RELEVANCE OF PACKAGING AND BRANDING ON MARKETING PRODUCTIVITY OF LOCALLY MADE PRODUCTS
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RELEVANCE OF PACKAGING AND BRANDING ON MARKETING PRODUCTIVITY OF LOCALLY MADE PRODUCTS
ABSTRACT
The purpose of this study was to assess the effects of packaging and branding on the marketing productivity of locally created products, with Kingmos Paints Ltd in Uyo serving as the focal point. A descriptive study was undertaken, and a judgmental selection technique was employed to pick thirty (30) employees from the organisation.
However, only twenty-six (26) answered the questionnaire. Research questions were posed to lead the investigation. The study’s instrument was a questionnaire. The acquired data was analysed using descriptive statistics, specifically frequencies and simple percentages.
The study’s findings revealed that the firm under examination used the manufacturer’s brand name for its products, which it branded to serve as the foundation for promotion. It also revealed that an effective package inhibits chemical modification of the product.
It was also discovered that packaging and branding increases sales and profitability. The study recommended that corporations hire brand managers to ensure a strong brand identity for their products,
and that packaging technologists be involved in packaging decisions. It was also recommended that corporations dedicate more dollars and time to packaging and branding.
1.1 Statement of the Problems
The purpose of this study is to determine the impacts of packaging and branding on the marketing productivity of 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 are unlikely to purchase a product that is poorly packed or 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 of this, 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?
1.2 GOAL OF THE STUDY
The study’s aims are as follows:
1. Examine the scope of product packaging and branding. 2. Determine the reasons why firms package and brand their products.
3. Determine the impact of packaging and branding on the firm’s marketing productivity.
4. Identify the reasons that have contributed to packaging’s increased use as a marketing strategy.
5. Determine the relationship between product branding and the building of corporate image.
1.3 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.
1.4 RESEARCH QUESTION.
For the goal of this study, the following research questions are asked:
What brand name approach does Peacock Paint Ltd use for its products?
What is the main purpose for the company branding its products?
Why does the corporation package its items in the present day?
What impact do packaging and branding have on the marketing productivity of the company’s products?
What problems does the company face when making branding and packaging decisions for its products?
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