A STUDY ON THE IMPORTANCE OF BRANDING AND PACKAGING ON MARKETING PRODUCTIVITY OF LOCALLY MADE PRODUCTS

A STUDY ON THE IMPORTANCE OF BRANDING AND PACKAGING ON MARKETING PRODUCTIVITY OF LOCALLY MADE PRODUCTS

ABSTRACT                                                      

This study sought to determine the effects of packaging and branding on marketing productivity of Local made products with kingmos paints Ltd, Uyo take as the   focal point of study. A descriptive research was conducted and a judgmental sampling technique was used to select   thirty (30)  staff of the company. However, only twenty-six (26) responded to the questionnaire Research question were asked to guide the study. The instrument   for the study was the questionnaire.  Data collected were analyzed by used of descriptive statistics- frequencies and simple percentages. The finding of the study revealed that the firm under   study adopted the manufacture brand name for its products that it branded its product to serve as basis for advertising  furthermore; it  revealed that  effective package prevents chemical change of the  product. It was also revealed that packaging and branding has the selects of sales increase and increasing profits.  The paper provided recommendations that companies need to have good brand name for their products by employing brands managers, and that packaging technologists should be engaged in making packaging decisions. Also, it was recommended that more funds and time should be devoted by firms for packaging and branding.

CHAPTER ONE                                                  

INTRODUCTION

1.1 Background of the study

From time immemorial, the function of marketers has been product development to ultimate consumption by consumers. For this function to be carried out effectively, Integrated marketing is usually used. And this calls for the contribution of all those functions in the organization whose contributions are essential in marketing effort to satisfy the consumer Ibekwe (1984).

Consumer satisfaction as well as satisfaction of organization goals are two issues in the marketing concept that cannot be treated in isolation. The activities of the firm should be  mutually beneficial to the consumer and the firm. The consumer has total  freedom of choice and cannot be forced to buy a product whose price is excessive. The firm also has choice. It is not oblige to  produce goods that cost more than the consumer can pay. It is only satisfying consumer that long run profit can be achieved.  And consumers are satisfied when they’ve received adequate value for  their money Ibekwe, (1984).

Consumers, in the present day when deciding to purchase any product, consider the brand name of the product, and the type of package that encloses the product. This is   because both concepts add value to the product and the satisfaction derived from consumers when using the product. As result of these facts manufacturing firms, pay more attention to the key area of branding and packaging of their momentous product, Kotter  (2001).

A product could be conceived as consisting of the generic form and the augmented form. The generic product refers to the basic object or service that is offered to the target market. The augmented product consists of the generic product plus solicited and unsolicited extras. It is packaging and brand name that constitute two of these extras. Giles (1978) stated that whereas packaging refers to the covering for a product. Branding consists  to everything intended to identify a product and distinguish it from those of competitors.

Solicited and unsolicited extra are target producing cognitive consonance, that is positive post purchasing  feeling, a felling of dissatisfaction while cognitive consonance may lead to repeat, cognitive dissonance may lead to the consumers rejecting the products in the future . A good marketer strives to generate respect buys and so deliver not only the generic product but product augmenting. Extras (good packaging buys for products and good branding strategy) that assure full satisfaction to consumers.

On the part of the marketer or firm,  not  only does the firm record high sales volume as a result of effective packaging and branding of his product, he also earns a good corporate image from the target market or consumer that purchase his well packaged, branded and labeled products.

Therefore, this study seeks to find out the effects of packaging and branding of marketing  productivity of locally made product; A  case study of kingmos Ltd  Uyo.

1.1 STATEMENT OF THE PROBLEMS

This study intends to find out the effects of packaging and branding  on marketing productivity of locally made product with kingmos paint Lid. Being out local point study.

It is generally known by marketers that the nature of a  product affect consumers behavior toward it.  A product that is not well packaged and branded is not usually purchased by  consumers. In this, many firms pay little attention to the areas of packaging and branding of their products. Most products are poorly packaged and as a result, they record low sales volumes, which may not even lead to break-even point on the  part of the producing firms. Hence, losses may occur.

Further more, the kind of brand names used for a product by a marketer also has to be one that can overshadow those of competitors producing the same product. However, marketers do not take much time to make good branding decision. As a result of this, thee product is not well communicated to the target market, hence low sales results.

Could it be that such firms or marketers do not have adequate capital to embark upon good packaging for their products?

1.2 OBJECTIVE OF THE STUDY

       The objectives of this study are the following:

1. To examine the scope of packaging and branding of product.
2. To discover out reasons why firms package and brand their        products.
3. To find out the effects of packaging and branding on firm’s marketing productivity.
4. To identify the factors that has contributed to packaging growing use as a marketing tool.

5. To find out the relationship existing between branding of products and the creation of corporation images.

1.3  SIGNIFICANCE OF THE STUDY

Firstly, the study will be useful to manufactures in knowing that good packaging and branding lead to both high sales volume and creates good corporate images and identified through  repeated buying by consumers.

Secondly, it will be useful to consumers in knowing that they have the right to well packaged and branded products so as to be selective in buying quality products.

Thirdly, it pinpoints the various brand name decisions that will be useful to various categories of manufacturers.

Fourthly, the study will contribute to the existing wealth of knowledge in the areas of product packaging and branding.

Finally, it will help to provide valid information for future researchers on the topic.

1.4  RESEARCH QUESTION

For the purpose of this study, the following research questions are being asked:

1. What type of brand name strategy dose Kingmos paint Ltd adopt for its products?
2. What is the major reason for the firm’s branding of its products?
3. Why does the firm package its products in his present day?
4. What effect does packaging and branding have on the marketing productivity of the firm’s products?
5. What problems are encountered by the firm in making branding and packaging decision for its products?

1.5  LIMITATIONS OF THE STUDY

              The researcher in carrying out the study, was faced with many limitations, which included:

1. Financial constraint
2. Limitation of time
3. Physical capacity of the researcher, and
4. The non-cooperative attitude of some of the scope of the study

1.6  DELIMITATION OF THE STUDY 

The study was delimited to

1. The staff of the production and marketing departments of kingmos paints ltd.
2. five (5) variable as listed in the  research questions
3. The use of questionnaire as the instrument for data collection.
4. The use of descriptive
5. twenty- six respondent
6. The used of survey design in conducting the research.

1.7  DEFINTIONS OF TERMS

              For ease of comprehension of the study, it is necessary for the following terms to be defined;

1. ADVERTISING: Advertising refers to a primary test in the marketing decision variable of firms used to inform, persuaded and educate the consumers about product offerings by and identified. Sponsor with a view to developing consumer preference for the products. Burnet (1984).
2. BRAND EQUITY: Brand quiets refers to the degree of brand name recognition, perceived brand quality, strong  mental and emotional and associations, and other assets such as patents, trade marks, and channels relationships (Aaker,1995:316).
3. BRAND LOYALTY: Brand loyally  means the level of  trust and faith that   consumers have for a particular product as a result of satisfaction they derive form consuming it kapferer (1992).
4. COPORATE IMAGE: Corporate image is the way the public perceived the company  or its product, either  in a positive way or a negative way due  to the activities of the company towards  its consumers kother (2007).
5. PRODUCT: A product is a complex of tangible and intangible attitudes, which the buyer many accept as offering satisfaction Ibekwe, 1984).
6. PROMOTION: promotion encompasses all communication efforts aimed at generation sales or services and the organization itself Kotler (2001).
7. TARGET MARKET: The target market refers to the particular  group of consumers that a market   intends to make sales  of his product to Rewoeldt etal (1985).