AN ANALYSIS OF THE ROLE OF PACKAGING IN MODERN MARKETING (A CASE STUDY OF ISO GLASS, IBADAN, OYO STATE)

ABSTRACT:

This study investigates the crucial role of packaging in modern marketing, focusing on Iso Glass Plc, a prominent glass manufacturing company located in Ibadan, Oyo State, Nigeria. The research aims to elucidate how effective packaging strategies can significantly enhance market perceptions and consumer behavior. The introduction discusses the foundational concepts of packaging, highlighting its evolution into what is often termed the fifth “P” of marketing, alongside product, price, place, and promotion. The methodology section outlines a comprehensive approach, involving qualitative and quantitative analyses to assess packaging’s impact on consumer decisions. Primary data were collected from various stakeholders, including consumers and distributors, resulting in an insightful interpretation of packaging’s influence on purchasing patterns. Key findings suggest that superior packaging not only communicates product features effectively but also plays a pivotal role in consumer engagement and company turnover. This research addresses inherent challenges in packaging within the glass industry and provides actionable recommendations for improving packaging practices. Furthermore, it emphasizes the need for strategic innovation in packaging to capture consumer attention and foster brand loyalty. Overall, this study serves as a critical resource for manufacturers looking to enhance their marketing efforts through improved packaging solutions.

Keywords: Packaging, Modern Marketing, Consumer Behavior, Marketing Strategies, Brand Loyalty.

TABLE OF CONTENTS

Title

Approval

Dedication

Acknowledgement

Table of contents

List of tables

Abstract

CHAPTER ONE

Introduction

1.1 Background of the study

1.2 Statement of the problem

1.3 Purpose of the study

1.4 Significance of the study

1.5 Assumptions of the study

1.6 Research questions

1.7 Scope of the study

1.8 Definition of terms

CHAPTER TWO

LITERATURE REVIEW

2.1 INTRODUCTION

2.2 Summary of 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 Sample of the study

3.5 Instrument for data collection

3.6 Validation of the study

3.7 Distribution and retrieval of instrument.

3.8 Method of data analysis.

CHAPTER FOUR

4.0 DATA PRESENTATION AND ANALYSIS

4.1 Data presentation and interpretations

4.2 Discussion of findings

CHAPTER FIVE

SUMMARY CONCLUSION AND RECOMMENDATION

5.1 Summary of the findings.

5.2 Conclusion

5.3 Recommendations

5.4 Limitation of the study

5.5 Suggestion for further research.

RRFERENCES

APPENDIX A

APPENDIX B