1

TITLE
AN APPRAISAL OF PRODUCT PACKAGING IN HOSPITALITY INDUSTRY IN NIGERIA (A
CASE STUDY OF AWKA CAPITAL TERRITORY)
BY

BEING A RESEARCH REPORT SUBMITTED TO THE DEPARTMENT OF HOSPITALITY

MANAGEMENT AND TOURISM, SCHOOL OF APPLIED SCIENCE
AND TECHNOLOGY, FEDERAL POLYTECHNIC, OKO
IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF NATIONAL
DIPLOMA
(ND) IN HOSPITALITY MANAGEMENT
NOVEMBER, 2015
APPROVAL
This project work has been read and approved as satisfying the requirements for the award of National
Diploma (ND) in Hospitality Management and Tourism, federal Polytechnic, Oko.
By
Dr. Obi Okafor Dr. Obi Okafor
Supervisor Head of Department
Dean, school of Applied Science External Examiner
CERTIFICATION
I, Nicole, a student in the Department of Hospitality Management, federal Polytechnic, Oko, with Registration
number FPO/ND/HMT/ declares that the work embodied in this research report is original and has not been
presented in part or full for any diploma or degree of any other institution of learning.

Researcher
DEDICATION
I solely and gratefully dedicate this work to Almighty God our faithful father, who makes everything possible
and makes a way where there is no way, and faithful parents, I am grateful
ACKNOWLEDGMENT
The course of this research work and all through my stay in this institution; I am indebted to God Almighty for
his infinite mercy, love, care, guidance and protection without which this work would not have been a lofty and
fulfilled idea. I also thank God immensely for bringing my dreams to reality.
I am grateful to my project supervisor Dr. Obi Okafor; indeed he is a father and not just a supervisor and an
adviser, a teacher all through this work, who also happen to be my HOD, infact he is an exceptional father who
has shown all the love and care. I am using this golden opportunity to thank him for a work well done, as he
will ever last in my memory.
I owe inexpressible thanks to my sponsors, who include my great parents, my lovely sister who encouraged me
and beloved brother who did everything to see my success and others and friends and big thanks to the guy
who made this whole work possible. Thank you all.
TABLE OF CONTENTS
Title page
Approval page
Certification
Dedication
Acknowledgment
Contents
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Abstract
CHAPTER ONE
INTRODUCTION
1.1 Background to the study
1.2 Statement of the problem
1.3 Research questions
1.4 Objectives of the study
1.5 Scope of the study
1.6 Significance of the study
1.7 Definition of terms
CHAPTER TWO
LITERATURE REVIEW
CHAPTER THREE
METHODOLOGY
3.1 Design of the study
3.2 Area of the study
3.3 Population of the study
3.4 Sampling and sampling techniques
3.5 Instrument for data collection
3.6 Sample size
3.7 Distribution of Questionnaire
CHAPTER FOUR
4.0 Data Presentation and Analysis
4.1 Presentation of Data
4.2 Discussion on major findings
CHAPTER FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
5.1 Summary of findings
5.2 Conclusion
Abstract
The purpose of this research work is to analyze the appraisal of product packaging in hospitality industry Awka
capital territory in Nigeria, which Sea Gate Hotels and Suites Awka was used as a case study . In nowadays
competitive marketing environment the role of package has changed due to increasing self-service and
changing consumers’ lifestyle. Firms’ interest in package as a promotional tool is growing increasingly.
Package becomes an ultimate selling proposition stimulating impulsive buying behaviour, increasing market
share and reducing promotional costs. However, the following objectives were formulated; to analyze the
extent packaging influences the hospitality industry, find out the impact of a change in package on the sales of
the product, to ascertain whether brand packaging promote the company’s image, to know the extent producers
consider packaging in their product decisions, to determine if consumes associate the appearance of a product
to its quality. The study had a population of 1,693, out of which a sample size of 324 was realized using Taro
Yamane formula. Instrument used for data collection was primarily questionnaire. 324 copies of questionnaire
were distributed and collected. The survey research method was adopted for the study while chi-square was
used to test the hypotheses. The findings showed that there is relationship between packaging influence and
buying behaviour and that there is impact of change in the package of a product. Also there is relationship
between brand packaging and hotel industry image, and the producers consider packaging in their product
decisions and finally that consumers associate the appearance of a product to its quality. The study
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recommended that manufacturing firms should periodically evaluate how consumers respond to their product
packaging so as to enhance the competitiveness of their products in the market.
Chapter one
Introduction
Background of the study
In nowadays competitive marketing environment the role of package has changed due to increasing
self-service and changing consumers’ lifestyle. Firms’ interest in package as a promotional tool is growing
increasingly. Package becomes an ultimate selling proposition stimulating impulsive buying behaviour,
increasing market share and reducing promotional costs.
According to Rundh (2005:672) 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
and works as a tool for differentiation, i.e. helps consumers to choose the product from wide range of similar
products, stimulates customers buying behavior. Wells, Farley & Armstrong, (2007:680) opined that package
performs an important role in marketing communications and could be treated as one of the most important
tools of promotion. The primary function of packaging is to protect the product against potential damage while
transporting, storing, selling and exploiting a product and to ensure the convenience during performance of
these activities. Grundvag&Ostil, (2009:220) 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” 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 Gonzalez et al., (2007:63)
Taking into consideration that impulsive buying is proper to many consumers it could be maintained that
“packaging may be the only communication between a product and the final consumer in the store”.
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.
The role of packaging has evolved from the traditional function of protecting the product against dirt, damage,
theft, mishandling, and deterioration. This functional role is a requirement of all packages. In the modern era,
packaging is also utilized as a marketing tool to promote the product, to increase visibility of the product on the
shelf, and to provide information to the customer (O’Shaughnessy 2005:105). In spite of packaging use as a
growing marketing tool, marketers still view packaging as a container. Known marketing guru, Philip Kotler
(2000, 418) defines packaging as all activities of designing and producing the container for a product.
Packaging draws the attention of the consumer at point-of-sale through its attractive design and color, gives an
indication of its contents, package can be a tool in educating the customer.
Finally, the package contributes to the overall image of the brand. It is important to remember,
however, that packaging is not the only marketing and promotional tool. Meyers (2001:25). The increasing
importance of packaging in the marketing mix has equaled and occasionally surpassed product advertising and
sales promotion in the past thirty years. The physical packaging of a product can be used for many purposes,
from the manufacturing point to the end users, such as the protective and promotive functions where it is called
as a “silent protector” Long (2002:52) and a “silent salesman” Pilditch (2003:102). The packaging not only
delivers product information and brand identity, it also visually appeals to consumers and due to its protective
function delivers the product undamaged. Besides, Packaging plays an important role in helping consumers to
recognize and understand the products. When consumers go to retailers, they usually see the packaging of
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products before they can see the products themselves. Therefore, the packaging of products can be an effective
tool for promotion in real shops Stewart, (2006:208).
According to Cateora (2002:405), a poorly packaged product conveys an impression of poor quality.
Supermarkets have many products on the shelves each containing many items of information and there are
very few sales people in a supermarket hence most selling is done through packaging. The modern marketer
should then see packaging beyond its traditional role of holding contents together but as a promotional tool for
his products which is the purpose of this study.
Statement of the Problem
Despite the increasing popularity of packaging in the promotion of goods and services, one cannot but
agree that there are areas of problems which need to be studied. Though some business organizations are now
using packaging to promote their wares yet many hotel industries in Nigeria concentrate their marketing effort
on the traditional elements in the marketing mix in the performance of their marketing activities. The rate at
which wares or products are being advertised, one may be forced to ask questions bothering on the use of
packaging.
In the application of marketing mix, many hotels are faced with packaging problems. Some of the
packaging problems include; the need to know whether packaging is a good promotional tool. In this regard,
packaging alone is not enough for promotion of goods and services. There is a great need to look at other
marketing mix elements which usually comes first before packaging, despite the fact that good packaging
promotes sales; wrong packaging can lead to the total rejection of goods.
Again, packaging affect consumer buying decision, because wrong\bad packaging can make a
consumer not to buy a particular product. In this aspect packaging needs to be suitable for each product in
order to attract the attention of the consumers and also make them buy. Good packaging also protects the
image of the hotel, but some hotels do not have good packaging system, thereby making their products to
appear cheap and of low quality. Packaging is not a good compliment or substitute for advertisement though
good packaging helps in advertisement of the hotels products and services.
Objectives of the Study
The main aim of this research work is to analyze an appraisal of product packaging in hospitality
industry in Nigeria. The specific objectives includes:
1. To analyze the extent packaging influences buying behaviours in Sea Gate Hotels and Suites.
2. Find out the impact of a change in package on the sales of the product.
3. To ascertain whether brand packaging promote the hotels image.
4. To know the extent Sea Gate Hotels and Suites consider packaging in their product decisions.
5. To determine if consumers associate the appearance of a product to its quality.
Research Questions
The following questions will guide this study:
1. To what extent does packaging influence buying behaviour?
2. What is the impact of a change of package on the sales of the product?
3. To what extent does brand product packaging promote the image of Sea gate Hotels and suites?
4. To what extent do producers consider packaging in their product decisions?
5. Do consumers associate the appearance of a product to its quality?
Significance of the Study
This study will solve the research questions mentioned earlier and show the importance of packaging as
a promotional tool to both the hotel industry and consumers.
To the manufacturers, it will make them adopt a better approach to taking packaging decisions; help them
promote the image of the hotel industry and the brand. To the consumers, it will show that package is part of
the product they buy and may help to reduce dissatisfaction felt after buying a product, stimulate their buying
behaviour and help them choose a product from a wide range of similar products. Also, academic community
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will not be left out, because this work will serve as a fertile ground for researchers who wish to carry out a
study on this topic.
Scope of the Study
The study will cover the appraisal of product packaging in the hospitality industry in Nigeria which Sea Gate
hotels and suites Awka was studied, the researcher intends to use Sea gate hotels and suites Awka, Anambra
State in Nigeria to carry out this research work. These manufacturers and consumers will provide the
researcher with useful information that will be required to effectively carryout this research work.
Definitions of terms
Appraisal
An act of assessing something or someone.
Hospitality industry
The hospitality industry is a broad category of fields within service industry that
includes lodging, event planning, theme parks, transportation, cruise line, and additional fields within
the tourism industry. The hospitality industry is a multibillion-dollar industry that depends on the availability
of leisure time and disposable income. A hospitality unit such as a restaurant, hotel, or an amusement park
consists of multiple groups such as facility maintenance and direct operations (servers, housekeepers, porters,
kitchen workers, bartenders, management, marketing, and human resources etc.).
Usage rate, or its inverse "vacancy rate", is an important variable for the hospitality industry. Just as a
factory owner would wish a productive asset to be in use as much as possible (as opposed to having to
pay fixed costs while the factory is not producing), so do restaurants, hotels, and theme parks seek to
maximize the number of customers they "process" in all sectors. This led to formation of services with the aim
to increase usage rate provided by hotel consolidators. Information about required or offered products are
brokered on business networks used by vendors as well as purchasers.
Product
In a marketing, a product is anything that can be offered to a market that might satisfy a want or
need. In retailing, products are called merchandise. In manufacturing, products are bought as raw
materials and sold as finished goods. A service is another common product type.
Commodities are usually raw materials such as metals and agricultural products, but a commodity can also be
anything widely available in the open market. In project management, products are the formal definition of
the project deliverables that make up or contribute to delivering the objectives of the project. In insurance, the
policies are considered products offered for sale by the insurance company that created the contract.
In economics and commerce, products belong to a broader category of goods. The economic meaning of
product was first used by political economist Adam Smith.
Packaging
Packaging is the technology of enclosing or protecting products for distribution, storage, sale, and use.
Packaging also refers to the process of designing, evaluating, and producing packages. Packaging can be
described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use.
Packaging contains, protects, preserves, transports, informs, and sells. In many countries it is fully integrated
into government, business, institutional, industrial, and personal use.
Chapter two
Literature review
What is Package
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Package is a group of products and services presented as a unit and sold for one fixed price. Products
and services may include accommodation, transportation, sightseeing, and meals. Some packages may even
include helicopter rides, theatre tickets, picnics, community events, and hands-on learning experiences.
 There are no limits to what can be included.
 Packages are operated for a specific duration.
 A tour may be packaged for one or two people travelling as individuals, or for a coach-load of people
travelling as a group.
Advantages of Developing a Package
Packaging’s intent is to create user-friendly products. It is intended to make carrying out business more
convenient for both the business and the customer.
Advantages for the Customer
It increases convenience for the clients by combining services that would otherwise have to be
purchased individually, often with some difficulty.
 It makes vacations more affordable and less time consuming to plan.
 It allows customers to budget and more closely predict the cost of their vacations.
 It can provide some security of product quality.
Advantages for the Business
 It increases the number of sellable features, allowing the business to appeal to wider markets.
 It creates unique products, because elements are usually different than the packages of other tours.
 It provides newer businesses the opportunity to partner with well-established, high-quality products.
 It facilitates tourism and regional economic development by increasing demand for some components
of packages.
Disadvantages of developing a package
 Partners have not got as much control over the quality of the total product.
 Package may increase the logistics required to handle a client.
 Packages may increase the potential for things to go wrong, as more players are involved in the
package.
 Packages may create client volume that a partner does not have the capacity to handle.
 Package may create the feeling of inflexibility among customers, since most packages have
predetermined components and often have pre-determined dates.
Definitions of Packaging
If a hotel offers other products and services bundled together with room nights we call it a package. The
most frequently offered packages include food and beverage delights, entertainment or wellness/fitness
components. Discounting any or all components is at the discretion of the service provider. Hotels don’t
necessarily have to discount the packaged items of a given value proposition in order to be successful in
maximizing revenue opportunities.
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 (2006:106) 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.
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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 define quite simply as an extrinsic element of the product (Olson and Jacoby
2002:65) 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” (Arens2001:320).
The Objective of Packaging

Hotels in different markets use packaging for different purposes but there is one common element: the
fundamental purpose of packaging is to create the perception of value. This relates right back to the notion of
discounting: if a hotel is successful in creating an appealing value proposition at full rates that guests perceive
as a good deal, discounts may not have to be applied. The temptation to discount is significant as dropping
rates is a lot easier that creative package development. Great packages are the result of coordinated efforts of
marketing, sales and operations management and they can help a hotel earn the business of a guest by
differentiating it from its competitors.

A significant difference was found between the objective of metropolitan commercial properties and resort
hotels. It was evident that the primary purpose for urban hotels with packaging was to boost occupancy while
resort properties offered packages to boost revenue in the first place.

Another difference was also identified: resort hotels seem to favor a high variety of different packages while
urban properties favor a smaller selection of high-content packages instead.

• Marketing - The packaging and labels can be used by marketers to encourage potential buyers to purchase
the product.
Developing an effective package for a new product requires several decisions. The first task is to
establish the packaging concept: defining what the package should basically be or do for the particular product.
Decisions must include the following elements: size, shape, materials, color, text and brand mix. The
packaging elements must also be harmonized with decisions on pricing and other marketing elements. Once
the packaging is designed, it must be tested. Factors that have contributed to packaging growing use as a
marketing tool:
Self service:
An increasing number of products are sold on a self-service basis. The package attract attention,
describe the products features, create consumer confidence and make a favorable overall impression.
Consumer affluence:
Rising consumer affluence means consumers are willing to pay a little more for the convenience,
appearance dependability and prestige of better packages.
Industry image:
Packages contribute to instant recognition of the industry. It differentiates a product from competitors
by its design, color, shapes and methods.
Innovation opportunity:
Innovative packaging can bring large benefits to consumers and profits to producers. Packaging can be
a major element of new-product planning.
Promotional tool:
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It serves as a promotional tool and is the final form of promotion the consumer sees prior to making
purchase decision.
Reminder:
A package also serves as a reminder after a purchase is made. Although packaging is expensive,
developing effective packaging may cost several hundred thousand dollars and take several months to
complete. Hotel industries must pay attention to growing environmental and safety concerns about packaging.
Shortages of paper, aluminum, and other materials suggest that marketers should try to reduce packaging.
Functions of Packaging
Protection and preservation
A basic function of package is to protect and preserve the contents during transit from the manufacturer
to the ultimate consumer. It is the protection during transport and distribution; from climatic effects (heat and
cold, moisture, vapour, drying atmospheres); from hazardous substances and contaminants; and from
infestation. Protection is required against transportation hazards spillage, dirt, ingress and egress of moisture,
insect infection, contamination by foreign material, tampering pilferage etc. A package should preserve the
contents in 'Factory Fresh' condition during the period of storage and transportation, ensuring protection from
bacteriological attacks, chemical reaction etc.
Containment
Most products must be contained before they can be moved from one place to another. To function
successfully, the package must contain the product. This containment function of packaging makes a huge
contribution to protecting the environment. A better packaging help to maintain the quality of the product and
reach ability of the product in the consumer's hand without spillages it gives better image to the organization.
Communication
A major function of packaging is the communication of the product. A package must communicate
what it sells. When international trade is involved and different languages are spoken, the use of unambiguous,
readily understood symbols on the distribution package is essential. It is the interest further that to get
appropriate communication to the consumer about the product, how to use it and other utility information’s.
Packaging protects the interests of consumers. Information includes: quantity; price; inventory levels; lot
number; distribution routes; size; elapsed time since packaging; colour; and merchandising and premium data.
Elements of Packaging
There are many different schemes for classification of elements of package in scientific literature.
According to Smith & Taylor (2004:77), 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 (2003:354) distinguishes six elements that according to him must be evaluated when
employing packaging decisions: size, form, material, colour, text and brand. Vila & Ampuero (2007:39)
similar to Underwood (2003:65) 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 (2004:77) do not include
verbal elements of package.
Rettie & Brewer (2000:58) 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 (2008:80). 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
 9

classification includes brand as a verbal component, whereas Keller (2003:352), for example, considers
packaging as one of the five elements of the brand, together with name, logo, graphic symbol, personality, and
the slogans.
Silayoi & Speece (2004:610) 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 (2004:612) 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: 264).
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 2005:105). The package design must
show at once the intended use, 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 2004:95).
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 2005:107).
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 bottle can shaped in such a way that its normal position is inverted (less time to remove a
 10

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 2000:108).
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 no name 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 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.
Ways to Make a Package Successful
As the developer of a package, you should:
 plan far enough ahead to ensure that no important aspects will be overlooked
 build the package around a core activity or attraction that is appealing to the target market price the
package competitively package compatible activities and services together, based on the market group
you expect to attract
 ensure that quality can be maintained
 pay attention to details and impress your customers with your professionalism
 communicate clearly with your customers to avoid surprises when they arrive earn an acceptable profit!
There are Steps used in developing a package. First, you need to have an idea in mind of what you think your
package might look like. Then you can explore its feasibility by following the six steps.
Determining Your Goals and Objectives
Goals and objectives can vary from package to package. Clearly articulate the goals for your proposed
package.
These may be:
to bring new visitors to your region
to develop new markets and diversify your products
to increase income during shoulder seasons
to partner with an upcoming event
to diversify economic development in your community
Identifying Strengths and Opportunities
You may need to carry out an inventory of the existing tourism services, attractions and strengths in
your region as a way to identify new opportunities. In addition, you may need to realistically assess your
personal and business strengths and abilities in order to help clarify how you fit into the package.
An inventory of the existing services and attractions in your region may include an analysis of:
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your product and services

transportation availability
physical attractions
natural history and wildlife
cultural and heritage attractions
entertainment
special events and their dates
guides, naturalists and interpreters
accommodations
restaurants
Identifying Target Markets
 Identify as specifically as possible your expected markets for the package. Be sure to identify their
characteristics, origins and motivations.
 There may be more than one market for a package; each should be clearly identified.
 Identify market research information you need in order to confirm the proposed markets, e.g. research
into what age group might be expected to participate in hiking trips in the Canadian Arctic.
 Identify the research tools you will use to find out more about the target market, e.g. questionnaires,
focus groups.
Developing the Package
Determine the potential components to be included, considering your strengths and opportunities and
your target market. Then develop the itinerary.
Will you include any or all of the following?
transportation (and transfers)
accommodations (e.g. hotels, campsites, lodges, bed and breakfasts)
relevant services (e.g. meet and greet, translators, guides, outfitters, naturalists, rentals, instructors,
hosts, interpretative guides)
meals (e.g. snacks, main meals, beverages)
attractions, entertainment, activities (e.g. museums, parks, community events, galleries, sporting events,
hiking)
extra items (e.g. mementoes, coupons, welcome breakfasts, greeting from the mayor)
fees, admissions and service charges
Obtaining Partners Services and Suppliers
Traditional competitive business means being self-sufficient, trying to control all of the operational
services, employees, infrastructure and marketing as a single company.
A new, emerging trend is to shift to partnerships by focusing on your basic products and services and
then by collaborating with others to help reduce your costs while making your business more appealing to
target markets. This allows you to share expertise and offer a better experience to clients. It also allows you to
concentrate on what you do best.
Obtaining suppliers, services and partners occurs in the areas of, for example:
entertainment, e.g. music, storytelling, cultural performers, artisans
accommodations
travel transportation/charters
meal suppliers, e.g. restaurants, caterers, community organizations
rental services, e.g. skis, bicycles
local businesses, e.g. retail
guides, e.g. tour guides, scientists, aboriginal guides, non-government staff, etc.
Pricing the Package
 12

There are calculations involved in pricing a package. Use the Pricing Worksheets that follow the
description of these seven calculations to price a package that you wish to produce.
Chapter three
Research methodology
Design of the study
This research work has been designed to survey an appraisal of product packaging in hospitality
industry in Nigeria, with focus on standard hotels in Nigeria. The research is aimed at the appraisal of product
packaging in the hotel industry.
Area of the study
In this work, the area of the study is Sea Gate Hotels and Suites, Seagate Hotel and Suites Awka
is one of the top best hotels in Nigeria. Seagate Hotel and Suites Ltd Awka is the place where
hospitality meets satisfaction. They provide comfort, hospitality, satisfaction and security that
will make you suprise yourself.

Seagate Hotel And Suites Awka is the perfect place for your meetings, seminars, conferences
and relaxations. They offer corporate clients as well as our walk in guests a perfect blend of
relaxation, activities, and African tradition delicately infused to meet the highest international
standards. Seagate Hotel and Suites Awka offers Room accommodation, Restuarant services,
Conference and event services, Bar services, Laundry services, Swimming and much more. the
research shows that the hotel is been equipped with modern hotel facilities, free internet
services, laundry services, free car wash, medical services, and much more which are poised to
offer you excellent services as they look forward for the opportunity to do so for you and your
organization. Seagate Hotel and Suites Ltd is a budget hotel in Awka, Anambra State
Population of the study
The population for this research work consists 1,693 workers and consumers of selected hotels industry
in Nigeria.
Sample of the study
The researcher used random sampling in selecting the respond cuts. Out of the total of staffs and
customers which is 1,693 respondents were selected randomly.
Instrument for data collection
The researcher consulted relevant hotels and materials of the hotel industry. These materials include
text books, journals, project and newspapers. Also questionnaires were used in sorting the primary data.
Validation of the instrument
The researcher drew up questionnaire and text the sample questionnaire to some prominent, eminent
and expert people that have been constructing questionnaires of various designs to help construct it in such a
way that the questionnaire will elicit the required responses from the respondents.
Distribution and retrieval of instrument
The questionnaire was constructed and given to all the respondents, questionnaires were distributed to
personnel managers and employees to this department. All the questionnaires administered were properly filled
and returned.
Method of data analysis
The data collected for this use of percentage and presented in tables. These results were also for testing
the researchers questions and decide the study.
 13

Chapter four
Data presentations and analysis
Data collected in the course of this study was analyzed and interpreted through the use of table is constructed
to show the distributions of various variables and the results were represented in percentages.
Sex Frequency Percentage
Male 50 15
Female 274 85
Total 324 100
The table shows that 50 (15%) of the respondents are males while 274 (85%) of the respondents are females.
Age distribution of respondents
Age Frequency Percentage
Under 30 130 40.1
30-40 89 27.5
41-50 82 25.3
51-above 23 7.1
Total 324 100
The table shows that 130 (40.1%) of the respondents are under 30 years of age, 89 (27.5%) are between 30-40
years old, 82 (25.3%) are 41-50 years old while 23 (7.1%) are 51 years and above.
Marital distribution of respondents
Marital status Frequency Percentage
Singe 168 52
Married 150 46
Others 6 2
Total 324 100
Table shows that 168 (52%) of the respondents are single, 150 (45%) married while 6 (2%) are widows,
widower and divorces.
Educational qualification of respondents
Qualification Frequency Percentage
SSCE/GCE 25 8
OND/NCE 50 15.4
HND/BSC 170 52.4
MSC/MBA/Others 79 24
Total 324 100
Table shows that 25 (8%) of the respondents are SSCE/GCE holders, 50 (15.4%) are OND/NCE holders, 170
(52.4%) HND/BSC holders while 79 (24%) of the respondents are either MSC/MBA or other professional
certificate holders.
Occupational status of respondents
Occupation Frequency Percentage
Civil servant 79 23.4
Trader 101 31.1
Student 105 32.4
Others 42 13
Total 324 100
The table shows that 76 (23.4%) of the respondents are civil servants, 101 (31.1%) traders, 105 (32.4%)
students while 42 (13%) are either house wives or are not working.
Positions of respondents in the hotel
 14

Rating Frequency Percentage

Senior staff 6 21
Junior staff 10 34
Contract staff 13 45
Total 29 100
The table shows that 6 (21%) of the respondents are senior staff, 10 (34%) are junior staff while 13 (45%) are
contract staff.
Table packaging serve a competitive tool
Rating Frequency Percentage
Strongly agree 200 60
Agree 100 20
Strongly disagree 20 18
Disagree 4 2
Total 324 100
The table shows that 200 (60%) of the respondents strongly agree, 100 (20%) agree, 20 (18%) strongly
disagree while 4 (2%) disagree that packaging serves as a competitive tool.
Table: Product help to promote and manage the hospitality industry
Rating Frequency Percentage
Strongly agree 224 84
Agree 90 10
Strongly disagree 5 3
Disagree 5 3
Total 324 100
The table shows that 224 (85%) of the respondents strongly agree, 90 (10%) of the respondents agree, 5 (3%)
of the respondents strongly disagree while 5(3%) of the respondents disagree that packaging helps promote and
manage the hospitality industry.
Packaging creates immediate recognition
Rating Frequency Percentage
Strongly agree 124 50
Agree 100 40
Strongly disagree 50 5
Disagree 50 5
total 324 100
The table shows that 124 (45%) of the respondents strongly agree, 100 (40%) agree, 50 (5%) strongly disagree,
and 50 (5%) disagree that packaging creates immediate recognition.
Packaging promotes the image of the industry
Rating Frequency Percentage
Strongly agree 200 90
Agree 124 10
Strongly disagree - -
Disagree - -
Total 324 100
Table shows that 200 (90%) of the respondents strongly agree that packaging promotes the image of the
industry while 124 (10%) agree, while strongly agree and disagree are empty.
Chapter five
Summary, conclusion and recommendations
 15

Summary
It is important for hotels to identify the profitability of each component in a given package. Food and
beverage products have different margins than room nights, guided sight seeing or car rental margins differ
from spa treatments. High margin and low margin items may be bundled together just fine, however the overall
revenue impact and profitability implications need to be clearly identified and aligned with the hotel’s strategic
marketing purposes.
The following findings were made in analyzing the data:
packaging as a way of increasing the sales of their products.
Packaging has gone beyond its traditional role of product containment and
Good and attractive packaging creates impulse buying in consumers.
Most Nigerian hotels are not able to design good package for their product to reflect the quality of the product.
Packaging increases the total cost of a product.
Consumers attach the quality of a product to its packaging.
Good packaging decision can improve image and brand of a product.
Conclusion

There is a tremendous potential in value added packaging. From the guests’ perspective we see a
preference for one-stop shopping (driver: convenience) and inclusiveness (driver: value). From the service
providers’ perspective value added packaging is a well invested effort that helps generate more revenue, boost
occupancy and maximize profitability of hotels.

Since packaging is a dynamic force and the flag bearer of branded products in our society, influencing
consumer buying behaviour, Sea Gate Hotels and suites should see it as a competitive tool and not toil with it
because it projects the good image, brand and quality of a product while serving as a live wire to sales volume
and product protection.
Recommendation
Based on the findings of this research work, the researcher recommends that
1. Sea gate Hotels should periodically evaluate how consumers respond to their product packaging so as to
enhance the competitiveness of their products in the market.
2. Sea gate hotels and suites should always ensure that their packaging appeals to their consumers which will
increase the sales of their products.
3. Hospitality industry should ensure that the packaging reflects the quality of their product.
4. Since packaging brings real benefit to every firm that package their products,
hotels should always include packaging in their product decision so as to create a good image of their product
and build brand equality in the minds of their consumers.
5. Since packaging plays a role in production, preservation, distribution and marketing of goods, firms should
treat packaging with utmost importance in product packaging budgetary allocation.
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