THE INFLUENCE OF PACKAGING ON THE MARKETING PERFORMANCE OF COSMETICS GOODS  MANUFACTURERS

THE INFLUENCE OF PACKAGING ON THE MARKETING PERFORMANCE OF COSMETICS GOODS  MANUFACTURERS IN ABIA STATE

ABSTRACT

The topic of this research work is the influence of packaging on the marketing performance of cosmetic goods manufacturers Aba, Abia State was carried out to investigate the influence of packaging on marketing performance of cosmetic goods. To achieve the purpose of this study, the quasi-experimental research design was adopted to study three selected forms of cosmetic goods manufacturers. The primary data was collected from the respondents using the questionnaire. After a critical analysis of the data collected, the hypothesis were tested using analysis of variance (ANOVA) with the aid of statistical product and service solution (SPSS) packaging and the following findings were realized: There is a relationship between product packaging and the marketing performance of cosmetic goods manufacturers, moderating factors do regulate the relationship between packaging and marketing performance of business firm, based on these findings the following were recommended: packaging should be looked upon as a profit builder or sales innovator rather than as a cost cutting tool or a production problem.

Again,  cosmetics manufacturers should liase with use  of their products package so as to enable them know when there is need for improvement.

Table of content

Title page-      –      –      –      –      –      –      –      –      -i

Approval page –      –      –      –      –      –      –      –      -ii

Dedication-     –      –      –      –      –      –      –      –      -iii

Acknowledgement- –      –      –      –      –      –      –      -iv

Abstract- –      –      –      –      –      –      –      –      –      -v

Table of content-    –      –      –      –      –      –      –      -vi

Chapter one

1.0  Introduction-  –      –      –      –      –      –      –      –

1.1  Background of the study-      –      –      –      –      –      –

1.2  Statement of the problem-    –      –      –      –      –

1.3  Objectives of the study- –      –      –      –      –      –

1.4  Research Questions-      –      –      –      –      –      –

1.5  Statement of Hypothesis-      –      –      –      –      –

1.6  Significance of the study-      –      –      –      –      –      –

1.7  Scope of the study-       –      –      –      –      –      –      –

1.8  Limitation of the study-  –      –      –      –      –      –

1.9  Definition of Terms-       –      –      –      –      –      –      –

Chapter two

2.0  Literature Review-  –      –      –      –      –      –      –

2.1 Introduction – –      –      –      –      –      –      –      –

2.2  The Concept of packaging-    –      –      –      –      –

2.3 Importance of packaging as a marketing tool-     –      –

2.4 Basic packaging functions-      –      –      –      –      –      –

2.4.1 The promotional functions-  –      –      –      –      –

2.4.2 The Protective functions-     –      –      –      –      –

2.4.3 The distributors requirements-     –      –      –      –

2.4.4 Consumer requirements-      –      –      –      –      –

2.4.5 The Legal Requirements –     –      –      –      –      –

2.5  Problems of Packaging– –      –      –      –      –      –

2.6  Criticism of packaging-   –      –      –      –      –      –

Reference

Chapter three

3.0  Research methodology-  –      –      –      –      –      –

3.1  Introduction-  –      –      –      –      –      –      –      –

3.2  Research design-    –      –      –      –      –      –      –

3.3  Sources/Methods of data collection-     –      –      –

3.4  Population and sample size-   –      –      –      –      –

3.5  Sample techniques- –      –      –      –      –      –      –

3.6  Validity and reliability of measuring instrument-   –

3.7  Method of data Analysis

Chapter four

4.0  Presentation and Analysis of data

4.1  Introduction-  –      –      –      –      –      –      –      –

4.2  Presentation of data-     –      –      –      –      –      –

4.3 Analysis of data-      –      –      –      –      –      –      –

4.4 Test of hypothesis-  –      –      –      –      –      –      –

4.5  Interpretation of Result (s)-   –      –      –      –      –

Chapter five

5.0  Summary, conclusion and recommendation –       –      –

5.1  introduction –  –      –      –      –      –      –      –      –

5.2  Summary of findings-    –      –      –      –      –      –

5.3  Conclusion-     –      –      –      –      –      –      –      –

5.4  recommendations-  –      –      –      –      –      –      –

References-    –      –      –      –      –      –      –      –      –

Appendix (ces)

CHAPTER ONE

1.0  INTRODUCTION

Historically, management has considered packaging significantly only for the purpose of containing the product and had assigned the sole responsibility of packaging to the production department. However, modern managers regard packaging as a supplementary, promotional tool for their product. It has been  shown that in self service stores, it is packaging that does the selling. No wonder it is after regarded as the silent salesman.

Packaging involves enclosing merchandize container for marketing display, sanitation, convenient in handling and use safety and preservation. Sincelites when industry has grown steadly with period of  rapid expansion occurring intermittently. The major revolution merchandizing era when mass-production teaching we were inaugurated and individual sealed packages replaced bulk merchandise.

The most commonly used packaging materials includes: corks, asbestos, robber, plastics, paper and several types of strong materials such as lead and glass. Packaging has gone all the way back to the dawn of history when primitives’ societies carry berries (fruits) and other goods from the forest to the case using animal skin, grass on thatch baskets, palm frosts, etc. as containers for centuries packaging primary role was to hold, protect and transport goods from the manufacturers to the users of industrial goods. A packaging therefore keeps a product intact and available to the final users in its original states. Protecting the quality of the product from physical damage which was the traditional purpose (Stanton 1981).

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THE INFLUENCE OF PACKAGING ON THE MARKETING PERFORMANCE OF COSMETICS GOODS  MANUFACTURERS IN ABIA STATE