Packaging As Promotional Tools In The Marketing Of Beauty Care Products (A Case Study Of Petals Enugu)

Project and Seminar Material for Marketing

Packaging As Promotional Tools In The Marketing Of Beauty Care Products (A Case Study Of Petals Enugu)


This research project is very crucial study for petals Ltd. The study was motivated by the necessity of packaging as promotional tools in the marketing of beauty care products.

This research project aimed at the following.

  1. To identify packaging as a promotional, in order to increase sales and profitability of the product.
  2. To determine whether a good package can help improve a brand image.
  3. To determine whether a good packaging can help to increase its sales.
  4. To determines whether a good package can serve as a substitute to advertising.

The population of study comprises of the personnel of petals Ltd., distributors and consumers of petals beauty care. The researcher used data collections were questionnaire and oral interview. Tables and percentages were used in presenting and analyzing to data collected. The chi – square statistics was used to test the various hypothesis. The overall promotional tool adopted by petals has helped to increase sales and profitability of the product tremendously. Based on the findings, the researcher recommences the following: The company should

  1. Be unique in packaging design
  2. Choose the type of packaging that must be assessed against its attributes during the appraisal of the design proposals.
  3. They should have it in mind that packaging is a complement to media advertisement.
  4. Since the company knows that properly designed package serves as a constant reminder of the firms production.

It is recommended that it should incorporate all those things that will project the company’s image. The conclusion of the study of the petals Beauty care which is one of the leading cosmetics produce by petals Nigeria Limited has been successful and in order to keep up its marketing of the product, the company should use a properly designed attractive and captivating package.

Table Of Contents

  • Title page i
  • Certification page ii
  • Dedication iii
  • Acknowledgement iv
  • Abstract v
  • Table of content

Chapter One:


  • 1.1 Background of the study
  • 1.2 Statement of Problems
  • 1.3 Purpose of the study
  • 1.4 Research Question / Hypothesis
  • 1.5 Significance of Study
  • 1.6 Scope / Delimitation of the study
  • 1.7 Definition of Terms
  • 1.8 Limitations of the study

Chapter Two:

Literature Review

Chapter Three:

Research Methodology

  • 3.1 Source of Data
  • 3.2 Population of Study
  • 3.3 Sample Size Determination
  • 3.4 Questionnaire Design
  • 3.5 Questionnaire Administration
  • 3.6 Validity of Research Instrument

Chapter Four:

Data Analysis And Discussion Of Findings

  • 4.1 Data Analysis
  • 4.2 Testing of Hypothesis

Chapter Five:

Discussion Of Findings, Recommendation And Conclusion

  • 5.1 Summary of Findings
  • 5.2 Recommendation
  • 5.3 Conclusions
  • Bibliography
  • Questionnaires

List Of Tables

  • Table 4:1: Personnel indication on the type of packaging used by the company.
  • Table 4:2: Personnel Indication on the type of packaging material used by the company.
  • Table 4:3: Personnel indication on the packaging designs that is currently recording the highest rate of demand.
  • Table 4:4: Personnel agreement on whether packaging service as a silent salesperson
  • Table 4:5: Personnel agreement on whether good package design serves as a substitute to advertising.
  • Table 4:6: Personnel indication o the type of package designs that is most cost effective.
  • Table 4:7: Personnel indication on the packaging designs that is currently recording the highest rate on demand.
  • Table 4:8: Personnel agreement on whether packaging serves as a silent salesperson.
  • Table 4:9: Personnel indication on whether package design helps in promoting product.
  • Table 4:10: Personnel agreement on whether brand image can be improved through company’s packaging policy.
  • Table 4:11: Personnel indication on whether attractive package creates impulse buying of the company’s products.
  • Table 4: 12: Consumers preference on packaging materials
  • Table 4:13: Consumer indication on the attractiveness of beautiful packaging.
  • Table 4:14: Consumers agreement on weather the cost of packaging increases the price of the company’s.
  • Table 4:15: Consumers indication on whether they keep the package of product after use.
  • Table 4:16: Consumers Packaging Design Preference.

Chapter One


1.1 Background Of The Study

The word of marketing today is a word of unprecedented competition where company with goods and services to work extra- hand to survive such company must adopt sound marking mix in order to compete favourable.

The basic aspect of marketing mix is the product development and product mix. The product mix or component is however not complete without packaging.

Throughout the world, packaging plays a significant role in the protection presentation and promotion of consumer goods and durables; it helps in the storage, reduces damage and loss to good – in – transit and minimizes pilferagse.

Traditionally, packages have been viewed in a very utilitarian fashion, that is, as a way of protecting the physical goods as it moves through the distribution channel. However, packaging in developing nation would sound to be out of place when we still see market women and traders wrap their wares with banana leaves, used newspapers, and green leaves. These traditional methods of packaging not with standing, the need for packaging is growing fast and cannot be overemphasized. In recent times, marketers have been conscious of the fact that packaging is important in the decision to purchase a product. Emphasis have therefore been shifted from the traditional belief of manufacturers that package is meant for protecting a product only. It can now be seen that in most of the super- market, various colourful and indigenous packages are used especially when the products are competing for attention.

According to Onah (1996) “ principle perspectives and practices” in mass media and marketing communication edited by Dr. Ikechukwu Nwosu (1996), where a Survey was conducted in Nigeria, “ Usuable when Empty” dominated the elements of package appeal with 36.9% frequency of mention. When the respondents single girl who uses cosmetics, to enhance her beauty is packaging herself for greater acceptance by the wife- seeking bachelor”.

The aim of this research work therefore, is to examine the use of packaging as a promotional tool in the marketing of beauty care products. Also, it aims at finding out to what extent packaging influences behaviour and salient features that make it a potent respect of competition.

1.2 Statement Of Problems

Despite the increasing popularity of packaging in the promotion of goods and services, one cannot but agree that there are areas or problems which need to be studied. Through some business organisations are now using packaging to promote their wares, yet many business orangisations in Nigeria concentrate their marketing effort on the traditional elements in the marketing mix. The performance of their marketing activities. The rate at which wares or products are being advertised, one may be forced to ask questions bothering on the use of packaging.

In the application of marketing mix, many companies are faced with one problem or the other. It will not be out of place that they are confronted with packaging related problems. Such problems among others may be the following.

There is the need to know whether packaging is a good promotional tool: whether it affects consumer buying decision, whether it projects the image of a company and whether its usage is a good compliment or substitute for advertisement. Does the package of a product constitute one of the determinants of seller of that products

1.3 Purpose Of Study

The main objective of this study is to critically assess the area of problems and seek to proper solutions.

It is therefore necessary to find out the impact of a change in the package of a product. The studies will find out among others, whether packaging has a positive effect on the buying habit and decision of consumers. To determine whether the company image is being projected through it’s packaging policy. To what extent producers are considering packaging in their product decisions.

1.4 Research Question/Hypothesis:

In determining the use of packaging as a promotional tool in the marketing of beauty care products, some null hypothesis, otherwise known, as tentative statements have to be tested. It is only when such statements are tested by way of asking relevant questions that solutions could be offered, to likely problems in the study.

When these tentative statements are tested and found to be correct, then, they are accepted where they are found to be otherwise, such statements are rejected.

The following tentative statements will therefore be tested to find out their validity.

  1. H0: A good package cannot serve as a substitute to advertising.
    Hi: A good package can serve as substitute to advertising.
  2. H02: An attractive package does not create impulse buying.
    Hi: An attractive package does create impulse buying.
  3. H03: Packaging is not a silent salesperson.
    Hi: Packaging is a silent salesperson.
  4. Ho4; A good packaging policy cannot help improve a brand image.
    Hi: A good packaging policy can help improve a brand image.
  5. H05: A beautiful packaging design cannot attract consumes.
    Hi: A beautiful packaging design can attract consumers.

1.5 Significance Of Study

This research work is significance in the sense that the outcome will go a long way to solve the research problems. It will show the importance of packaging as promotional tool, to both consumers and companies.

  1. To the company, it will show the effect of packaging as a promotional tool in the marketing of their products.
  2. To the consumers, it will show that package is part of the product brought by them.

1.6 Scope Of The Study

The scope of this research work is narrowed to the use of packaging as an effective promotional tool in the marketing of beauty care products as it related to impulse buying, projecting company’s image and its effect as a silent salesperson. It will cover the marketing of beauty care products and effects of promotional efforts.

1.7 Definition Of Terms


Is defined as human activity directed at satisfying needs and wants through exchange process (Kotler 1980:9).


Is refers to as what is used to protect the product from damage shipping and handling and to lessen spoilage if the product is exposed to air or other elements.


This includes advertising sales promotion, publicity, personal selling and direct marketing (Adirika 2007),


A product is defined as a good service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and received in exchange for money or some other unit of value (Kolter 2005:276)

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