THE EFFECT OF PRODUCT RE-PACKAGING ON THE SALES

THE EFFECT OF PRODUCT RE-PACKAGING ON THE SALES REVENUE OF COMPANIES (A CASE STUDY OF NESTLE NIGERIA PLC)

ABSTRACT

Product packaging is an important part of product development and planning which relate to the design of a products container or wrapper, whose purpose is both to protect the item and to enhance its value to the customer. the research stated the problems associated with the topic under study, which include the inability of management to take advantage of numerous benefits derivable from re-packaging their products, as at when due. Another problems the nation managers have that customer will always patronize their products since the product is in short supply or the quality is high enough to sell itself. Under research methodology, the researcher employed the used of simple random technique, which will give the respondent equal chance of being selected. The population of the study was taken for an in-depth study which is Milo drink product by nestle Nigeria Plc of which 30 consumer were selected at Aba for the sample size Data where collection using the necessary instrument. in analysis the data, person product moment correlation was used to measure the degree of association or relationship that exist among economic variables percentage and chi-square was also employed in analyzing data. The following findings were made after analyzing the data which include to establish a very strong relationship between a firm re-packaged product and consumer preference of the same product using percentage and chi-square. The study was also able to establish a strong positive correlation between re-packaging of a product and the sales of revenue derivable from such as product. the study also found out that most consumers increase their consumption of product in response to a well packaged product which 68% of the consumers affirmed to by saying that they will buy more of the product is re-packaged. Finally, the following recommendation were made by the researcher forms should wait their product starts experiencing declining sales before embarking on re-packaging. And also firm should recruit qualified and will experienced staff are knowledgeable in packaging techniques.

TABLE OF CONTENT

Title Page = = = = = = = = = i

Certification = = = = = = = = ii

Dedication = = = = = = = = iii

Acknowledgement = = = = = = = iv

Abstract = = = = = = = = v

Table of Content = = = = = = = vi

Chapter One

Introduction = = = = = = = 1-3

1.1 Background of the Study = = = = = 4-5

1.2 Statement of the Problem = = = = 6

1.3 Objectives of the Study = = = = = 7

1.4 Research Questions = = = = = = 8

1.5 Significant of the Study = = = = = 9

1.6 Scope of the Study = = = = = = 10

1.7 Limitation of the Study = = = = = 11

1.8 Definition of Terms = = = = = = 12-13

Chapter Two

2.0 Literature review = = = = = = 14

2.1 Introduction = = = = = = = 14

2.3 Packaging as Part of marketing mix = = = 15

2.4 Packaging as Part of marketing Strategy = = 16

2.5 Promotional Function of Packages = = = 17-19

2.6 Customer Purchase Appeal = = = = 20-21

2.7 Physical distribution Requirement = = =

off packages = = = = = = = 22

2.8 Evaluation of The packages = = = = 23

2.9 The product Package Motivation = = = 24-25

2.10 Re- packaging Polices and strategies = = 26-28

References = = = = = = = 29

Chapter Three

Research Design and Methodology = = = 30

3.1 Introduction = = = = = = = 30

3.2 Research Design = = = = = = 31

3.3 Sources/Methods of Data Collection = = = 32-33

3.4 Population and Sample Size = = = = 34

3.5 Sampling Techniques = = = = = 35

3.6 Validity and Reliability of Measuring Instruments 36

3.7 Method of Data Analysis = = = = = 37

Chapter Four

4.0 Presentation and Analysis of Data = = = 38

4.1 Introduction = = = = = = = 38

4.2 Presentation of Data = = = = = 38

4.3 Analysis of Data = = = = = = 39-48

4.4 Interpretation of Result = = = = = 49

Chapter Five

5.0 Summary, Conclusion and Recommendation = 50

5.1 Introduction = = = = = = = 50

5.2 Summary of Findings = = = = = 50-54

5.3 Conclusion = = = = = = = 55

5.4 Recommendation = = = = = = 56-58

References = = = = = = 59

Appendix = = = = = = = = 60

Appendix III = = = = = = = 61-63

CHAPTER ONE

1.0 INTRODUCTION

GENERAL DESCRIPTION OF THE STUDY

Packaging is that part of product and development which relates to the design of the item and to enhance its value to the customer. It is an important part of a product planning and development and therefore important in the total marketing strategy. Packaging involves the activities of designing and producing the container or wrapper for a product (Kotler, 1984 page 400). The origin of packaging is as old as man kind. Human beings have always had need to protect and store their values. The early men used such crude packaging materials as animal skin, animal bladder hallow tree truck and leaves. Some of these early method to wrap such product as moi-moi. Some of them have undergone some transformation as a result of the industrial revolution. for example, cell phone or waterproof has replaced animal skin and bladder.

Modern packaging designing are a sophisticated of marketing, design theory and even research into an aesthetically pleasing packaging. The packaging is an integral part of the product in the most favorable way. It therefore serves dual purpose of being a container or wrapper (protector) and being a promotional to packaging serves as a sales appeal, motivates customers and product differentiation it gives utility or convenience in time and place, and enables consumers and distributors to identify a product and its manufacturers (Kalu 2002, page 104).

In vast number of consumer goods, packaging is critically important to the buyer’s recognition of the product and subsequent purchasing. Most buying decision is based in the packaging, especially for new product and for customers that do not already have particular brand in mind before entering a supermarket. Both the seller and buyer benefit from packaging for the seller, it permits the protection of the product more efficient physical distribution, promotion of the product ultimately higher sales and profits the buyer gain similarly. It enhance the product and sometime provides storage for the product when not in use. It also helps the customers to recognize the product, provide information concerning its use and help keep it fresh and undamaged until it is needed. Furthermore, packaging reduces unit cost and promotes dealer acceptance, introduces product to adapt to new firms and uses. It helps customers make better and more require use of product and thereby increase the firms turnover and sales profit. (kalu 2002, page 105).

Re-packaging is the strategy of retaining the back product already known to consumers while changing its package design shape or size. This has the effect of revitalizing a product image. Customers now see the re-package of product as a new and improved version of the old one. To this end, re-packaging as a selling strategy could have a positive effect on the sales volume and revenue of a firm. This is why in some instances packaging and re-packaging is the most important aspect of a firms marketing program (Ogbechie 1989, page 15) The greatest merit of this strategy is that all user of the product will be happier with the product while many users, draw from competitors, product will be more willing to try the re-packaging product.

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