Project Materials




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The research investigates the impact of packaging on customer purchasing behaviour with a focus on the Unilever Company. The study's major goal is to determine the impact of product packaging on consumer purchasing decisions, as well as whether consumers rely on product packaging for information about how to utilise the product.

Respondents were the major data collection source. The researcher prepared a structural questionnaire, and two specialists from the statistics department validated it to acquire data. Chi-Square (X2) was used to evaluate hypotheses. It was observed that a package can attract customers with a short, readable word about the goods.

The study reveals that while cost of production has been a concern in production, packaging without quality, correct pricing, adequate advertising, and a solid marketing plan is of little benefit.

And proposes, among other things, that they be used to create profits through sales innovation rather than as a cost-cutting instrument. In this regard, omo producers should control the situation and improve their product packaging design and materials.

Chapter one


1.1 Background of the Study

Despite its high cost, packing items has become crucial in product marketing.

Even for perishable items like tomatoes, a package that keeps the product intact until it reaches the end user is critical. Packaging's importance cannot be overstated, especially given the significant role it plays in consumer appeal and pleasure.

The detergent industry is a good illustration of a key factor in the purchase decision. The package can be designed such that it stands out on supermarket or retail shelves.

Excellently designed packages result in a difference in sales appeal. The study will investigate the impact of packaging on customer purchasing decisions.

1.2 Statement of Research Problem

Packaging is an extremely significant aspect of product marketing, particularly in the detergent sector.

Packaging strategies have played an important role in increasing product performance. Despite the critical importance of packing. The research is faced with the difficulty of determining why money are sold unpacked or improperly wrapped in our markets.

1.3 Object of the Study

The study's aims are as follows:

1. Understand the impact of product packaging on consumer purchasing decisions.

2. Determine the impact of packaging on the overall profit of the company.

3. Determine which package variables, such as shape, size, and colour, are most important to the consumer.

4. Determine whether consumers rely on product packaging for information on how to utilise the product.

5. Investigate information-gathering tactics for product packaging design.

6. To understand consumer behaviour in relation to a product bundle. Product packaging serves as a source of guidance for consumers during the purchasing process.


Having identified the study's concerns, the solution rests in how the research works on the questions that affect the packaging of “OMO”.

a. How does packaging affect customer purchasing decisions.

b. To what extent does product packaging serve as a means of identification for companies?

c. To what extent may packaging assist a corporation earn profit from its sale of goods?

d. What intrinsic value did the consumer prefer most in the package?

a. Do consumers rely on the packaging for information about the product's contents and usage?

f. How does product packaging safeguard it from damage during shipping and spoilage while in storage?

1.5 Statement of Hypothesis

Hypothesis One.

Ho: A good package does not influence a consumer's purchasing choice.

HI: A good package influences consumer purchasing decisions.

Hypothesis Two

Ho: The package does not clearly identify the goods by employing a trade name or trademark.

HI: The package easily identifies the goods by employing a trade name or trademark.

Hypothesis Three

Ho: A good package does not have an impact on consumer purchasing decisions.

Hi: A decent package has an impact on consumer purchasing decisions.

Hypothesis Four

Ho: A good product is not necessarily concerned with product information.

Ho: A decent product is important in terms of product knowledge.

1.6 Significance of Study

The importance of packaging and its impact on the consumer cannot be overstated. One thing is for a corporation to invest heavily in packaging, and another is to reap the benefits in the form of increased sales as a result of user activity.

As a result, the researcher seeks to discover and highlight the required variables in soap package design, as well as their impact on customer purchasing decisions.

After this study is completed, the report will be extremely valuable to detergent companies and field researchers.

1.7 Scope of the Study

The study will look into the impact of packaging on purchasing decisions in terms of sales profit quotes, as well as the impact of packaged items. A case study of an Omo product from Unilever Nigeria Plc.

1.8 Limitations of the Study

Due to time constraints and limited writing time, the researcher was unable to complete a more detailed and elaborate study.

Furthermore, the continuous lecture, assignment, and test made the task more difficult.

Finance is another limiting factor that prevents people from attending colleges and polytechnics in search of meaningful work.

Absence of recently published resources, such as journals and publications on the impact of the research.

With all of these factors combined, there was no way the research could avoid any of the project work. Nonetheless, the best solution was implemented using the available materials.

1.9 Operational Definition of Terms

The following are some of the terms used in this project.

Packaging is the process of designing and constructing a container or wrapper for a product.

Consumers are those who buy products or services for their personal or household consumption.

Wrapper: Create the outline from which the container can be created.

Mass marketing refers to the majority of the population, which is typically middle and working class.

Data Analysis: This is the process of selecting the instrument you will use to conduct research by dividing it into sections and evaluating the findings.

Brand: This is the name or mark used to identify a product sold by one or more sellers and differentiate it from rival items or competitors.

Labelling: This is the portion of the product that contains information about the product.

Price: This is the value agreed upon by the members during the exchange process. It is a method for products and services to gain value in the eyes of both buyers and sellers.

Promotion: This is one of the mix (4ps) that communicates with individuals, groups, or organisations directly or indirectly to facilitate exchange by persuading an audience or member to adopt an organization's goods.

A product is anything beneficial or negative, tangible or intangible, that attracts acquisition, use, or consumption, such as packaging, colour, price, manufacturer, or retailer.

Trademark: This is a legal designation that indicates that the owner has exclusive use of a brand or portion of a brand, and that others are prohibited from using it by law.

Trade Name: This refers to choosing a legal name for an organisation rather than the name of a specific product, i.e. the name under which a business works.

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