2.  Information
obtained will also guide students in carrying out research on the same topic in
future.
3.  The
result of the research will also help firms solve problem associated with
packaging.
4.  Other
research institute will equally benefit from the result of this research when
concluded.
1.5 RESEARCH QUESTION
        The following research question will
give rise to the study.
1.       
Are consumers familiar with the term “packaging
2.       
Are consumer’s familiar with the term
packaging and how effective is packaging in the marketing of glassware?
3.       
Does good product packaging lead to
increase in sales?
4.       
Does good packaging get the attention
of the target market?
5.       
Does good packaging influence the
consumers buying decision?
1.6 SCOPE OF THE
STUDY
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 Ibadan (Oyo State) to enable the researchers gather
information on the effectiveness of the company.
1.7  DEFINITION OF TERMS
Packaging:
Packaging is material 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 idea.
Brand:
A type of product made by a company under a particular name.
Customer:
A person buying goods and services from a shop.
Marketing:
Marketing is the social and managerial process by which individuals and groups
obtain what they want through creation, offering and exchanging products or
value with others.
Manufacturers:
Are those who make use of raw material to produce those products needed by the
consumers they are known as the producers.
Competition:
They are people or organization that
CHAPTER TWO
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