A STUDY ON THE IMPORTANCE OF BRANDING AND PACKAGING ON MARKETING PRODUCTIVITY OF LOCALLY MADE PRODUCTS (A CASE STUDY OF KINGMOS PAINT LTD)

CHAPTER ONE

INTRODUCTION

1.O BACKGROUND OF STUDY

1.1 STATEMENT OF THE PROBLEMS

This study intends to find out the effects of packaging and branding  on marketing productivity of locally made product with kingmos paint Lid. Being out  local point study.
It is generally known by marketers that the nature of a  product affect consumers behavior toward it.  A  product that is not well packaged and branded is not usually purchased by  consumes. In this many firms pay little attention to the areas of packaging and branding of their products. Most products are poorly packaged and  asad result of this, 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.
Further more, the kind of brand names used for a product by a market also has to be one that can overshadow those of competitors producing the same product. However, marketers do not take much time to make good branding decision. As a result of this, thee product is not well communicated to the target  market hence low sales results.
Could it be that such firms or marketers do not have adequate capital to embark upon good packaging for their products?

1.2 OBJECTIVE OF THE STUDY

 
The objectives of this study are the following: 
1.    To examine the scope of packaging and branding of product. 2.  To fine out reasons why firm package and brand their      products.
3.    To find out the effects of packaging and branding on firm’s        marketing productivity.
4.    To identify the factors that has contributed to packaging growing use as a marketing  tool.

5.    To find out the relationship existing between branding of products and the creation of corporation images.

1.3  SIGNIFICANCE OF THE STUDY

Firstly, the study will be useful to manufactures in knowing that good packaging and branding lead to both high sales volume and creates good corporate images and identifies through  repeated buys by consumers.
Secondly, it will be useful to consumers in knowing that they have the right to well package and branded products so as to be selective in buying quality products.
Thirdly, it pinpoints the various brand name decisions that will be useful to various categories of manufactures. 
Fourthly, the study 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 eon the topic.

1.4  RESEARCH QUESTION

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

What type of brand name strategy dose peacock paint Ltd adopt  for its products?

What is the major reason for the firm’s branding of its products?

why  does the firm package its products in his  present day ?

what effect dose packaging and branding have on the marketing productivity of the firm’s products?

What problem’s are encounter by the firm [in making branding and packaging decision for its products?

1.5. RESEARCH HYPOTHESES

HYPOTHESIS 1

H0: There is no significant impact of branding and packaging on Marketing productivity.

H1: There is a significant impact of branding and packaging on Marketing productivity.

HYPOTHESIS 2

H0: There is no significant relationship between branding/packaging and Marketing productivity.

H1: There is a significant relationship between branding/packaging and Marketing productivity.

1.6. SIGNIFICANCE OF THE STUDY

The study is beneficial and important with respect to the problems under study. The researcher is intended to examine the problem and prospects of sales promotion of an organization branded and package product. Since the ultimate foal of any business organization is to optimize profit by minimizing cost; management should know how to tackle sales promotion in their organization. Organization other than those located in Uyo L.G.A, AkwaIbom state who is into sales promotion of their branded and packaged product will benefit generously from the study of better performance. It is therefore hope that the result of the study, if properly implemented will enable the organization improve their customers better and attract new ones. The consistent improvement of their quality of the product and services based on the findings of this study will help gain a sustainable customer confidence and patronage and hence improve productivity, profit and growth of the country’s economic development. The Research will provide companies with new and updated information because review of the literature shows the previous researches done on packaging was scattered, which included limited information about packaging. In past research have been made on narrowed and common factors of packaging but in this research also determine how the changes in product packaging and branding can promote sales and tells what are the most important aesthetic elements of packaging that prompts and attract the buyers to purchase the product at the point of purchase. Therefore this research will help marketers to consider these findings also discovered in research and implement in their plan in creating and selecting the appropriate design elements and attributes for their product package and will allows companies to be different from each other and to have more priorities among competitors.

1.7. SCOPE AND LIMITATION OF THE STUDY

The study is restricted to the impact of branding and packaging on locally made products, case study of kingmos paints Ltd in Uyo L.G.A, AkwaIbom state.

LIMITATION OF THE STUDY

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

Branding: Is a name, term sign, symbol or design, or a combination of them in tented to encourage prospective customers to differentiate a producer's products from those of competitors. It is also an output of a commitment by management to invest in the product management.

Packaging: Is the act of containing, protecting and presenting the contents through the long chain of production, handling and transportation to their destinations in as good a state, as they were, at the time of production. Packaging is an important part of the branding process as it plays a role in communicating the image and identity of a company

Sales: The activity or business of selling products or services. Sales are activities related to selling or the number of goods or services sold in a given time period. The seller or the provider of the goods or services complete a sale in response to an acquisition, appropriation, requisition or a direct interaction with the buyer at the point of sale.

Promotion: In marketing, promotion refers to any type of marketing communication used to inform or persuade target audiences of the relative merits of a product, service, brand or issue. The aim of promotion is to increase awareness, create interest, generate sales or create brand loyalty.