A STUDY ON THE IMPORTANCE OF BRANDING AND PACKAGING ON MARKETING PRODUCTIVITY OF LOCALLY MADE PRODUCTS (A CASE STUDY OF KINGMOS PAINT LTD)
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.
1.O BACKGROUND OF STUDY
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 consumes. In this many firms pay little attention to the areas of packaging and branding of their products. Most products are poorly packaged and as ad result of this, 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 market 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 fine out reasons why firm 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 identifies through repeated buys by consumers.
Secondly, it will be useful to consumers in knowing that they have the right to well package 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 manufactures.
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 eon the topic.
1.4 RESEARCH QUESTION
For the purpose of this study, the following research question are being asked: