Historically, management has considered packaging significantly only for the purpose of containing the product and had assigned the sole responsibility of packaging to the production department.
However, modern marketing managers regard packaging as a supplementary promotional tool for their product. It has been shown that in self service store, it is packaging that does selling, no wonder it is often regarded as the silent salesman.
1.1. BACKGROUND OF THE STUDY:
Packaging involves enclosing mechanize in a consumer for marketing display, sanitation, convenience in handling and use of safety and preservation.
Since 1979, when folding cartons was discovered, the packaging industry has grown steadily with period of rapid expansion occurring intermittently. The major revolution merchandising era when mass production teaching were inaugurated and individual sealed packaging replace bulk merchandize.
The most commonly used packaging materials include corks, asbestos, rubbers, plastics papers and several types of strong materials, such as lead glass, packaging has gone all the way back to the down of industry when primitive societies carry barriers centuries packaging primary roles was to hold, protect and transport goods from manufacturers to the users of industry goods.
A package therefore keeps a product intact and available to the final consumers in its original states, protecting the quality of the product from physical damage where the traditional purposes.
Kotler, (1984) defined packaging as the activities of designing and producing the containers for a product. He added that the containers is called the packaging and it might include there levels the primary (that contains the conduit) the secondary (that covers the primary containers) and the territory (that protect the entire product designing haulage). The type and levels of packaging adopted depends on the types of product market. Promotion on the other hand represents all those activities embarked upon the company to communicate its product merits and to persuade target customers to buy them.
Arowomole and Adeyemi (2004) defined packaging as the general group of activities in product planning that involves designing and producing the container or wrapper for a product. Packaging provides two major services for both consumers and produces that is it services as a product measure for the product and also promotional device. Some packages such as coke bottles are world famous.
Materials used to product goods, also as opportunity to present the brand and logo.
Packaging has recently been in importance at times it becomes very difficult to determine whether greater emphasis should be put on the productive function of packaging than on its promotional function. Formerly, most firms saw packaging as only a container for the physical product without realizing the other marketing importance of the product package especially its importance towards the promotion of the product. Due to the increase importance which is presently attached to promotional functions of be regarded as “any person” jobs.
The job of product packaging now rest on the hands for quality product managers or specialist trained in that particular field of marketing most organizations for more covalent package has pushed marketing managers to develop packaging with more acceptable materials, shapes and forms.
Poor packaging kills a product and can also dissatisfaction among channel intermediaries.
1.2. STATEMENT OF PROBLEM:
Despite the fact that numerous studies in the past have contributed to the theoretical and practical knowledge on packaging, demonstrated that packaging plays sufficient role in marketing of goods and services from all sectors of productive economy, yet quite a number of small and large scale manufacturers have shown less concern to packaging their product effectively.