THE RELEVANCE OF PACKAGING AND BRANDING AS A COMMUNICATION VEHICLE OF LOCALLY MADE RICE. A CASE STUDY OF WACOT RICE LTD

Abstract

This study was on the relevance of packaging and branding as qa communication vehicle of locally made rice. Three objectives were raised which included: To identify the forms of product packaging used by akara as business communication vehicle, To identify the challenges faced in product packaging their products towards improving success of their business and to find the relationship between product packaging and the sales volume. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn from WACOT Rice Ltd. Hypothesis was tested using Chi-Square statistical tool (SPSS).

Chapter one

Introduction

1.1Background of the study

In modern marketing, companies are competing heavily to hold existing and to gain new market share. In order to accomplish this, marketing communication is of high importance. In consumer marketing, brands often provide the primary points of differentiation between competitive offerings, and as such they can be critical to the success of companies (Wood, 2000).

Success is no longer about product superiority; it is all down to branding (Brown, 2001). As Kapferer (1997: 16) puts it, “the strength of a company like Heiniken is not solely in knowing how to brew beer; it is that people all over the world want to drink Heiniken”. In fact, since only strong brands survive, brand management is now more strategically important than ever. Manufacturers look for every opportunity to build brand equity by leveraging off one successful identity and grabbing recognition for an entire brand name (Willey, 1993).

While price, shelf location, dietary concerns, and the residual effects of advertising all play a part in product purchasing decisions, no single factor is as important at the point of sale as the package itself (Gershamn, 1987). Having a good name, a good logo, an appealing package, and eye-catching point-of-purchase displays enables the brand manager to achieve the ultimate goal of influencing consumer behaviour (Shimp, 2001).

 Packaging is any container or wrapping in which the product is offered for sale and can consist of a variety of materials such as glass, paper, metal or plastic, depending on what is to be contained (Brassington & Pettit, 1997). According to Gershman (1987) the increasingly important role of packaging has given rise to expressions, stated by package designers and their clients, such as “Packaging is the least expensive form of advertising”; “Every package is a five-second commercial”; “The package is the product”; and “The package is the silent salesman” (Gershman, 1987: 1).

 Packaging is an important part of the product that not only serves a functional purpose, but also acts as a means of communicating product information and brand character. Packaging can be used for promotional purposes. It can be used as a means of distributing coupons, for advertising for other related products, announcing new products, presenting on-pack offers or distributing samples and gifts.

 This study drew on the packaging designs of the products of Locally made products, a company that relies hugely on packaging to differentiate its brands. The study aimed at highlighting the design of the packaging instead of its other functions, as a means of stimulating positive attitudes towards brands.

1.2       Problem statement

This study intends to find out the effects of packaging and branding as a communication vehicle of locally made product with kingmos paint Lid. Being out local point study.

It is generally known by marketers that the nature of a product affect consumers behavior toward it. A product that is not well packaged and branded is not usually purchased by consumes. In this many firms pay little attention to the areas of packaging and branding of their products. Most products are poorly packaged and as ad result of this, they record low sales volumes, which may not even lead to break- even point on the part of the producing firms. Hence, losses may occur.

Furthermore, the kind of brand names used for a product by a market also has to be one that can overshadow those of competitors producing the same product. However, marketers do not take much time to make good branding decision. As a result of this, thee product is not well communicated to the target market hence low sales results.

Could it be that such firms or marketers do not have adequate capital to embark upon good packaging for their products? 

1.3 Purpose of the study

The purpose of the study was to assess the role of product packaging towards the sales volume of Akara.

1.4 Objectives of the study

This study was based on the following objectives;

1. To identify the forms of product packaging used by akara as business communication vehicle.
2. To identify the challenges faced in product packaging their products towards improving success of their business.
3. To find the relationship between product packaging and the sales volume

  1.5 Research Hypotheses

 The following research hypotheses were formulated;

H0: there are no forms of product packaging used by akara as business communication vehicle

H1: there are forms of product packaging used by akara as business communication vehicle

H0: there are no relationship between product packaging and the sales volume

H2: there are relationship between product packaging and the sales volume

1.5 Significance of the study

Firstly, the study will be useful to manufactures in knowing that good packaging and branding lead to both high sales volume and creates good corporate images and identifies through repeated buys by consumers.

Secondly, it will be useful to consumers in knowing that they have the right to well package and branded products so as to be selective in buying quality products.

Thirdly, it pinpoints the various brand name decisions that will be useful to various categories of manufactures.

Fourthly, the study will contribute to the existing wealth of knowledge in the areas of product packaging and branding.

Finally, it will help to provide valid information for future researchers eon the topic.

1.6 Scope of the study

Due to the fact that the area of package design is quite extensive and vast, and also because of the limited time frame given to conduct this research, the study focussed on examining the package design in a single company (Locally made products). The company‟s products exhibit the essence of packaging since packaging results in significant varieties.

Limitations of study

1.        Financial constraint– Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

2.        Time constraint– The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work

1.8 Organization of the study In order to accomplish the objectives of the study, the study was divided into five chapters. Chapter one, an introduction, began with a succinct background to the study with highlights on packaging and branding. The chapter covered the problem statement, significance and objectives of the study, research questions, methodology, scope and limitation. Chapter two reviewed relevant literature related to the study to provide theoretical and empirical perspectives to the study. Chapter three provided the general design of the methodology of this study with key methods of analysis

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