INFLUENCE OF PACKAGING ON THE PATRONAGE OF INDOMIE AND SPAGHETTI

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

Packaging of product is a very important strategy to glamorize production in order to attract consumers attention. There is growing consensus among researchers and practitioners in the field of marketing and business, that packaging plays a pivotal role in the success or failure of sale of any product in the highly competitive market (Mohebbi,2014).This shows that in the contemporary global competitive market,attractive new customers expanding the market, while maintaining the existing one, has become issue of concern among various companies operating in the same market for these reason,necessity is placed on those companies, especially companies that are producing similar products, to device means of marking their product distinct from their competitors operating in the same market environment. In real life, customer may not have pre knowledge about products before entering into a store, hence, the intention to purchase will be mostly influenced by what in communicated at the point of purchase. Therefore, package becomes an essential factor for such customer to take a decision. Packaging passes a lot of information about products to the target market which they may perceive either positively or negatively. Thus packaging has power on product.   

1.2     STATEMENT OF THE PROBLEM

Numerous studies in the past have contributed to the theoretical and practical knowledge on packaging, which demonstrated that products packaging plays a significant role in marketing of goods and services from all sectors of productive economy, yet quite a number of consumer

Goods manufacturers have shown less concern to packaging their products effectively, packaging of products is of immense value to manufactures of consumer goods. In the Akanu Ibiam Federal Polytechnic Unwana as a community of educated and knowledgeable people, students values hygiene of products,security of products, information products passes and its attractiveness but many producers and sellers don’t put cleanliness into consideration. Some sellers sell food outside a shop located very close to dustbin or toilet, some in a dirt shop, and some sellers themselves appear dirty.Many consumer goods in the Akanu Ibiam Federal Polytechnic Unwana do not have package. Sellers or buyers can have direct hand contact with such products itself, which is not hygienic. Some other once have package but do not have adequate information provided for appropriate use, thereby leads to abuse of some number to ensure the standard of the product. Furthermore,some packaged products are not of standard that most sellers repackaged inferior package with superior package to sell at higher prices. However, it is obvious that some productsIn the AkanuIbiam Federal Polytechnic Unwana as a community of educated and knowledgeable people, students values hygiene of products, security, information products passes and its attractiveness but many producers and sellers don’t put cleanliness into consideration. Some sellers sell food outside a shop located very close to dustbin or toilet, some in a dirty shop and some sellers themselves appear dirty. Many consumer goods in the Akanu Ibiam Federal Polytechnic Unwana do not have package. Sellers or buyers can have direct hand contact with such products itself, which is not hygienic. Some other ones have package but do not have adequate information provided for appropriate use, thereby leads to abuse of some product and some do not have NAFDAC number to ensure the standard of the product. Furthermore, the standard of the product are not of standard, that most sellers repackage inferior product with superior package to sell at high prices. However, it is obvious that some products in the Akanu Ibiam Federal Polytechnic Unwana community targeting students are not well packaged to be hygienic.

1.3 OBJECTIVE OF THE STUDY

The general purpose of this study is to determine the influence of product packaging on student patronage of consumer goods in the Akanu Ibiam Federal Polytechnic Unwana.

Specifically, the study seeks to determine:

• The extent to which packaging communicates important information about products.
• The extent to which packaging keeps products protected and hygienic.
• The extent to which packaging lessens the risk of tampering and adulteration of products.
• The extent to which packaging attracts customers.