Influence of Packaging on Consumer Purchase Behaviour.
The philosophy that marketing should begin and end with the customer is otherwise called marketing concept. The prior of the marketing concept is the consumers. Professional marketers have over the years been engaged in finding ways to serve the customers better the reason for the deliberate attempts at satisfying the customer or consumer continually is obvious. The goodwill or patronage of the customer is a valuable resource to marketers.
Marketing practitioners have propounded a number of theories and concepts in pursuance of the sole objective or satisfying customer need and wants At a profit. A number of empirical studies have also been conducted over the years for the same purpose has attracted our interest is on how packaging influences consumer purchase behaviour.
In recent times packaging has become a potent marketing tool. Packaging has to do with designing and producing the container or wrapper for a product.
Kolter (1999:224) views packaging as actually that part of product planning and development which is the design of a products container or wrapper whose purpose is to protect the product physically to enhance the product’s value to the consumer and to stimulate sales through emotional appeals to consumers. Well designed package, is a sine que non or indispensable for marketing success. An as such making packaging as one of the numerous marketing tools that are seen as a powerful instrument.
A part from its protective legal and Aesthetic value it is arguable that An inferior product packaged in an attractive and Eye-catching packet stands the chance of being picked up packaging planning and decision.
Packaging Account for up to 50% of the selling price of some products, such as cosmetics, soft Drinks, sachet water And bottled water. But packaging is much desirable because it adds to the value of a product. The appreciation of packaging in affluent societies (such as in the United Siaies of America and Europe) much higher than those of poor Nations (such as Africa countries). Growing Affluence is now making consumers in Nigeria to demand improved packaging for the goods they buy.
1.1.1 BRIEF HISTORY OF PATERSON
Pz industries is a leading manufacture and distributor of a variety of product especially soaps and other personal care items including shampor, baby powder, and the like. These are marketed under pz cusson’s flagship) imperial leather brand and others including original source and care. The company also manufactures refrigerators and other white goods, including freezers and Air conditioners) detergents and cleansers, fermine hygiene products, in (2003) Pz industries formed a joint venture with ineland’s Glanbia to supply evaporated milk and milk powder in Nigeria. The company also acquired U.K hair care brand Charles Worthington in 2005. although based in mauchester, Pz Cussons has long been controlled by the founding zochonis fairly, from —— and has carved a niche for itself by focusing an various markets in Africa, especially in Nigeria, Ghana Cameroon, and East Africa. The company’s African operations continued to represent some 26% of its annual sales. Europe, especially the United Kingdom is the group’s largest market at 43%, while the Asia Pacific region including Australia, Accounts for its African manufacturing sites, the company operates manufacturing plants in Thailand, Poland, Australia and Athens.
However, the ownership of the company was merged by two Paunlies George Paterson, originally from England, and George Zochuis from Greece hence, paterson and Zochonis (Pz).
1.2 STATEMENT OF PROBLEM
The study is out to evaluate the influence of packaging on consumers purchase behaviour. However, many problems impinge on effective marketing of a company’s product. One of these problems is inappropriate packaging or completely lack of packaging a product.
Therefore many products fail due to poor packaging while others especially consumer products produced by Pz flourish and perform very well as a result of adequate packaging. Consequent upon the non-challant of most of these producers whose products failed, they have therefore experience the following problem.
1. Their products are not accepted by consumers more frequently like they do to those produced by PZ due to poor packaging, thereby lowering their products ability to stimulate demand.
2. Consumer products manufactured by PZ protect contents effectively while those produced by ignorant firms leads to damages, pilferages and customer dissatisfaction.
3. That Pz is a market leader in cosmetics and other consumer products can as well be attributed to adequate packaging. Consequently the company continue to usurp larger market share hence keeps on eliminating these firms that cannot compete effectively with them from the market due to poor packaging programmes.
1.3 OBJECTIVE OF THE STUDY
Based on the problem discoursed, it is the major objective of this study to determine the influence of packaging on consumer’s purchase behaviour with special reference to Paterson Zochonis industries. In an attempt to actualize the broad objective, the following sub-objective evolved.
1. To determine whether poor packaging is the major cause of low demand of a product.
2. To know whether the success of pz to great extent depends on its packaging programmes over consumer goods.
3. To know whether increase in profit potential of Pz depends on patronages of actual and potential buyers who were influenced by packaging.
4. To determine whether Packaging Actually Stimulate Consumer Purchase.
5. To know whether a customer can still be satisfied over a well manufactured product with a poor packaging.
6. And finally to know whether gaining larger forget market by Pz depends on its packaging programmes.
1.4 STATEMENT OF HYPOTHESIS
The hypothesis formulated here are based on the problems and objective of the study.
Ho: Poor product patronages depend on poor packaging.
H1: poor products patronages depend on poor packaging.
Ho: A well developed product cannot as well give rise to a dissatisfied consumer if poorly package.
H1: A well developed product can as well give rise to a dissatisfied consumers, if poorly packaged.
Ho: Good packaging programme does not make a firm to win larger market share.
H1: Good packaging programme makes a firm to win larger market share.
Ho: Immediate purchase decision on consumer goods is not triggered by attractive packaging.
H1: Immediate purchase decision on consumer goods is triggered by attractive packaging.
1.5 SIGNIFICANCE OF THE STUDY
This study is not a mere academic exercise it will be of great benefit to the following;
Firstly, the management of Paterson Zochonis Pz Company Plc will benefit immensely from this study.
This because it will uncover some of the requirements for efficient and effective packaging which will enable the Company to attract consumers to purchase its products at a profit.
Secondly, the study will be of great benefit to industries and the Nigerian economy. This stems from the fact that good packaging helps companies to gain advantage over competitors.
Thirdly, the study will be of immense benefit to customers of Pz product as adequate measures that will be recommended, will go a long way to boost the satisfaction and value delivery ability of Paterson Zochoris above all the study will not only be of benefit to the researcher but also the readers, as adequate knowledge and understanding will be gained from the information contained in the study.
1.6 SCOPE OF THE STUDY
This study is limited to the Paterson Zochonis (Pz) PLC operation within the Enugu metropolis of Enugu state of Nigeria.
The scope on the influence of packaging on consumer purchasing behaviour.
1.7 DEFINITION OF TERMS
The following terminologies are hereby operationally defined as they are used in this study for a better reading, and general comprehension of this research report.
Packaging: This is the process of putting a generic product into a wrapper or container with a view to making it more attractive better protected and easily portable.
(Onah and Thomas 2004:274)
Product: product is anything that can be offered to a market for attention acquisition or consumption.
It indicates physical object (eg cars) services clecturing entertainment) personalities places organisation and ideas (Umeh and Ude Umanta 2002:79)
Industry: Industry according to oxford dictionary (1996:411) is the whole firms dealing in the same kind of product.
Consumer: Is the end riser of a given product or service (Esu 2003:46)
Promotion: All persuasive communication efforts claimed at generating sales or building a favourable attitude for an organizations product or service and the organization itself (kotler 1998:368).
Communication tools: This consist of six promotional influence favourable responses and stimulate profitable sales in the market place (Ebue 2000:9).
Target market: This is the most viable and attractive segment of the market who the marketer wants to offer satisfaction to, through his or her product. In nutshell, it is the segment of market which a marketer intends to serve through product offerings (Olakunori 2003:171).
Influence of Packaging on Consumer Purchase Behaviour