The relevance of packaging on the marketing performance of a manufacturing firm – case study of Unilever Nigeria Plc, Aba

Description

Abstract

The relevance of packaging on the marketing performance of a manufacturing firm – case study of Unilever Nigeria Plc, Aba. This research is aimed at revealing the relevance of packaging on the marketing performance of manufacturing firms. The quasi-experimental research design was adopted in this study. The population covers the management and staff of Unilever plc, while the judgmental sampling technique was adopted in selecting the population to whom questionnaires were administered. The information from the questionnaires was presented and analyzed using the table and percentage method. The statistical tool used in testing the hypothesis is the chi-square (X2) test. The research findings reveal that packaging contributes to growth in the market share of the manufacturing firm.  It also observed that there is no correlation between packaging and the profit growth of the organization. Based on these findings, the researcher recommends that organizations should adopt packaging as one of its major marketing objectives. Also recommended that government should endeavor to set policies guiding the packaging of consumer goods to ensure adequate protection of consumer health.