THE INFLUENCE OF PACKAGING AS A PROMOTIONAL TOOL IN THE DETERGENT INDUSTRY (A CASE STUDY OF PZ CUSSONS PLC ABA)

CHAPTER ONE

• INTRODUCTION:

Packaging can said to be the material used to wrap or protect goods, so packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sales and use.

PACKAGING BENEFITS EXPENSES:

During the mid-1900, several influences contributed to turn packaging into an integral. Furthermore, marketers began to view packaging as a tool to exploit detergent containers. Companies have substantially reduced the packaging cost

PROMOTIONAL TOOLS:

Has not only lured customers to your safe, but it has also brought about where you can gauge trends and determine their views on the industry. So therefore production packaging from the end of the promotion chain and it close in time for the actual purchase.

Production package forms the end of the promotional chain and it close in time; it is an expanding powerful and unique tool in the modern marketing environment. Packaging influence consumer to buy a particular brand in our study.

1.1. BACKGROUND OF THE STUDY:

In the past, the management of different organizations has considered packaging significant only for the products, thereby learning the responsibility of packaging to the version manufacturing departments. However, a marketing manager regards package as the source of supplementary promotion to his brands.

It attracts the customers thereby enabling the customers to carry out a purchase without difficulties.

In modern economy, a well improved packaging is done to attract buyer who need information about the product. The Nigeria market has been described as seller’s markets goods are relatively scarce and consumers are only anxious and willing to buy whatever product is made available at price they can afford. There is little completion in the market and therefore, the customers have the limited choice to produce variety and quality for most emphasis in promotional function of the package.

In spite of his general lack of market orientation in the marketing of most consumers’ goods, the detergent industry is highly competitive. The intensity of competition is great in the area of product development, packaging design and market generation.

Today, manufacturers lay much emphasis on packaging design because the presence of good product package in sell service store can induce consumers to make purchase.

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