CHAPTER ONE

1.0      Introduction

The concept of packaging describes the overall presentation of a product or services to the consumers and the manufacturers respectively in a form that will protect, preserve, promote, measure and describe the content of the pack.

Packaging is the first contact a consumer has with the product, so it is therefore of prime importance that materials are utilized to achieve the basic function of packaging.

This study will investigate how companies determine its packaging process and also focus on the reaction of consumers towards packaging, and know what motivate them most in a product.

Today, manufacturers and markets have come to the conclusion that the packaging of product needs to be efficiently and effectively conducted so as to generally accepted. It is therefore not surprising, the extent to which manufacturers go in ensuring that they appeal to the consumers taste.

The essay will go on to know how new product packaging systems are developed. It will enable us to know the importance of both the consumers and the manufacturers. In addition, it will also look at the techniques used by manufacturers in order to se the best standard.

However, packaging can also play a major or minor role in the marketing of a product, which is why various markets have called for the inclusion of packaging among the 4 Ps of marketing. More marketers however, treat packaging as an element of product strategy.

1.1      OBJECTIVES OF THE ESSAY

The main objective of the essay is to examine the development and functions of packaging in the marketing of consumer products. Other specific objectives include:

a.                 To examine how consumers react to the packaging of products in the market.

b.                 To find out the actual function of packaging in the life of a product to the consumers.

c.                  To examine the effect of packaging in the process of marketing the consumer products.

d.                 To prepare recommendations and suggestions for the improvement of packaging in different companies.

1.2      SIGNIFICANCE OF THE ESSAY

            This essay will be of significance to the following:

1.                 Organizations: It will enable various organizations to identify certain weaknesses and also reveal corresponding strengths involved in the process of packaging which may assist companies improve the quality of their packaging in order to derive the best result for packaging their products. It will also guide the companies on how to increase their productivity through proper packaging of products and how problems relating to packaging may be apprehended and arrested so that other organizations, companies and firms may view, emulate and also make provision for similar contingencies that may arise in future.

2.                 Individuals: This essay will also expose individuals to the importance and relevance of packaging in the life of a product.

3.                 Students: The essay will equally serve as a reference tool for further researches.

1.3      SCOPE AND LIMITATIONS OF THE ESSAY

Packaging plays an integral part in the life of a product; its function and development assist in the marketing of a product to the consumers.

In view of this, the essay focuses on the development and function of packaging in the marketing of consumers’ products.

However, the following are some of the limitations of the essay:

i)                   Time Constraints: The essay should have covered a wider scope than the aforementioned scope but due to time constraints, it was limited to the areas mentioned.

ii)                 Insufficient Fund: Money plays a vital role in carrying out research work of this nature, so due to poor finance, the researcher was constrained in undertaking an elaborate research.

iii)               Inadequate Materials: The poor supply of substantial and adequate materials needed in carrying out a more detailed research work was another factor that has limited scope of the essay.

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