RELEVANCE OF PACKAGING AND BRANDING AS A COMMUNICATION VEHICLE OF LOCALLY MADE PRODUCTS
Need help with a related project topic or New topic? Send Us Your Topic
DOWNLOAD THE COMPLETE PROJECT MATERIAL
RELEVANCE OF PACKAGING AND BRANDING AS A COMMUNICATION VEHICLE OF LOCALLY MADE PRODUCTS
ABSTRACT
In the ever-increasing competition between local items in the global market, effective product promotion is critical. In this atmosphere, product packaging has become an increasingly significant tool for brand communication.
Little study has been undertaken in this area in Nigeria, hence the goal of this thesis was to investigate how product packaging may be used as a brand communication vehicle.
The study examined the impact of product packaging design on customers’ perceptions of brands, attitudes towards locally created items, and associated advantages. In this study, the theoretical and empirical literature on packaging and branding were examined.
To fulfil the study’s goal, data was gathered through focus group interviews with male and female students, who represented two distinct scenarios, as well as in-depth interviews with key industrial and academic professionals. The findings and conclusions of this study show that there is no discernible difference in how women and men perceive product packaging.
Furthermore, this study found that the features of package design influence consumer impression differently depending on how they are combined. The data also indicate that consumers identify different benefits with varied packaging based on both internal and external factors. Customers link a brand’s packaging with functional, social, and emotional benefits.
Chapter one
INTRODUCTION
1.1 Background for the study
In modern marketing, corporations compete fiercely to maintain and expand their market share. Marketing communication is critical for achieving this goal. In consumer marketing, brands frequently provide the key points of differentiation between competing goods, and as such, they can be important to a company’s success (Wood, 2000).
Success is no longer determined by product excellence; it is entirely dependent on branding (Brown 2001). In the words of Kapferer (1997, p. 16), “the strength of a company like Heiniken is not solely in knowing how to brew beer;
it is that people all over the world want to drink Heiniken” . In fact, because only powerful brands survive, brand management has become more strategic than ever. Manufacturers seek for every opportunity to increase brand equity by capitalising on one successful identity and gaining recognition for the full brand name (Willey, 1993).
While price, shelf location, dietary concerns, and the residual effects of advertising all influence product purchases, the package itself is the most critical element at the point of sale (Gershamn, 1987).
A decent name, a nice logo, an appealing package, and eye-catching point-of-purchase displays help the brand manager achieve the ultimate goal of influencing consumer behaviour (Shimp, 2001).
Packaging is any container or wrapping in which a product is presented for sale and can be made of a range of materials such as glass, paper, metal, or plastic, depending on the contents (Brassington & Pettit, 1997).
According to Gershman (1987), the growing importance of packaging has resulted in phrases such as “Packaging is the least expensive form of advertising”; “Every package is a five-second commercial”; “The package is the product”; and “The package is the silent salesman” (Gershman, 1987: 1).
Packaging is a vital component of a product because it not only serves a functional purpose but also communicates product information and brand identity.
Packaging can be used for promotional purposes. It can be used to provide coupons, promote other related products, announce new products, display on-pack deals, and distribute samples and presents.
This study was based on the packaging designs of products from Locally Made Products, a company that depends heavily on packaging to identify its brands. The study’s goal was to encourage good sentiments towards businesses by emphasising the packaging’s design rather than its other purposes.
1.2 Statement of the Problem
The purpose of this study is to investigate the effects of packaging and branding as a communication tool for locally created products with kingmos paint lids. Being a local point of study.
Marketers are generally aware that the nature of a product influences consumer behaviour towards it. Consumers rarely purchase products that are not well packed and branded.
Many companies pay little attention to product packaging and branding. Most products are poorly packaged, resulting in low sales volumes that may not even reach the break-even point for the manufacturing corporations. Consequently, losses may ensue.
Furthermore, a market’s brand names for a product must be able to outperform those of competitors providing the same product. However, marketers do not spend much time making smart branding decisions. As a result, the product is not effectively communicated to the target market, resulting in low sales.
Could it be that such businesses or marketers lack the necessary money to invest in effective product packaging?
1.3 Study Purpose
The study sought to determine the impact of product packaging on Akara’s sales volume.
1.4 Objectives of the Study
This study was focused on the following objectives:
To identify the many types of product packaging employed by Akara as a commercial communication tool.
To identify the issues they experience when packaging their items in order to improve their business’s success.
To determine the relationship between product packaging and sales volume.
1.5 Research Questions.
This research was designed to answer the following research questions:
What types of product packaging does Akara use as a commercial communication vehicle?
What are the problems Akara has when it comes to product packaging in order to increase sales volume?
How does product packaging relate to Akara’s sales volume?
1.5 Significance of the Study
For starters, the study will help manufacturers understand that effective packaging and branding lead to high sales volume, positive corporate images, and consumer loyalty.
Second, it will help consumers understand that they have the right to well-packaged and branded products, allowing them to be more choosy when purchasing excellent products.
Third, it identifies the numerous brand name decisions that will be beneficial to different types of manufacturers.
Fourth, the study will add to the current body of knowledge in the fields of product packaging and branding.
Finally, it will help to give accurate information for future scholars on the subject.
1.6 Scope of the Study
Because the field of package design is large and diverse, as well as the time constraints imposed on this research, the study concentrated on evaluating package design in a particular organisation. Packaging plays a crucial role in the company’s products, resulting in major variations.
1.7 Overview of Methodology
One set of interview guides was utilised to collect information from respondents for the study. One hundred questions were created for male respondents, and another hundred for female respondents.
A focus group discussion was held for both male and female respondents. The secondary data was gathered from journals, publications, and unpublished theses. The acquired data was then analysed using the Special Package for Social Scientists (SPSS), which generated tables, charts, and graphs.
1.8 organisational structure of the Study
To meet the study’s objectives, it was separated into five chapters. The first chapter, an introduction, provided a brief overview of the study, focusing on packaging and branding. The chapter addressed the problem statement, the study’s significance and aims, research questions, methods, scope, and limitations.
Chapter two examined relevant literature to provide theoretical and empirical views on the investigation. The third chapter described the overall design of this study’s approach, as well as major analytical methods.
Chapter four included a full timeline of empirical findings for discussion and interpretation. Chapter five concluded by summarising the study’s findings, making recommendations, and drawing conclusions.
Need help with a related project topic or New topic? Send Us Your Topic