Effect Of Packaging In Sales Of Goods (A Case Study Of Chicken Republic Ado Ekiti)

Project and Seminar Material for Marketing

Effect Of Packaging In Sales Of Goods (A Case Study Of Chicken Republic Ado Ekiti)


Abstract


This study was carried out to examine the effect Of Packaging In Sales Of Goods using Chicken Republic Ado Ekiti as a case study. The study was carried out to determine whether packaging is one of the most important marketing tools in facilitating product sales, ascertain the extent Chicken Republic adopts packaging as a marketing tool for sales promotion, find out whether packaging influences consumers desire to purchase a product, ascertain whether packaging has significant impact on sales turnover in Chicken Republic. The survey design was adopted and the simple random sampling techniques were employed in this study. The population size comprise of staff of Chicken Republic Ado Ekiti. In determining the sample size, the researcher conveniently selected 57 respondents and 50 were validated. Self-constructed and validated questionnaire was used for data collection. The collected and validated questionnaires were analyzed using frequency tables, while the hypotheses were tested using Chi-square statistical tool. The result of the findings reveals that packaging is one of the most important marketing tools in facilitating product sales. The study also revealed that packaging has significant impact on sales turnover in Chicken Republic. Therefore, it is recommended that companies and business people should regard the packaging aspect as an important element of business success as it can influence the consumption of their products and this raise profitability. To mention but a few.


Table of Content


Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organization of the Study

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • APPENDIX
  • QUESTIONNAIRE

Chapter One


Introduction

1.1 Background of the Study

Packaging is a marketing tool and it is closely interwoven with the performance of marketing functions. It is concerned with the wrapping of materials and the process used. Well designed packaged can create convenience value for the consumer and promotion value for the producer. Packaging as a promotional tool has been an important marketing consideration, all over the world. It is one of the marketer’s most vita tools for selling. It is basically the general activities in product planning which involve designing and producing container or wrapper for a product. Many products have a distinct image in the consumers’ mind through their packaging, thus, creating awareness. Packaging performs some important function which failure in any way may destroy the general utility of package. Some of these functions are of vital relevance through the life of the product packaged.

The important of products packaging cannot be quantified in retail setting as packaging role has evolved from traditional function of protecting product from dirty, damage, mishandling and deterioration to modern era where packaging is also utilized as a marketing tool to promote product, provide information about the product to customers and increase sales turnover. Packaging has become an integral part of modern society and isone of the most important factors that stimulate sales turnover. Different types of packaging plays a vital role in the production, storage, distribution and marketing of products. Packaging could also cause differentiation from competitors and be considered as a competitive advantage (Mousavi & Jahromi, 2014).

Packaging helps in attracting and sustaining the consumers’ attention. The uses of packaging as a strong variable of product can be seen as a vital tool used for communicating the attractiveness of product to the respective and identified target market. Lifu (2011) stressed that packaging is the key component of successful sales.

In spite of packaging use as a growing marketing tool, manufacturers and marketers still view packaging as a mere container (Abdullah, Kalam & Akterujjaman, 2015). Rasheed, Olanipekun, and Sydney (2015) stressed that, marketing practitioners believe and emphasize on product quality, price discount, effective channel of distribution as well as advertisement as strategies to increase sales turnover, but show little or no consideration for the package appearance.

Notwithstanding, packaging has developed into one of the most sophisticated, holistic and influential examples for those who design it and for those people who are considered intermediates for selling products from manufacturers to the end consumers (Nayyar, 2012). Packaging of a product is therefore, an important issue in the growing use of packaging as a marketing tool for product sales facilitation. In the light of the above, this study seek to examine the effect of packaging in sales of goods.


1.2 Statement of the Problem

The important of products packaging cannot be quantified in retail setting as packaging role has evolved from traditional function of protecting product from dirty, damage, mishandling and deterioration to modern era where packaging is also utilized as a marketing tool to promote product, provide information about the product to customers and increase sales turnover. Packaging has become an integral part of modern society and is one of the most important factors that stimulate sales turnover. Packaging helps in attracting and sustaining the consumers’ attention. The uses of packaging as a strong variable of product can be seen as a vital tool used for communicating the attractiveness of product to the respective and identified target market. Lifu (2011) stressed that packaging is the key component of successful sales.

There is huge competition in the business world, both locally and globally, and businesses are competing with other businesses for consumers. Organizations now engage in good packaging and repackaging of their product making it difficult for consumers to make choices among different competing product. According to Ladipo and Rahim, (2013) package attracts consumer’s attention to particular brands, enhances its image, and influences consumer’s perceptions about products, thus packaging a certain product based on your consumer needs, the producer can use labeling or image description to arouse the interest of the consumer to purchase that product, when the consumer is moved by the image or label used to package the product he or she desires or makes a purchase for that product that is needed.

In spite of packaging use as a growing marketing tool, manufacturers and marketers still view packaging as a mere container (Abdullah, Kalam & Akterujjaman, 2015). Rasheed, Olanipekun, and Sydney (2015) stressed that, marketing practitioners believe and emphasize on product quality, price discount, effective channel of distribution as well as advertisement as strategies to increase sales turnover, but show little or no consideration for the package appearance. They stated further that, the belief among most Nigerian manufacturers is that, a good product sells itself.


1.3 Objective of the Study

The general aim of this study is to critically examine the effect Of Packaging In Sales Of Goods using Chicken Republic Ado Ekiti as a case study.

Specifically, the study is set to:

  1. Determine whether packaging is one of the most important marketing tools in facilitating product sales.
  2. Ascertain the extent Chicken Republic adopts packaging as a marketing tool for sales promotion.
  3. Find out whether packaging influences consumers desire to purchase a product.
  4. Ascertain whether packaging has significant impact on sales turnover in Chicken Republic.

1.4 Research Question

The study will be guided by the following the questions;

  1. Is packaging is one of the most important marketing tools in facilitating product sales?
  2. What is the extent Chicken Republic adopts packaging as a marketing tool for sales promotion?
  3. Does packaging influence consumers desire to purchase a product?
  4. Does packaging have a significant impact on sales turnover in Chicken Republic?

1.5 Research Hypothesis

Ho: Packaging has no significant impact on sales turnover in Chicken Republic.

Ha: Packaging has a significant impact on sales turnover in Chicken Republic.


1.6 Significance of the Study

It has been proven that effective packaging preference of firms enhance the market ability of their product, this work is relevant in the sense that it well enlighten manufacturers on the measure to be adopted to sustain the effect of product packaging has on consumer buying preference process and in building a loyal customers. This study will also be of academic value since the contents could be used as a basis for other studies on product packaging. The findings of the intended is expected to contribute to the body of existing knowledge in the area of product packaging and its influence.


1.7 Scope of the Study

The study focuses on the effect Of Packaging In Sales Of Goods using Chicken Republic as a case study. Geographically, this study will be delimited to Chicken Republic in Ado Ekiti, where the respondents will be obtained.


1.8 Limitation of the Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.


1.9 Definition of the Study

Packaging:

Packaging is the technology of enclosing or protecting products for distributing, storage, sale and use. It is also the process of design, evaluation and production of packages. Packaging can also be described as a coordinated system of preparing goods for transport, warehousing, logistic, sale and end use. Packaging contains, protects, preserves, transports, informs and sells.

Sales:

Sales is the general activities of giving a product to a buyer for exchange for price.

Personal Selling:

Personal selling is a face to face selling in which a seller attempts to persuade a buyer to make a purchase. It is a strategy that sales people use to convince customers to purchase a product, service or solution.

Marketing:

According to the American Marketing Association (AMA) Board of Directors, Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partner and society at large.

According to Kotler, marketing is the science and the art of exploring, creating and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.
Consumers: A consumer is one that consumes, especially one that acquires goods or services for direct use or ownership rather than for resale or use in production and manufacturing. A consumer is the final buyer and or user of a product for personal consumption or house hold use.

Product:

Product is a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for many or some other unit of values. A product is a good, idea; method, information, object or service created as a result of a process and serve a need or satisfies a want. It is a combination of tangible and intangible attributes (benefits, features, functions, uses) that a seller offers a buyer for purchase.


1.10 Organization of the Study

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, abnd selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.


Chapter Five


Summary, Conclusions and Recommendations:

5.1 Introduction

This chapter summarizes the findings on the effect Of Packaging In Sales Of Goods using Chicken Republic Ado Ekiti as a case study. The chapter consists of summary of the study, conclusions, and recommendations.


5.2 Summary of the Study

In this study, our focus was on the effect Of Packaging In Sales Of Goods using Chicken Republic Ado Ekiti as a case study.

The study is was specifically carried out to determine whether packaging is one of the most important marketing tools in facilitating product sales, ascertain the extent Chicken Republic adopts packaging as a marketing tool for sales promotion, find out whether packaging influences consumers desire to purchase a product, ascertain whether packaging has significant impact on sales turnover in Chicken Republic.

The study adopted the survey research design and randomly enrolled participants in the study. A total of 50 responses were validated from the enrolled participants where all respondent were staff of Chicken Republic Ado Ekiti.


5.3 Conclusions

Based on the findings of this study, the researcher concluded that;

  1. Packaging is one of the most important marketing tools in facilitating product sales.
  2. The extent Chicken Republic adopts packaging as a marketing tool for sales promotion is high.
  3. Packaging influences consumers desire to purchase a product.
  4. Packaging has significant impact on sales turnover in Chicken Republic.

5.3 Recommendations

Based on the responses obtained, the researcher proffers the following recommendations:

  1. Companies and business people should regard the packaging aspect as an important element of business success as it can influence the consumption of their products and this raise profitability.
  2. The management of business organizations should continuously review their product packaging in order to attract more sales and boost sales turnover.
  3. The graphic design and packaging material should be design in such a way that, it will induce consumer to buy the product.

Get Complete Project Material

6,000 Naira

The Complete Material Will Be Sent to You in Just 2 Steps

Quick & Simple…


Step One Purchase

Make Payment (Through Transfer) of ₦6,500 to the Account Below

Zenith BankAcc No: 1225513212
Samphina Academy
Current Account

Or CLICK HERE To Pay With Debit Card


FOR STUDENTS OUTSIDE NIGERIA
CLICK HERE To Purchase Material ($25)

Step Two Purchase

Send the Following Details on WhatsApp ( 08143831497) After Payment

  1. Payment Details

  2. TOPIC: Effect Of Packaging In Sales Of Goods (A Case Study Of Chicken Republic Ado Ekiti)

The Complete Material Will Be Sent To You On WhatsApp After Receiving Your Details
T & C Apply


  Contact Our Help Desk


Need a Different Topic? Perform a Quick Search



List of Related Works

Click on Any Topic to Preview the Content

samphina.academy

Samphina Academy

Samphina Academy is an Online Educational Resource Center that is aimed at providing students with quality information and materials to aid them in succeeding in their academic pursuit.