ABSTRACT
This research study as on the impact of modern packaging on product sales in the cosmetic industries a study of PZ Industries PLC Enugu metropolis. To carry out the research work, some of the following objective were set out: The local manufacturers considers product packaging as an important marketing valuable. To know how modern design product packaging can be used to attract consumers to know how modern design product packaging can be used to achieve the overall marketing objective in PZ industries PLC in Enugu metropolis. Review of related literature was do population of the study comprises the relevant staff and management, distribute and final consumer of PZ Industries PLC in Enugu metropolis. The sample size for distributors and final consumer were determined using top-men’s formular, while census was used for relevant staff and management. The research instrument used in collecting data was questionnaire statistical tables and percentages was used to analyses data collected, which chi-square was used to test the hypotheses formulated. Data analyzed and interpreted gave the following findings that modern designed product packaging creates awareness of the products in Enugu metropolis that modern describe product packaging attracts consumers to purchase and repeat purchase. That if equally leads to increase sales volume and help in achieving the overall marketing objective. Based on the findings the researcher recommends as follows. That the manufacturers of cosmetic products including PZ industries PLC should appreciate the function of packaging not only as a product development instrument more importantly a promotional tool. PZ plc should per adequate attention to packaging and embark on research and development on packaging to ensure that their packaging are develop alongside the trend in packaging are silent salesmen which the cosmetic industries including PZ plc mistake adequate care of an implement the recommendation of the researcher carefree, for attainment of the overall marketing objective in PZ and in cosmetics industries in general.
TABLE OF CONTENTS
Title page =========i
Approval page ==========ii
Dedication =========iii
Acknowledgement========iv
Abstract ==========v
Table of contents========vi
CHAPTER ONE
INTRODUCTION
Background of the study====== 1
Statement of the problem =====5
Objectives of the study ======7
Research question=======8
Formulation of Hypothesis =====9
Significance of the study ======11
Scope of the study =======12
Definition of Terms =======12
CHAPTER TWO
LITERATURE REVIEW
Over view of marketing======14
The marketing mix=======16
The promotion mix=======19
What is sales promotion======23
Nature of sales promotion=====24
Developing sales promotion programme===31
Measuring of sales promotion=====33
Sales promotion objectives=====36
The role of sales promotion in marketing ==38
Demerits of sales promotion=====39
The role of packaging in marketing ====39
Considerations in packaging design ===44
CHAPTER THREE
RESEARCH METHODOLOGY
Area of study========48
Population of the study =======49
Sample size determination =====49
Sampling method =======51
Sampling Techniques======52
Instrument for Data Collection ====53
Validation of Instrument ======55
Reliability of Instrument ======55
Method of Data Collection =====55
Method of Data Analysis======56
CHAPTER FOUR
ANALYSIS AND INTERPRETATION OF DATA
Presentation and Analysis of Data ====57
Test of Hypothesis =======70
CHAPTER FIVE
DISCUSSION OF FINDINGS, RECOMMENDATIONS AND CONCLUSION
Summary finding======85
Recommendations ======88
Suggestion for further research ===89
Limitations of the study=====90
References
Appendix