ANALYSIS OF PACKAGING AS A PROMO TOOL IN THE MARKETING OF PRODUCT.
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ANALYSIS OF PACKAGING AS A PROMO TOOL IN THE MARKETING OF PRODUCT.
Chapter One: Introduction
1.1 Background of the Study
One of the primary foundations of marketing is the providing of goods and services to meet the requirements and desires of the consumer while profiting the organisation.
Thus, the focus of marketing is on providing a product to satisfy the consumer or customer, making production a crucial marketing strategy. Although the world of marketing today is one of unparalleled competition in which businesses with goods and services must work extra hard to survive, such businesses must employ a sound marketing mix in order to compete favourably.
The basic marketing mix consists of product development and product mix. The product mix, also known as the product component, is not complete without packaging.
Packaging is important in the preservation, presentation, and promotion of consumer goods all over the world. It is also durable, eliminates damage and loss to goods-in-transit, aids in storage, and inhibits theft.
Traditionally, packaging has been considered as a very practical method of securing physical items while they move through the distribution channel or methods.
However, packaging in underdeveloped countries may appear out of place, given that market women and traders continue to wrap their products in banana leaves, discarded newspaper, and green leaves.
Despite these conventional methods of packaging, the demand for packaging is rapidly increasing and cannot be overstated. Recently, marketers have become aware that packaging plays a crucial role in the choice to purchase a product.
The manufacturer’s traditional stance, reflected in the focus placed on packaging, is that it is only intended to protect the goods. It can currently be found in the majority of supermarkets. Various vivid and indigenous packages are employed, particularly when the products compete for attention.
The purpose of this research or study is to look into how packaging is used as a promotional technique in product marketing. It also seeks to determine the extent to which packaging influences behaviour.
1.2 Statement of the Problem
Such issues linked with packaging as a promotional strategy in the marketing of products in the petals company include:
The petals company is faced with the challenge of determining whether packaging is an effective promotional tool; whether it influences consumer purchasing decisions and habits.
The corporation struggled to position their product’s distinctive or distinguishing attribute in the minds of consumers or customers.
Whether it projects the company’s image (e.g. packaging).
Another issue that the flowers firm is currently facing is whether the packaging or package of a product is one of the determinants of the seller of their items.
1.3 The Study’s Purpose and Objectives
The primary goal of this study is to critically assess the areas of concern and explore appropriate solutions.
It is vital to find out.
The impact of a modification in a product’s packaging.
The investigations will determine, among other things, if packaging has a positive impact on consumer purchasing habits and decisions.
To determine the extent to which producers consider packaging when making product decisions.
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