CHAPTER ONE

INTRODUCTION

Background of the Study

Packaging is the science, art and technology of enclosing or protecting products for

distribution, storage, sale, and use (Selke S, 2004). Packaging as we know it today is the

result of a long development process. It is the product of continues research aimed at

finding better methods of packaging the various goods, including food in order to ensure

the best protection for them.

The very first people to tread the earth, back in the depths of prehistory, sought to

conserve the surplus food collected during their hunting, fishing and food gathering for

the longest possible time so as to be well pre pared for any future food shortage. They

used leaves from trees, woven baskets and animal skins to store their food. Terracotta

was used to make vessels to carry liquids. The remains of these earthen pots and leather

pouches are today the treasure-troves of archaeologist and paleontologist. But it is now

clear that these early forms of packaging were very rudimentary and not hygienic with

the result that daily life at that time revolved around the search for food. Most

developing countries still suffer today from lack of packaging, a deficiency that results

in the loss of some 50% of their resources (Selke, 2004).

In the middle Ages, wooden barrels became the most frequently used way of preserving

goods. They were used for storing all kinds of solids and liquids, protecting them from

light, heat, dampness. Their considerable robustness allowed them to be transported on

the perilous roads of the age and to be carried by boat. It was during the industrial

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revolution in Europe that packaging really took off. The vast range of products made

available to the consumer brought about a change in lifestyle, providing customers with

greater choice allowing trade to flourish. The need for food packaging grew.

This continuous quest by mankind to find new methods of conserving food and

transporting products has allowed us to move from a society living from one day to the

next, dependent on available food sources to a world which manages its resources in the

long term. Efficient packaging which can be adapted to all kind of goods has made this

possible. Modern packaging is what allows us to reheat a frozen meal as well as to

ensure that the Mona Lisa can be sent to the other world and arrive in one piece

(Mckinlay, 2004).

Ghanaian companies adapted to the new marketing concept that started Modern

packaging as part of their strategic marketing tools. The new marketing concept was

borne out of post – war economy of scarcity, pent up consumers’ demand and growing

customer confidence, sophisticated and informed customers and global competitors,

delivering superior value based on their distinctive competences.

In the olden days, Ghanaians firms were considering packaging as just containers, boxes

and bottles that were used to hold, store and protect a product. Modern packaging goes

beyond this, Ghanaian manufacturing companies now see packaging as a marketing tool

which can send message to consumers and also influence their purchasing decisions.

In the soaps and detergent industry, the final stage of the manufacturing is packaging. In

this stage the finished product is packed for final supply to customers. During the

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packaging stage, bar soaps are either wrapped or cartooned in single packs or

multipacks.

Detergents, including household cleaners, dishwashing cleaner’s laundry cleaners are

packed in cartons, bottles pouches, bags or cans. Because of the intense competition,

companies are trying to make packaging attractive in order to win customers and to

attain a greater market share, seeking legal protection for their brands so that they can be

used in the long term in order to gain sustainable competitive advantage.

Statement of the Problem

Packaging is one of the most important steps in the manufacturing of soaps and

detergent and hence should be given prime consideration by manufacturers. However,

packaging in Ghana has as not developed as with the international markets.

Most companies in Ghana do not regard packaging as an effective tool in marketing of

their products and hence refer to packages as mere containers, boxes, and bottles which

are used to hold and protect a product. Meanwhile, in the face of stiff competition,

packaging goes beyond this.

Some companies too do not know the relationship between product content and

packaging. They consider product content and packaging as two separate independent

things and hence they do not provide adequate information on the packages regarding

the nutritional information required, information on the packages regarding the usage of

the product, product content, the manufacturing date and the expiry date of the product:

companies do not consider the safety of consumers. Labeling information is too often

incomplete or misleading, (Perrault et al).

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Most marketers do not have the knowledge as to whether packaging an alter customer

perception of products; some of the materials used for packing by some companies do

not create good impression about the product. For instance, the color of some packages

not being visually appealing and bulky nature of some packages makes them difficult to

handle. It is on these grounds that the researchers seek to find out why packaging is used

as a marketing tool for gaining competitive edge in the soaps and detergent industry, a

study of the local soap producers in the Tamale Metropolis.

Objectives of the Study

General Objective

The purpose of this study is to evaluate the effectiveness of packaging as marketing tool

in the soap industry in the Tamale Metropolis.

Specific Objectives

1. To examine the forms of packaging used by soap producers in the Tamale

Metropolis.

2. To assess customers’ perception of packaging on the soap and detergent industry in

the Tamale Metropolis.

3. To evaluate the strategies to improve packaging as an effective marketing tool in

the soap and detergent industry in the Tamale Metropolis.

Research Questions

1. What are the forms of packaging used by soap producers in marketing of their

products?

2. What are customers’ perception of packaging in the soap and detergent industry?

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3. What recommendations may be adopted to improve packaging as an effective

marketing tool in the soap and detergent industry?

Significance of the Study

Because of the intense competition in the Ghanaian markets, this study is very important

and therefore cannot be overlooked. Companies are striving in becoming market leaders

and to gain a fair market share.

The study is useful to marketers because it will help them to plan, implement and

evaluate packaging decisions and strategies. It is hoped that this study will be very

important to policy makers in formulating and implementing packaging decisions. It will

help organizations to win more customers through better packaging activities. It will

make available information to other researchers who might want to undertake a future

study in the area.

Scope of the Study

The study focuses on only soap producers in the Tamale Metropolis. It covered a cross

section of management staff, distributors and customers of the industry.

Limitations of the Study

The study faced some limitations. Time and proximity constraints limited the quantum

of information; delay encountered on the part of some respondents to fill and submit the

questionnaire also contributed to the difficulty faced during the research; the top

management of some business enterprises were reluctant to give off information due to

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corporate policy with regards to the lease of information to outsiders. Notwithstanding

the limitations, the researchers made every effort into making this work a success.

Organisation of the Study

The study is organised into five chapters. Chapter One provides a background to the

study, a statement of the problem, purpose of the study, research questions, significance

of the study, delimitation of the scope of the study, limitation of the study, and

organization of the study. Chapter Two which is the literature review is organised under

subheadings extracted from the research objectives. Chapter three deals with the

methodology of the study, which covers issues such as the research design, population,

sample and sampling methods used, the research instrument used, data collection

procedure and the data analysis plan. Chapter Four focuses on the analysis and the

discussion of the data. The chapter consists of two sections: The first section deals with

the analysis and discussion of the demographic data and other characteristics of the

respondents. This includes data on age, number of years and experience in the

institution. The second section deals with the analysis of the main data and provides a

discussion of the findings. Finally, Chapter Five provides a summary of the methods and

findings of the study. It also presents the conclusions of the study and makes

recommendations arising from the findings and conclusions. Also included are

suggestions for further research.

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 CHAPTER TWO

LITERATURE REVIEW

Definitions of Packaging

Packaging is now generally regarded as an essential component of our modern life style

and the way business is organized. Packaging is the enclosing of a physical object,

typically a product that will be offered for sale. It is the process of preparing items of

equipment for transportation and storage and which embraces preservation,

identification and packaging of products. Packing is recognized as an integral part of

modern marketing operation, which embraces all phases of activities involved in the

transfer of goods and services from the manufacturer to the consumer. Packaging is an

important part of the branding process as it plays a role in communicating the image and

identity of a company.

Kotler (2006) defines packaging as "all the activities of designing and producing the

container for a product." Packaging can be define as the wrapping material around a

consumer item that serves to contain, identify, describe, protect, display, promote, and

otherwise make the product marketable and keep it clean. Packaging is the outer

wrapping of a product. It is the intended purpose of the packaging to make a product

readily sellable as well as to protect it against damage and prevent it from deterioration

while storing. Furthermore the packaging is often the most relevant element of a

trademark and conduces to advertising or communication.

The definitions of ‘packaging’ vary and range from being simple and functionally

focused to more extensive, holistic interpretations. Packaging can be defined quite

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simply as an extrinsic element of the product (Olson and Jacoby 2002) an attribute that is

related to the product but does not form part of the physical product itself.

“Packaging is the container for a product – encompassing the physical appearance of the

container and including the design, color, shape, labeling and materials used” (Arens

2001).

Most marketing textbooks consider packaging to be an integral part of the “product”

component of the 4 P’s of marketing: product, price, place and promotion (Cateora and

Graham, 2002). Some argue that that packaging serves as a promotional tool rather than

merely an extension of the product: Keller (2008) considers packaging to be an attribute

that is not related to the product. For him it is one of the five elements of the brand –

together with the name, the logo and/or graphic symbol, the personality and the slogans.

While the main use for packaging can be considered to be protection of the goods inside,

packaging also fulfils a key role in that it provides us with a recognizable logo, or

packaging, so that we instantly know what the goods are inside. From the consumer

perspective, packaging plays a major role when products are purchased – as both a cue

and as a source of information.

Packaging is crucial, given that it is the first thing that the public sees before making the

final decision to buy (Giovannetti 2005). Packaging includes the activities of designing

and producing the container for a product. The package may include up to three levels of

materials. For example old spice after shave.

1. Bottle - primary package

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2. Cardboard box - secondary package

3. Corrugated box - shipping package

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. 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. The packaging is often the consumer’s first point of contact with the

actual product and so it is essential to make it attractive and appropriate for both the

products and the customers need.

Due to the growth of mass merchants and self-service, manufacturers have come to

realize the value of packaging as a marketing tool. Today it is a vital part of a firm’s

product-development strategy; a package may even be an integral part of the product

itself. Packaging has become a potent marketing tool. Well-designed packages can create

convenience and promotional value.

In manufacturing industry, the products are kept inside a container that is called

packaging. Packaging has already developed well beyond its original function besides

from protection and now plays a major role in the industry by developing its appeal,

providing product information and establishing brand image and awareness.

The meaning of packaging comes in different view of individuality and became the

integral part of the product component, the 4 P’s of marketing: product, price, place, and

promotion (Cateora and Graham, 2002). Manufacturers use the packaging as a

promotional tool rather than merely an extension of the product because packaging is an

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attribute that is not related to the product. Manufacturers enclosed the five elements of

the brand in the packaging that comprises with the name, logo or graphic symbol, the

personality and the slogans. In the industry, the main use for packaging can be

considered to be the protection of the goods inside. From the consumer perspective,

packaging plays a major role when products are purchased as both a cue and as a source

of information (Louw and Kimber, 2007)

The Role of Packaging

The primary function of packaging is to protect the product against potential damage

while transporting, storing, selling and exploiting a product (Gonzalez, Thorhsbury &

Twede, 2007; Wells et al., 2007; Kuvykaite, 2001) and to ensure the convenience during

performance of these activities. Sogn-Grundvag & Østli (2009) indicates the importance

of packaging in the case of grocery, when consumers buy unbranded products. Seeing

that most consumers tend to touch products before purchasing, they treat product

packaging as a tool for protecting consumers from contamination, for allowing them to

touch products without restraint, without need to avoid smudging their hands. They

propose to use packaging with a “window”, in order to allow consumers to evaluate

product by its appearance at the same time reducing “consumer uncertainty regarding

quality by branding the product and labeling it” (Grundvag & Østli, 2009), i.e. to

communicate to consumer adequate message about product. It could be stating that in

length of time a function of identification and communication became of vital

importance especially for consumer products in the group of convenience goods.

Packaging as a tool for communication was investigated by Butkeviciene et al. (2008),

Gonzalez, Thorhsbury & Twede (2007), Vila & Ampuero (2007), etc. Taking into

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consideration that impulsive buying is proper to many consumers, it could be maintained

that “the package may be the only communication between a product and the final

consumer in the store” (Gonzalez et al., 2007). Consequently the role of package in

marketing communications increases: it must attract consumer’s attention and transmit

adequate value of product to consumer in the short period right in the place of sale.

Therefore there is a necessity to explore package and its elements in more detail, in order

to understand which of these elements are the most important for consumer’s purchase

decision.

In Strategic Marketing Packaging has developed well beyond its original function

besides from protection and now plays a major role in marketing by developing its

appeal, providing product information and establishing brand image and awareness.

The meaning of packaging comes in different view of individuality. For some,

packaging is the container for a product. Some marketing books consider the packaging

to be an integral part of the product component, the 4 P’s of marketing: product, price,

place, and promotion. Some experts say that packaging is a part of a promotional tool

rather than merely an extension of the product because packaging is an attribute that is

not related to the product.

There are five elements of the brand that comprises with the name, logo or graphic

symbol, the personality and the slogans. While the main use for packaging can be

considered to be the protection of the goods inside. From the consumer perspective,

packaging plays a major role when products are purchased as both a cue and as a source

of information.

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In nowadays competitive environment the role of package has changed due to increasing

self-service and changing consumers’ lifestyle. Firms’ interest in package as a tool of

sales promotion is growing increasingly. Package becomes an ultimate selling

proposition stimulating impulsive buying behaviour, increasing market share and

reducing promotional costs.

According to Rundh (2005) package attracts consumer’s attention to particular brand,

enhances its image, and influences consumer’s perceptions about product. Also package

imparts unique value to products (Underwood, Klein & Burke, 2001; Silayoi & Speece,

2004), works as a tool for differentiation, i.e. helps consumers to choose the product

from wide range of similar products, stimulates customers buying behaviour (Wells,

Farley & Armstrong, 2007). Thus package performs an important role in marketing

communications and could be treated as one of the most important factors influencing

consumer’s purchase decision. In this context, seeking to maximize the effectiveness of

package in a buying place, the researches of package, its elements and their impact on

consumer’s buying behaviour became a relevant issue.

Literature analysis on question under investigation has shown that there is no agreement

on classification of package elements as well as on research methods of package impact

on consumer’s purchase decision. Some of researchers try to investigate all possible

elements of package and their impact on consumer’s purchase decision, while others

concentrates on separate elements of package and their impact on consumer buying

behaviour (e.g., Vila & Ampuero, 2007; Madden, Hewett &Roth, 2000). Moreover some

researchers investigate impact of package and its elements on consumer’s overall

purchase decision and on every stage of consumer’s decision making process.

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Elements of Packaging

There are many different schemes for classification of elements of package in scientific

literature. According to Smith & Taylor (2004), there are six variables that must be taken

into consideration by producer and designers when creating efficient package: form,

size, colour, graphics, material and flavour. Similarly, Kotler (2003) distinguishes six

elements that according to him must be evaluated when employing packaging decisions:

size, form, material, colour, text and brand.

Vila & Ampuero (2007) similar to Underwood (2003) distinguished two blocks of

package elements: graphic elements (colour, typography, shapes used, and images) and

structural elements (form, size of the containers, and materials). It should be noticed that

these two blocks, similar to classification of Smith & Taylor (2004) do not include

verbal elements of package.

Rettie & Brewer (2000) stressed out the importance of proper positioning of elements of

package, dividing the elements into two groups: verbal (for example, brand slogans) and

visual (visual appeal, picture, etc.) elements. In the similar way package elements were

classified by Butkeviciene, Stravinskiene & Rutelione (2000). Analyzing consumer’s

decision making process they distinguish between non-verbal elements of package

(colour, form, size, imageries, graphics, materials and smell) and verbal elements of

package (product name, brand, producer/ country, information, special offers, instruction

of usage). Their classification includes brand as a verbal component, whereas Keller

(2003), for example, considers packaging as one of the five elements of the brand,

together with name, logo, graphic symbol, personality, and the slogans.

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Silayoi & Speece (2004) divide package into two categories of elements: visual elements

(graphics, colour, shape, and size) and informational elements (information provided and

technology). According to Silayoi & Speece (2004) visual elements are related with

affective aspect of consumer‘s decision making process, while informational elements

are related with cognitive one.

Summarizing, two main blocks of package’s elements could be identified: visual and

verbal elements. Relying on literature analyzed graphic, colour, size, form, and material

are considered as visual elements, while product information, producer, country-of-

origin and brand are considered as verbal ones.

Elements of a Good Package Design

The package design involves more than the surface aesthetics of the package. It is

influenced by the entire marketing program like package-product combination, the

corporate symbol, the distribution and pricing policy and the promotional effort. A

package designer aims for the following goals: (1) to attract the buyer; (2) to

communicate message to the buyer; (3) to create desire for the product; and (4) to sell

the product (Griffin et al. 2000).

Attraction of the Buyer: Package must have enough shelf impact to stand out among a

myriad of packages. The package must draw attention to itself. This can be done through

the effective choice of color, shape, copy, trademark, logo, and other features.

Communication to the Buyer: Every packaging element communicates something, so the

image projected by the package must converge with the image being sought for the

product (O’Shaughnessy 2005). The package design must show at once the intended use,

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method of application and intended results. A container of talcum powder should not

look like as if it contains scouring powder, nor should face cream jars resemble shoe

polish containers (Hanlon 2004).

All necessary information must be clearly visible or implied though the design. This

communication may either be direct or subtle. Direct communication describes the

product, its benefits and how to use it. Indirect communication uses color, shape, design

forms and texture to convey intrinsic attributes like purity, value, fun, elegance,

femininity or masculinity. Here color is seen to be the primary aspect involved in subtle

consumer communication. This is the reason cosmetic products are usually in pastel

colors, black or gold to communicate classic elegance. Pharmaceutical products use light

colors or a white background to denote cleanliness, purity, and efficacy. In cigarettes,

white packaging suggests low tar while red packaging suggests a strong flavor. Another

communication role of packaging is providing information to the consumer through the

label or immediate package. Information on contents, instructions on use and

information required by law should assist rather than confuse the customer.

Manufacturers and marketers are guilty of placing instructions that are often hard to read

without a magnifying glass. When the instructions are readable, they are frequently

vague and ambiguous. Thus, instructions should be tested for understanding since lack

of instruction clarity leads to errors that might become a reason for non-repeat purchase

(O’Shaughnessy 2005).

Creating a Desire for the Package: The package can convince the consumer that the

product can fill a need or satisfy an inner desire. Packages usually add value like the

convenience now being offered by microwaveable packaged foods. A shampoo or lotion

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bottle can shaped in such a way that its normal position is inverted (less time to remove a

viscous product), or it can be easily hung on the shower handle. Special pump dispensers

have promoted the liquid soap form over the traditional bar soap.

Convenience should also consider the ease of disposability of the package. Advances in

packaging technology have kept pace with the demand for convenient packaging. In

addition, rising consumer affluence appears to show that consumers are willing to pay

more for convenience, appearance, dependability, and prestige of better packages (Kotler

2000).

Selling the Product: Package must not only sell the product but also create desire for

repeat purchases. This can be in form of reusable features, special giveaways or easy

dispensing devices which promote repeat sales and add value. Never before has the role

of package design in supporting the strategic positioning of products been emphasized.

This role is further enhanced by the rapidly changing market environment. Packaging

design helps position the product to specific market segments, and communicates this to

the target audience. A few of these market changes are the increasing number of singles

who earn much money, but have less time to spend in the supermarket or in the kitchen;

growing population of elderly people; greater concern towards health; and increasing

gap between the rich and the poor. This gave a greater range of products and packages,

from luxury brands to noname brands. Moreover, the availability of technology-oriented

products like microwave ovens, computers and do-it-yourself market influenced

packaging to a large extent. The opportunity of supporting marketing strategy is there as

long as there is an in-depth understanding of the current market and consumer attitudes

in the product category. The amount of time and care devoted to developing packaging

16
 concepts, whether structural or surface graphics should be applied to the entire

development process. In the ultimate analysis when all the brands in the category have

comparable product performance or when the prospective customer is unfamiliar with

the category, it is only the final packaging appearance that counts.

Importance of Packaging

Some of the major significance of packaging can be detailed as follows:

i. Can make a product more convenient to use or store, easier to identify or

promote.

ii. Can make the important difference to a marketing strategy by meeting customers'

need better.

iii. Packaging plays a key role in brand promotion and management. Packaging is of

great importance in the final choice the consumer will make, because it directly

involves convenience, appeal, information and branding.

iv. The paramount concern of packaging is the reach ability of the product without

any damage. No matter where and how the products are transported or shipped,

they arrive at the customer's door in working condition without need of repair or

adjustment.

v. Packaging is especially important in certain industry where future sales may be

based largely on the quality, integrity and performance of a company's previous

delivery.

Types of Packaging

Three broad categories of packaging have been identified:

17
1. Consumer packaging or primary packaging: this packaging constitutes a sales unit to

the final user or consumer at the point of purchase.

2. Grouped packaging or secondary packaging: this is packaging which constitutes, at

the point of purchase, a grouping of a certain number of sales units, whether the latter is

sold as such to the final user, or consumer, or whether it serves only as a means to

replenish the shelves at the point of sale. It can be removed from the product without

affecting its characteristics.

3. Transport packaging or tertiary packaging: this is packaging designed to facilitate

handling and transport of a number of sales units or grouped packaging in order to

prevent physical handling and transport damage.

Hazards of Transport

There are four main hazards of transport

i. Drops and impacts

ii. Compression forces

iii. Vibration

iv. Climatic variations

Packaging Cost

The most important aspect when we look into packaging is the packaging cost.

Packaging cost includes the following:

i. Material cost: It means the cost of the pack and quality control cost.

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ii. Storage and handling cost of empty packages: This include the handling cost of

bulky packages, heavy materials of construction, drums etc.

iii. Packaging operation costs: This includes the cost involved in operations like,

cleaning the package product filling – closing, labeling – unitizing, stenciling,

handling cylindrical slums etc.

iv. Storage of filled packages: This includes the cost incurred to shift the goods from

one form of packaging to another.

v. Transportation cost of filled packages: This involves the transportation cost by

sea, air etc. (freight by volume)

vi. Loss and Damage cost: It is related to the loss and damage during operation,

transportation delivery etc.

vii. Insurance cost: It varies depending on the vulnerability of package.

viii. Effect of packages on sales: The package that influence on sales.

ix. Obsolescence Cost: This cost involves when changes in the packaging materials,

packages and labels happen.

x. Package developmental cost: This includes the evaluation cost, pilot test cost,

field testing cost, consumer research cost, feedback cost, final trial cost etc.

CHAPTER THREE

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 METHODOLOGY

Introduction

The study was aimed at accessing and evaluating the effectiveness of packaging in

influencing consumer buying choice in the Tamale Metropolis. In order to achieve the

objectives of this study, the researchers devoted time in gathering data relevant to this

study. This chapter is organized into sections. These sections will address areas such; as

data collection, sampling size, population, sampling technique and data analysis

procedure.

Research Design

A research design is the arrangement of conditions for collection and analysis of data in

a manner that aims to combine relevance with research purpose. It is the blueprint for

collection, measurement and analysis of data (Kombo and Tromp, 2006). The

researchers used a descriptive research design in this study. According to Gay (cited in

Mugenda and Mugenda, 1999) a descriptive study is where data is collected in order to

test hypothesis or to answer questions concerning the current status of subjects in the

study.

The research design was across sectional descriptive study, outlying the research

procedures used to produce a relevant data for the research work. It describes the target

population, the sample size and the sampling procedures, instruments used to collect

data, the method of collecting data as well as data analysis vividly described.

Data Collection

20
In order to ensure the availability of data structures and information needed to resolve

decision and information research problem, the researcher used both primary and

secondary data on packaging for this study. Data was collected through the use of

structured questionnaires. The researcher administered the questionnaire personally such

that the possibility of clarifying issues with the respondents could be done instantly.

Primary Data

Questionnaires were used as the main instrument for gathering primary data. The

researcher designed and administered questionnaires to some selected customers,

distributors and management of some selected manufactured products to know their

opinion on packaging. All questionnaires were self-administered.

Both open ended and closed ended questions were used in collecting this data. The open

ended questions allowed the respondents to suggest other answers unknown to the

researchers and also avoid the bias of the list response possibilities, it allows the

respondents to make an input into the research, and the respondents express their views

about the subject in detail and through this, hidden issues were uncovered. Close ended

on the other hand also help the researchers to force respondents to answer some specific

questions needed for the study.

Secondary Data

Secondary data are historical data structures of variables previously collected and

assembled for some research problem or opportunity situation other than the currents

situation. Secondary data for this study was obtained from relevant text books, journals,

magazines, and internet and company reports.

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Population

This refers to the number of people who are chosen to be part of the study. Or the full set

of cases from which the sample is taken. The population of this study consists of some of

the staffs, consumers and distributors of some selected manufacturing enterprises. The

selected enterprises comprise local and international manufacturers of consumable

products.

Sampling Size

The sample size of the study was 50, which was drawn from the sample population. In

all, views of thirty (30) consumers of the products, twenty (20) distributors were

collected for this research through the administration of questionnaires.

Sampling Procedure

A simple random sampling method was considered for this project work. This is

obtained by choosing elementary units in such a way that each unit in the population has

an equal chance of being selected.

Data Analysis

The data was analyzed using both quantitative and qualitative methods. The information

obtained from the questionnaire was coded for analysis. This section addresses how the

raw data was processed. The raw data from the personal administered survey was first

edited for non-answered questions. The raw data of consumers, distributors and

22
management was coded and entered into different data files. The coded database was

analyzed using SPSS (statistical package for social sciences) 16.0 for window. The

frequencies command in SPSS was used to detect any coding error. Re-coding and

transformation of data into different variables were done.

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

Introduction

This chapter presents the data presentation and analysis of this project, the total data

collected from customers, distributors have been tabulated and the necessary concise

23
discussions have also been made. All the 50 questionnaires were received by the

researchers. The data gathered has been analyzed using tables.

Table 1: Survey Response on Gender

Gender Frequency Percent (%)

Male 28 56.0
Female 22 44.0
TOTAL 50 100.0
Source: Field Report, 2018

From the above table, it can be observed that out of total number of respondents, twenty

eight (28) of them were males representing 56.0% and twenty two (22) of them were

females representing 44.0%. This means that majority of the respondents were males.

Table 2: Survey Response on Age

Age Frequency Percentage (%)

20 – 30 40 80

31 – 40 6 12

41 – 50 12 8

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 Total 50 100
Source: Field Report, 2018

From Table 2, out of the fifty (50) respondents, forty (40) fall between the ages of 20-30

representing 80.0%, six (6) respondents fall between the ages of 31- 40 representing

12.0%, four (4) respondents fall between the ages of 41-50 representing 8.0% from the

above table it can be seen that majority of the respondents were between the ages of 20-

30.

Table 3: Survey Response on Educational Background

Educational Background Frequency Percentage (%)

Ordinary Level
30 60.0
Professional Level
6 12.0
Bachelor Degree
12 24.0
Masters Degree
2 4.0
Total
50 100
Source: Field Report, 2018

According to table 3, it can be seen that out of the fifty (50) respondents, thirty (30) had

ordinary level which represent 60.0% six (6) of them also were in the professional level

representing 12.0% respondents had bachelor’s degree representing 24.0% and two (2)

two of them had tier masters degrees and that also represent 4.0%.

Table 4: Survey Response on Regular Customers of products

Responses Frequency Percent (%)

25
 Yes 38 76.0
No 12 24.0
Total 50 100.0
Source: Field Report, 2018

From the table and figure above, it can be deduced that out of the fifty (50) respondents,

thirty eight (38) said “YES” which represents 76.0% and twelve (12) respondents also

answered “NO” which also represent 24.0%. This further explain that majority of the

respondents said “YES” which therefore means greater percentage of the respondents are

regular customers of a specific product.

Table 5: Survey Response on Considering Packaging at the Point of Purchase

Reasons Response Percent (%)

Attractiveness 15 41.6
Label Information 11 30.6
Easy To Identify 10 27.8
Total 36 100.0
Source: Field Report, 2018

The above table reveals that out of the total number of respondents who said ‘YES’ thus

thirty six (36) fifteen (15) of them representing 41.6% consider packaging at the point of

purchase to check for the attractiveness of the packaging. Out of the fifteen (15)

respondents who said attractiveness, four (4) of them further stated that attractive

packages draw them closer to the product sells itself. Attractive packages catches

attention. Most of the respondents also stated that they judge a product by its packaging

before buying. So it is logical to say attractive packaging is crucial in order to get the

first time buyers to buy your products. Without attractive packaging, who would buy it

in order to try it? Your first step to enter the market is crushed if the packaging is ugly.

Six (6)

26
Ten (10) out of the thirty six (36) responses representing 27.0% which indicated ‘YES’

stated that that they also consider packaging at the point of purchase for easy

identification of the product. Six (6) of them further said packaging makes the product

unique and it makes the product stands out in the market and the remaining four (4)

respondents also it simplifies shopping with little help form sales personnel.

Table 6: Survey Response on Customers Perception about Packaging

PERCEPTION FREQUENCY PERCENT (%)

Excellent 29 58.0
Very Good 11 22.0
Good 9 27.8
Poor 1 2.0
Total 50 100.0
Source: Field Report, 2018

The table and figure shows the total number of respondents who said Excellent is (29),

Very good (11), Good (9), Poor (1) comparing customers perception of packaging to that

of other packages. Table 6 reveals that out of the total number of respondents (50),

twenty nine (29) respondents said excellent and that represent 58.0%, eleven (11) also

said very good representing 22.0%, nine (9) respondents said good which represent

27.8% and only one (1) respondent said poor representing 2% of the total responses.

From the above, it can therefore be said that packages are excellent as compared to other

soap and detergent products from different companies as represented by 58.0% of the

total respondents.

Table 7: Survey Response on Features of Packaging Taking Into Account

FEATURES FREQUENCY PERCENT (%)

Colour 3 6.0
Product Information 14 28.0
Packaging Materials 7 14.0
Easy Handling 6 12.0
All The Above 20 40.0

27
 Total 50 100.0
Source: Field Report, 2018

From table 7, it can be observed that out of the fifty (50) responses received, three (3) of

the respondents said color which represent 6.0%, fourteen (14) respondents also said

they consider product information representing 28.%, seven (7) of the, said packaging

materials and that represent 14.0% of the total respondents, six (6) respondents answered

for easy handling representing 12.0% and twenty (20) out of the total respondents

consider all the above options when buying the product. It can therefore be seen that

majority of the respondents take all the above option into account when buying products.

Table 8: Survey Response on Attractiveness of Packaging in Terms of Its Colour

and Label
Response Frequency Percent (%)
Very Attractive 25 50.0
Quiet Attractive 23 46.0
Less Attractive 1 2.0
Not Attractive 1 2.0
Total 50 100.0
Source: Field Report, 2018

The table and figure above depicts that out of the total number of respondents, twenty

five (25) of them said very attractive which takes 50.0%, twenty three (23) respondents

also said quiet attractive representing 46.0%, only one (1) respondent answered less

attractive which also takes 2.0% of the total responses and one respondent said not

attractive which represent 2.0%.

Table 9: Survey Response on Types of Packaging Materials that Appeal to

Customers
Response Frequency Percent (%)
Paper 6 12.0
Plastic 24 48.0
Rubber 18 36.0
Glass 2 4.0
Total 50 100.0

28
Source: Field Report, 2018

The table and figure above reveals that six (6) out of the total respondents said paper

representing 12.0%twenty four (24) of them also chose plastic which takes 48.0% of the

total responses, eighteen (18) respondents said rubber representing 38.0% of the

respondents and finally, materials appeals to them most which takes 48.0% of the total

respondents.

Table 10: Survey Response on Adequate Information on the Labels Regarding the
Product
Response Frequency Percent (%)
Yes 38 76.0
No 12 24.0
Total 50 100.0
Source: Field Report, 2018

From the analysis of Table 10, it is observed that thirty eight (38) respondents being

76.0% of the total respondents stated ‘YES’ and twelve (12) respondents representing

24.0% also indicated ‘NO’ this therefore means that majority of the respondents agree to

the fact that the products have adequate information on labels regarding the products.

29
Table 11: Survey Response on Role of Packaging in the Sales of Soaps and

Detergents

RESPONSE FREQUENCY PERCENT (%)

Convenience 6 12.0
Legal 1 2.0
Communicative 14 28.0
Protective 7 14.0
All The Above 22 44.0
Total 50 100.0
Source: Field Report, 2018

Table 11 above depicts that out of the total number of respondents , six (6) of them

representing 12.0% indicated convenience, only one (1) respondent selected legal and

that representing 2.0% of the total percentage of respondents selected legal and that

represent 2.0% of the total percentage of respondents, fourteen (14) respondents also

indicated communicative representing 28.0%, seven (7) of the responses received

selected protective and that represent 14.0% and twenty two (22) of them representing

44.0% also selected all the above.

From the table, it can therefore be seen that majority of the respondents selected all the

above which means that most of the respondents are of the view that packaging play all

the above roles in the sales of products. It means packaging plays a major role in the sale

of products.

Table 12: Survey Response on Durability of the Packages of Soaps and Detergents

RESPONSE FREQUENCY PERCENT (%)

Very Durable 28 56.0
Quite Durable 18 36.0
Less Durable 3 6.0
Not Durable 1 2.0

30
 Total 50 100.0
Source: Field Report, 2018

From Table 12, it can be seen that out of the fifty (50) responses received, twenty eight

(28) respondents representing 56.0% answered very durable, eighteen (18) responses

representing 36.0% selected quite durable, three (3) responses representing 6.0%

indicated less durable and only one respondent said not durable representing 2.0% of the

total responses received. Form the above table, it can therefore be concluded that

majority of the responses received accepted the fact that the packaging of products are

very durable.

Table 13: Survey Response on Packaging Materials that are Environmentally

Friendly

Response Frequency Percent (%)

Paper 25 50.0
Plastic 16 32.0
Can 6 12.0
Rubber 3 6.0
Total 50 100.0
Source: Field Report, 2018

31
From the analysis on the above table and figure it is observed that twenty five (25)

respondents being (50.0%) respondent that paper material is environmentally friendly,

sixteen (16) responses representing 32.0% also indicated that plastic material is

environmentally friendly, six (6) of respondents selected can and that represent 12.0%,

three (3) respondents chose rubber representing 6.0% of the total number of respondents.

It can therefore be deduced that paper material is more environmentally friendly as

selected by majority of the respondents.

Survey Response on What Makes Customers to Switch

Customers were asked on what makes them to switch from one company to other

competing product. Twenty three (23) out of the total respondents said they will only

switch to other companies or competing product when there is adulteration that is when

the company alters the original product in an attempt to deceive customers. Seventeen

(17) respondents also said they will switch to other companies if some companies

provided unattractive packages.

Seven (7) responses received indicated that they will switch to other products if the

company sets higher process to its products. Three (3) respondents said they will also not

buy from the company provided they decided to hoard their product that is creating an

artificial shortage. One of the respondents goes on to say that some companies believe

that hoarding of products will give them the opportunity to sell at higher process and

even sell to specifically targeted customers. From the above, it is obvious that customers

like quality product; it further shows that after quality assured, customers buy products

with quality and attractive packages.

32
 CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

Introduction

This is the last chapter of the project work which presents a summary of findings,

conclusions arrived at and the recommendations made.

Summary of Findings

The main purpose of this study is concerned with the unique characteristics of packaging

and how effective it is in the sales of products.

33
Form the analysis, it can be deduced that some companies have a packaging sub-unit

which is very effective to ensure that its packaging are of standard and good enough to

protect products at all stages of the distribution channel.

The staff of the packaging sub-unit undergoes periodic and regular training to keep their

skills updated. This is one of the mechanisms in place to enhance effective packaging.

These results indicate that most companies use consumer packaging. These are

packaging used for consumable goods or products for the purpose of retail selling. Here,

the packages are highly decorated so as to attract the retailers and the final users.

The company provides vital information on the packaging labels for consumers’

security. Information such as product name, product content and directions for use, this

helps to reduce the risk associated with purchasing the product.

Packaging makes a favorable impression on companies target market as indicated by the

management of the company. Companies maximize returns on investment through

effective packaging strategies. Their effective packaging strategies help them to achieve

long-term sustainable profitability. The major objective is Increasing Return on

Investment (ROI) or Return on capital Employed (ROCE).

Findings from Customers and Distributions

Responses received from both distributors and customers indicate that they understand

packaging as the activities of designing and producing a container or wrapper that is of

high quality and appealing to the eye. It therefore shows that packaging goes beyond

mere boxes, wrappers and containers but rather, something that is of high quality.

34
Responses received shows that, most of the customers and distributors are regular buyers

of products. They all consider packaging at the points of purchase. It is clear from the

findings that customers and distributors consider product color, product information,

packaging material and ease of handling the product before they buy. They further

indicated that products provide vital and adequate information on their packs for

consumer’s security.

Both customers and distributers indicate that packaging play all the following roles;

convenience, legal, communicative and protective. This therefore means that packaging

play a major role in the sale of products. Customers stated that packaging in terms of

color and label is very attractive and appealing. On the other hand, we realized through

the response of customers that packages are excellent as compared to other products

from competing products.

Conclusion

In the light of the above findings, the following conclusions were drawn:

Packaging has now become a global perspective and Ghana is of no exception,

packaging in Ghana is fast moving and becoming highly competitive. Companies use

packaging as an effective marketing tool in the face of stiff competition. The findings

above appear to suggest that most customers and distributors consider packaging when

buying products; however, a few of them do not consider packaging when making their

purchasing decisions. It is therefore obvious with no doubt that a good packaging

35
 influence customers’ perception of a product. This calls for companies to be more

innovative and creative when developing their packaging strategies in order to be ahead

of competition.

Indeed, packaging can be said to be an effective marketing tool; it plays major role in the

sale of products and also helps companies to gain a sustainable competitive advantage in

the market place. Companies in Ghana and other countries should therefore try as much

possible to consider packaging as valuable asset when making effective product

decisions in order gain suitable competitive advantage in their respective industries.

Recommendations

With respect to findings and the conclusions made, the researcher spelt out the following

suggestions to management of companies.

Packaging should be designed to protect the products in transit from one place to another

from the place of production to final users, thus packaging should be durable and strong

enough to hold and protect the products from damage when passing through the distribution

channel. This requires the use of appropriate materials.

Companies should ensure that packagings are designed in a way that is appealing and

attractive in order to receive the necessary attention from distributor and customers.

Packaging should be very attractive in terms of their color, drawing and label information

and writings should be eligible. This can enhance consumer trafficking which leads to

impulse purchase thus packages are attractive.

36
Companies should try as much as possible to provide adequate and relevant (truthful and

uniform) information on packs.

Packaging should be made in such a way that distributors and final users will be able to

identify the content or ingredients of the products, users of the products; land directions for

users so as to reduce the risk surrounding the purchase of the products and for consumers’

security.

Biodegradable packaging should be developed to help avoid environmental hazards or

pollution. Biodegradable material is the material that can be destroyed by natural processes,

in a way that does not harm the environment.

Companies should also try as much as possible to encourage recycling and reuse of empty

packages. And public education on the proper disposal packages through the media.

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APPENDIX

QUESTIONNAIRE

Dear Respondent, we are final year students of the Tamale Technical University. The

questions below are being asked to enable us gather information on the above topic for our

project work. The research is purely for academic purposes and your response will be treated

with utmost confidentially.

Please tick {√} where appropriate.

1. Gender A. Male B. Female
2. Age

40
 A. 20-30 years
B. 31-40 years
C. 41-50 years
D. 51-60 years
3. Education background
A. Ordinary level
B. Professional level
C. Bachelors Degree
D. Masters Degree
E. Others (Specify………………………………………
4. Are you a regular customer of a single product?
A. Yes B. No
5. Do you consider packaging at the point of purchase?
A. Yes B. No
i. If yes why?…………………………………………………………………………
ii. If No why?.................................................................................................................
6. How do you perceive the packaging of consumables?
A. Excellent
B. Very good
C. Good
D. Fair
E. Poor
7. Which feature(s) of the product’s packaging do you take into account when buying
any product?
A. Colour
B. Product information
C. Packaging materials
D. Easy handling
E. All the above
8. Is packaging of consumable products attractive in terms of its colour and label?
A. Very attractive

41
 B. Quite attractive
C. Less attractive
D. Not attractive
9. What type of packaging materials appeal to you most?
A. Paper
B. Plastic
C. Metal
D. Rubber
E. Glass
10. Do you think products labels have adequate information on the regarding the
product?
A. Yes B. No
11. In your opinion, what role does packaging play in the sales of consumables?
A. Convenience
B. Legal
C. Communicative
D. Protective
E. All the above
12. How durable is the packaging of consumables?
A. Very durable
B. Quite durable
C. Less durable
D. Not durable
13. Which type of packaging material do you think is environmentally friendly?
A. Paper
B. Plastic
C. Can
D. Rubber
14. What will make you switch from a product to other competitors?
Specify…………………………………………………………………………………

42