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PROJECT TOPIC: THE IMPORTANCE OF PACKAGING AS A PROMOTIONAL TOOL IN THE MARKETING OF CONSUMER DRINKS AND FOOD

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CHAPTER ONE

INTRODUCTION

1.1            BACKGROUND OF THE STUDY

In the contemporary marketing, packaging has become so important that it cannot be ignored buy marketers in management of product. Marketers now pay more attention to packaging because of its vital role in the management of a product.

A market can commit a great measure of resources to develop a product invest much  more into advertising campaign and other personal selling efforts used as the most acceptable pricing effort.

Yet may discover to his greatest surprise that the product is not acceptable to the target consumers after a close receiver of the cause of such development. The market might find out that he has either used the long package or ignorantly not given package its right place in the course of product planning.

Nowadays it is obvious that packaging is a significance define and companion in the competitive market place. The widespread use of self-services sealing, automatic vending machine and battle for space. The widespread use of self-services selling automatic vending.

Machine and battle for space in the shop makes packaging strategy indispensable. Most middlemen in the channel of distribution are financial to centre to producers that uses effectiveness packaging. Safety in packaging has become a promotion marketing and social issue in recent years.     

1.2            STATEMENT OF RESEARCH PROBLEM

It is noted that most marketing companies do not consider packaging as very important promotional tool when managing their product ingredients. As a result of these, it has become necessary to bring the knowledge of the marketers to the significance of packaging as promotional tool for the marketing of consumers goods must go into proper product planning in term of developing an effective packaging policies or strategies for their products. 

1.3            OBJECTIVE OF THE STUDY

The ultimate purpose of this study is to examine how good packaging service as a promotional tool in the solves and promotion of a company’s product, and to give a guide to manufacturer of consumable products about some things that they should put into consideration when they are developing a package for a product.  

1.4            RESEARCH QUESTION

For the purpose of this study, the following research questions have been designed to guide study;

1.                 Does the packaging of consumer goods effect its smooth marketing? 

2.                 Does packaging have any effect on the promotion in Cil Company Table Water.

3.                 Does the management of firms always consider the social responsibility of packaging a product?

4.                 Has the packaging of Cil Table Water received criticism from consumers?

The question will guide the researchers in the study of packaging as a promotional tool in the marketing of consumer goods.


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