Analysis of the Role of Packaging as a Promotional Tool in the Marketing of Different Brands of Weavons

Analysis of the Role of Packaging as a Promotional Tool in the Marketing of Different Brands of Weavons. 

ABSTRACT

The purpose of this research work is to analyze the role of packaging as a promotional tool in the marketing of different brands of weavons. In nowadays competitive marketing environment the role of package has changed due to increasing self-service and changing consumers’ lifestyle.

Firms’ interest in package as a promotional tool is growing increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs.

However, the following objectives were formulated; to analyze the extent packaging influences buying behaviours find out the impact of a change in package on the sales of the product, to ascertain whether brand packaging promote the company’s image, to know the extent producers consider packaging in their product decisions, to determine if consumes associate the appearance of a product to its quality.

The study had a population of 1,693, out of which a sample size of 324 was realized using Taro Yamane formula. Instrument used for data collection was primarily questionnaire. 324 copies of questionnaire were distributed and collected.

The survey research method was adopted for the study while chi- square was used to test the hypotheses. The findings showed that there is relationship between packaging influence and buying behaviour and that there is impact of change in the package of a product.

Also there is relationship between brand packaging and company’s image, and the producers consider packaging in their product decisions and finally that consumers associate the appearance of a product to its quality.

The study recommended that manufacturing firms should periodically evaluate how consumers respond to their product packaging so as to enhance the competitiveness of their products in the market.

TABLE OF CONTENTS

Title page- – – – – – – – – – – i
Certification – – – – – – – – – -ii
Approval – – – – – – – – – – -iii
Dedication – – – – – – – – – – -iv
Acknowledgments- – – – – – – – -v
List of tables – – – – – – – – – -vi
Abstract – – – – – – – – – – -viii
Table of contents- – – – – – – – – -ix

CHAPTER ONE: Introduction

1.1 Background of the study – – – – – – -1
1.2 Statement of the problem – – – – – – -4
1.3 Objectives of the study – – – – – – – -5
1.4 Research questions – – – – – – – -6
1.5 Research hypotheses – – – – – – – -6
1.6 Significance of the study – – – – – – -7
1.7 Scope of the study – – – – – – – -8
1.8 Limitations of the study – – – – – – – -8
1.9 Brief History of the organizations under study- – – -8
References- – – – – – – – – – -11

Chapter two: Review of Related literature

2.1 Definitions of packaging – – – – – – -13
2.2 The objectives of packaging – – – – – – -17
2.3 Functions of packaging – – – – – – – -20
2.4 The Role of packaging – – – – – – – -21
2.5 Elements of packaging – – – – – – – -24
2.6 Elements of good packaging design- – – – – -26
2.7 Importance of packaging – – – – – – -30
2.8 Types of packaging – – – – – – – -30
2.8.1 Packaging cost – – – – – – – – -31
2.9 Summary of reviewed related literature – – – – -33
References – – – – – – – – – – -35

Chapter three: Research methodology

3.1 Introduction- – – – – – – – -38
3.2 Research design- – – – – – – – -38
3.3 Sources of data collection- – – – – – -40
3.4 Instrument for data collection – – – – – – -40
3.5 Population of the study- – – – – – – -41
3.6 Sampling procedure- – – – – – – -42
3.7 Determination of the sample size- – – – – -42
3.8 Method of data Analysis – – – – – – -44
References- – – – – – – – – -45

Chapter four: Data presentation and analysis

4.1 Introduction – – – – – – – – -46
4.2 Testing of Hypotheses- – – – – – – -65

Chapter five: Summary, conclusion and Recommendation

5.1 Summary of findings – – – – – – – -74
5.2 Conclusion- – – – – – – – – -75
5.3 Recommendation- – – – – – – – -75
Bibliography– – – – – – – – – -77
Appendices– – – – – – – – – -77

INTRODUCTION

1.1 Background of the Study

In nowadays competitive marketing environment the role of package has changed due to increasing self-service and changing consumers’ lifestyle. Firms’ interest in package as a promotional tool is growing increasingly.

Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market share and reducing promotional costs.

According to Rundh (2005:672) package attracts consumer’s attention to particular brand, enhances its image, and influences consumer’s perceptions about product.

Also package imparts unique value to products and works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior.

Wells, Farley & Armstrong, (2007:680) opined that package performs an important role in marketing communications and could be treated as one of the most important tools of promotion.

The primary function of packaging is to protect the product against potential damage while transporting, storing, selling and exploiting a product and to ensure the convenience during performance of these activities.

Grundvag&Ostil, (2009:220) indicates the importance of packaging in the case of grocery, when consumers buy unbranded products.

Seeing that  most consumers tend to touch products before purchasing, they treat product packaging as a tool for protecting consumers from contamination, for allowing them to touch products without restraint, without need to avoid smudging their hands.

BIBLIOGRAPHY 

Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2)

Butkeviciene, V., J. Stravinskiene and A. Rutelione (2008). ‘Impact of consumer package communication on consumer decision making process’, Inzinerine Ekonomika-Engineering Economics(1)

Eisenhardt, K.M (1989) Building Theories from Case Study Research. New York: Time Publishing.

Gonzalez M. P., Thorhsbury S., & Twede D. (2007). Packaging as a tool for product development: Communicating value to consumers. Journal of Food Distribution Research, 38(1)

Griffin, R. C., S. Sacharow, and A. L. Brody (2005). Principles of PackageDevelopment,2nd ed. Van Nostrand Reinhold, New York.

Hanlon, J. F. (2004). Handbook of Package Engineering, 2nd ed. McGraw-Hill, New York.

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