CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND TO THE STUDY

In the Nigerian business environment, mostmanufactured or processed products are sold in packages. Few actual products seen, but the rest are packages of different sizes, colours and types. Packaging can be defined as the activities in product planning that involves thecan be shapes, general designing of a container or a wrapper for a product.

On the other hand, consumer behaviour can be defined as the way a consumer perceive, thinks or reacts towards purchases of goods or services, influenced by some factors that cannot be controlled by the market, but must be taken into account for consideration in marketing planningprocess. Thesefactors include cultural, social, personnel and psychological factors. The common packaging materials in Nigeria are cartons, plastics cans, bags, bottles, glass, etc. Each of these materials has remarkably appreciated in use because of the various roles they play in products promotion.

Packaging has two major functions, which are containment and promotion functions. Containment is essential in efficient physical distribution, while the promotional aspect of packaging aims to stimulate demand. Packagingis usuallymore critical element in convenience goods than for shopping or special goods.The importance of packaging varies with differences in buying behaviour of customers.

Self-service enhances the use of packaged products requirements e.g. frequent reseal and re-use, may make the package a major sales influencing factor. For some products such as cosmetics, larger beer, soft drinks, etc, packaging among others, may be more important than any other factor, due to high level of competition they (the products) face,in some cases, promotional tools e.g. electronic media (TV) may strongly influence package decision. As to this packaging has assumed a crucial role in stimulating purchases and most manufacturers have realized the importance of packaging as it affects consumer behaviour, that is the response of consumers to the package. The role of packaging as a promotional tool or communication means, is a vital part ina firm's product development strategy, as this research is set out to view.

There are many factors that account for the growing recognition of packaging, as an independent and potent selling tool.

a)     Self Service:Most products are sold on this basis duetothe increase in supermarkets and departmental shops. thepackaging must now perform many sales tasks It must attract attention, describe the products features; give the consumer confidence and make a favourable impression.

b)      Collective Markets:In Nigeria today, most of our goals are brought through this collective market, and they are designed and well positioned to be seen by the customers.

e)      Consumer Affluence:The rise in consumer affluence means that they are willing to pay a little more for the convenience appearance, dependability and prestige of better packaging.

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