ABSTRACT

This research work investigated packaging as a tool for competitive marketing: A Comparative Study of selected Nigerian and foreign consumer product (A case study of Uniliver Nigerian Plc in Lagos and PZ Cusson United Kingdom). The inability of firms in Nigeria and foreign countries especially in food and beverage industry to come to the knowledge of the role of packaging in the creation of competitive advantage which resulted to low sales. Therefore the researcher tried to investigate the appropriate pack aging the firms would use to determine increase attributes of product package, product feature, product optimization and customer attraction. The researcher reviewed some related literature enabled her to base her fact on the study. Spearman’s correlation coefficient and regression analysis where used in analyzing the work and 80 (Eighty) questionnaires served as the sample size. Chapter four as analyzed proved that there is a major relationship to the hypothesis being tested. This portrays packaging as truly and important tool in competitive marketing.

TABLE OF CONTENT

CHAPTER ONE

Introduction

1.1 Background of the study - - - - - - - 1

1.2 State of problems - - - - - - - - 2

1.3 Objectives of the Study - - - - - - - 2

1.4 Research Questions - - - - - - - 3

1.5 Research Hypotheses - - - - - - - 3

1.6 Scope of the Study - - - - - - - - 4

1.7 Limitations of the Study - - - - - - - 4

CHAPTER TWO

Literature Review

2.1 Introduction - - - - - - - - 6

2.2 Nature and Concept of Packaging - - - - - 6

2.3 Strategic functions of Packaging - - - - - 7

2.4 Strategy in Packaging - - - - - - - 8

2.5 Qualities of a Good Packaging - - - - - - 9

2.6 Planning the Packaging - - - - - - - 10

2.7 Packaging and Promotion - - - - - - 10

2.8 Packaging and Product Identification - - - - - 11

2.9 Cost Effectiveness - - - - -- - - - 11

2.10 Packaging in the Larger Society - - - - - - 12

2.11 Environmental Impact of Packaging - - - - - 13

2.12 Re-use and Recycle of Package and Reverse Logistics Management 13

2.13 Consumers Expectations of package both ultimate and Intermarries 14

2.14 Packaging as a tool for Public Relation - - - - 14

2.15 Summary - - - - - - - - - 15

CHAPTER THREE

3.1 Research Design - - - - - - - - 16

3.2 Area of Study - - - - - - - - 16

3.3 Population of the Study - - - - - - - 16

3.4 Determination of Sample size - - - - - - 17

3.5 Method of Data Collection - - - - - - 18

3.6 Sampling Technique - - - - - - - 18

3.7 Method of data Analysis - - - - - - - 18

3.8 Model Specification - - - - - - - 18

3.9 Validity - - - - - - - - - 19

3.10 Reliability - - - - - - - - - 19

CHAPTER FOUR

4.1 Data Presentation and Analysis - - - - - - 20

4.2 Test of Hypotheses - - - - - - - 20

4.2.1 Test 1 - - - - - - - - - 21

4.2.2 Test 2 - - - - - - - - - 23

4.2.3 Test 3 - - - - - - - - - 24

4.2.4 Test 4 - - - - - - - - - 27

4.2.5 Findings - - - - - - - - - 29

4.3 Discussion of Findings - - - - - - - 30

CHAPTER FIVE

5.0 Summary, Conclusion and Recommendation - - - - 31

5.1 Summary of Major Findings - - - - - - 31

 5.2 Conclusion - - - - - - - - - 32

5.3 Recommendation - - - - - - - - 33

References - - - - - - -- - 34

Appendix 1 

LIST OF TABLES

Table 4.1 Distribution and Return of Copies of Questionnaire

Table 4.2 Attributes Evaluation of product of Unilever and PZ.

Table 4.3 Product features as contribution factors to ease Customer’s Evaluation

Table 4.4 Product attribute and role performance differential Uniliver and PZ

Table 4.5 Attractiveness Uniliver and PZ