A STUDY ON THE IMPORTANCE OF BRANDING AND

PACKAGING ON THE PRODUCTIVITY OF LOCALLY MADE

PRODUCTS
(THE CASE OF SUPREME PAINTS LTD, KADUNA)

BY

AMOS JOSHUA ADAGAZU

SU14104001

A RESEARCH PROJECT SUBMITTED TO THE DEPARTMENT OF

MANAGEMENT SCIENCES, COLLEGE OF MANAGEMENT AND
SOCIAL SCIENCES, SALEM UNIVERSITY LOKOJA, IN PARTIAL
FULFILLMENT OF THE AWARD OF BACHELORS DEGREE
([Link]) IN BUSINESS ADMINISTRATION

JUNE, 2018.

1
 DECLARATION
I, Amos Joshua Adagazu, hereby declare that this project has been written by me
based on my research findings. All materials that were consulted have been fully
acknowledged. This project Report has not been submitted elsewhere for the award
of a degree. However, I accept the responsibility for errors committed in this script.

Name: Amos Joshua Adagazu Sign…………… Date……………

2
 CERTIFICATION
This is to certify that, this project has been read and approved as having met the
requirement of the Department of Business Administration, College of
Management and Social Sciences, Salem University, Lokoja for the award of
Bachelor of Science ([Link]) in Business Administration.

Prof. (Mrs) D. O. Oluwade ……………….. ……………

Project Supervisor Signature Date

Dr. David Olopade …………………. ……………..

Head of Department Signature Date

Dr. Johnson .[Link] ………………... ……………..

Dean, CMSS Signature Date

External examiner …………………. ………….......

Signature Date

3
 DEDICATION
This research project is dedicated to the Almighty God, the Author and finisher of my faith. My
solid rock and pillar throughout this research work.

4
 ACKNOWLEDGEMENT
I give thanks to the Almighty God who gives me good health, strength, knowledge; wisdom and
understanding to enable me accomplish my cherished and long term dream of completing my
academic career up to this level.
My greatest appreciation goes to my parents Mr. & Mrs. Amos Alaku who invested their
resources to make sure I complete my career up to this level. I love you
And to my project supervisor, Professor Dorcas Oluwade (Mrs) who supported me as a mother
and a supervisor throughout the course of writing this project. Ma, words are not enough to show
how elated I am to be your supervisee. May God reward you.
My regards also go to my lecturers who with their known knowledge impacted a dependable
knowledge on my person. Am highly grateful and indebted to you all. I am very grateful and I
appreciate your professional advice and guidance.
My appreciation would be incomplete without the acknowledgement of my dear friends: Nimfa
Daniel, Divine Solomon, Hannah Felix, Bege Samson to name a few, who supported me
academically.
I also acknowledge all my course mates from the department of Business Administration of set
2014/2015.
My lovely siblings Caleb, David, Hannah, Emmanuel, are not also left out for their unending
love towards me.

5
 ABSTRACT
This study sought to determine the importance of packaging and branding on marketing
productivity of locally made products with Supreme Paints Ltd Kaduna as the focal point of
study. A descriptive research was conducted and a purposive sampling technique was used to
select one hundred (100) staff out of the company. The instrument for the study was the
questionnaire. Data collected were analyzed by the use of descriptive statistics-frequency and
simple percentages. The finding of the study revealed that the firm under study adopted the
manufacture brand name for its products that it branded its product to serve as basis for
advertising. Furthermore, it revealed that effective package prevents chemical change of the
product and that packaging and branding has the best way of increasing profitability. The
research recommended that companies need to have good brand for their products by employing
brands managers, and that packaging technologist should be engaged in making packaging
decisions. Also, it was recommended that more funds and time should be devoted by firms for
packaging and branding.

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TABLE OF CONTENTS
Title page-----------------------------------------------------------------------------------------------i
Declaration---------------------------------------------------------------------------------------------ii
Certification--------------------------------------------------------------------------------------------iii
Dedication----------------------------------------------------------------------------------------------iv
Acknowledgements-----------------------------------------------------------------------------------v
Abstract-------------------------------------------------------------------------------------------------vi
Table of contents--------------------------------------------------------------------------------------vii
CHAPTER ONE: INTRODUTION
1.1 Background to the study------------------------------------------------------------------------1
1.2 Statement of the problem------------------------------------------------------------------------2
1.3 Research Questions-------------------------------------------------------------------------------3
1.4 Objectives of the study---------------------------------------------------------------------------3
1.5 Statement of Hypotheses-------------------------------------------------------------------------4
1.6 Significance of the study--------------------------------------------------------------------------5
1.7 Scope of the study ---------------------------------------------------------------------------------5
1.8 Limitations of the study---------------------------------------------------------------------------5
1.9 Definition of Terms------------------------------------------------------------------------------- 6

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 Introduction--------------------------------------------------------------------------------------- 7
2.2 Conceptual Framework-------------------------------------------------------------------------- 7
2.3 Theoretical Framework-------------------------------------------------------------------------- 10
2.4 Empirical Study---------------------------------------------------------------------------------- 13
2.5 Scope of Packaging and Branding of Products---------------------------------------------- 17
2.6 Reasons Why Firms Package and Brand their Products------------------------------------ 21
2.7 Effects of Packaging and Branding on Firms’ Productivity------------------------------- 23
2.8 Factors that has Contributed to Packaging and Branding as a Marketing Tool---------24
2.9 Relationship Between Branding and Economic Development----------------------------25
2.10 Summary of the Review------------------------------------------------------------------------ 26
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction---------------------------------------------------------------------------------------- 27
3.2 Research Design----------------------------------------------------------------------------------- 27
3.3 Study Population---------------------------------------------------------------------------------- 27

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3.4 Sample Size and Sampling Techniques--------------------------------------------------------28
3.5 Instrument for Data Collection------------------------------------------------------------------- 28
3.5.1 Validity of the instrument------------------------------------------------------------------------28
3.5.2 Reliability of the Instrument ---------------------------------------------------------------------28
3.6 Method of Data Collection-----------------------------------------------------------------------29
3.7 Method of Data Analysis-------------------------------------------------------------------------29
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction---------------------------------------------------------------------------------------31
4.2 Data Presentation and Analysis-----------------------------------------------------------------31
4.3 Test of Hypotheses--------------------------------------------------------------------------------44
4.4 Discussion of findings----------------------------------------------------------------------------54
CHAPTER FIVE: SUMMARY OF MAJOR FINDINGS, CONCLUSIONS AND
RECOMMENDATION
5.1 Introduction---------------------------------------------------------------------------------------56
5.2 Summary------------------------------------------------------------------------------------------56
5.3 Conclusions---------------------------------------------------------------------------------------56
5.3.1 implication of the Study-------------------------------------------------------------------------57
5.4 Recommendations-------------------------------------------------------------------------------- 58
5.5 Contribution to Knowledge---------------------------------------------------------------------58
5.6 Suggestions for Further Research-------------------------------------------------------------- 58

References-------------------------------------------------------------------------------------------------60
Appendix i-------------------------------------------------------------------------------------------------------
---------------62
Appendix ii------------------------------------------------------------------------------------------------------
---------------63

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 CHAPTER ONE

INTRODUCTION

1.1 Background to the study

From time immemorial, the function of marketers has been product development to ultimate

consumption by consumers. For this function to be carried out effectively, integrated marketing

is usually used. And the only way to satisfy the consumer needs is to obtain relevant

information for decision making are essential to satisfy the consumer (Adeleke 2003).

Consumer satisfactions as well as satisfaction of organization goals are two issues in the

marketing concept that cannot be treated in isolation. The activities of the firm should be

mutually beneficial to the consumer and the firm. The consumer has total freedom of choice

and cannot be forced to buy a product whose price is expensive. The firm also has choice. It is

not obliging to produce goods at the cost more than the consumer can pay. It is only satisfying

consumer that long run profit can be achieved. And consumers are satisfied when the

performance of the product or service is in relation to his or her expectations (Schiffman,

2009).

Consumers, in the present day when deciding to purchase any product, consider the brand

name of the product, and the type of package that encloses the product. This is because both

concepts add value to the product and the satisfaction derived from consumers when using the

product. As result of these facts manufacturing firms, pay more attention to the key area of

branding and packaging of their momentous product, (Kotter 2001).

A product could be conceived as consisting of the generic form and the augmented form. The

generic product refers to the basic object or service that is offered to the target market. The

augmented product consists of the generic product plus solicited and unsolicited extras. It is

9
packaging and brand name that constitute two of these extras. (Ronald J. 2005) stated that

packaging refers to a physical container in which a product is sold, advertised or protected.

Branding consists to everything intended to identify a product and distinguish it from those of

its competitors.

Solicited and unsolicited extra are target producing cognitive consonance, which is positive

post purchasing feeling, a feeling of dissatisfaction, while cognitive consonance may lead to

repeat purchasing of a product, cognitive dissonance may lead to the consumers rejecting the

products in the future. A good marketer strives to generate respect buys and so deliver not only

the generic product but product augmenting. Extras (good packaging buys for products and

good branding strategy) that assure full satisfaction to consumers.

On the part of the marketer or firm, not only does the firm record high sales volume as a result

of effective packaging and branding of his product, he also earns a good corporate image from

the target market or consumer that purchase his well packaged, branded and labeled products.

Therefore, this study seeks to find out the effects of packaging and branding of marketing

productivity of locally made product; a case study of Supreme Paints Ltd, Kaduna.

1.2. Statement of the Problem

This study intends to find out the effects of packaging and branding on marketing productivity

of locally made product with Supreme Paints Lid. Being out local point study.

It is generally known by marketers that the nature of a product affect consumer’s behavior

toward it. A product that is not well packaged and branded is not usually purchased by

consumers. In this, many firms pay little attention to the areas of packaging and branding of

their products. Most products are poorly packaged and as a result, they record low sales

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volumes, which may not even lead to break-even point on the part of the producing firms.

Hence, losses may occur.

Furthermore, the kind of brand names used for a product by a marketer also has to be one that

can dominate that of its competitors producing the same product. However, marketers do not

take much time to make good branding decision. As a result of this, the product is not well

communicated to the target market, hence leading to low sales results.

Could it be that such firms or marketers do not have adequate capital to embark upon good

packaging for their products?

1.3. Objectives of the Study

The objectives of this study are the following:

1. To examine the scope of packaging and branding of product.

2. To find reasons whyfirms package and brand their products.

3. To find out the effects of packaging and branding on firm’s marketingproductivity.

4. To identify the factors that has contributed to packaging and branding as a marketing

tool.

5. To find out the relationship between branding of products and the creation of

corporate images.

1.4 Research Question

For the purpose of this study, the following research questions are being asked:

1. What is the scope of branding and packaging of products?

2. What are the reason for firm’s branding and packaging of its products?

3. What is the level of effect of packaging and branding on the marketing productivity of

the firm’s products?

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4. What are the contributing factors to the growth of branding and packaging as a

marketing tool?

5. What problems are encountered by the firm in making branding and packaging decision

for its products?

1.5 Statement of Hypotheses

1. H0: there is no scope for branding and packaging of product.

H1: there is scope for branding and packaging of product.

2. H0: there are no reasons for firm’s branding and packaging of its products.

H1: there are no reasons for firm’s branding and packaging of its products.

3. H0: there is no level of effect of packaging and branding on marketing productivity of

firms products.

H1: there is a level of effect of packaging and branding on marketing productivity of

firms products.

4. H0: there are no contributing factors to the growth of branding and packaging as a

marketing tool.

H1: there are contributing factors to the growth of branding and packaging as a

marketing tool.

5. H0: there are no problems encountered by firm in making branding and packaging

decision for its products.

H1: there are problems encountered by the firm in making branding and packaging

decision for its products.

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1.6 Significance of the Study

The study will be useful to manufacturers in knowing that good packaging and branding leads

to both high sales volume and creates good corporate images and identified through repeated

buying by consumers.

The study will be useful to consumers in knowing that they have the right to well packaged and

branded products so as to be selective in buying quality products.

It also pinpoints the various brand name decisions that will be useful to various categories of

manufacturers.

These research work will contribute to the existing wealth of knowledge in the areas of product

packaging and branding.

Finally, it will help to provide valid information for future researchers on the topic.

1.7 Delimitation / Scope of the Study

The study was delimited to:

1. The staff of the production and marketing departments of Supreme paints ltd.

2. Five (5) variable as listed in the research questions

3. The use of questionnaire as the instrument for data collection.

4. The use of descriptive statistics- frequencies and simple percentages.

5. Only Sixteen respondents.

6. The used of survey design in conducting the research.

1.8 Limitations of the Study

The researcher in carrying out thisstudy was faced with many limitations, which included:

1. Financial constraint

2. Limitation of time

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3. Physical capacity of the researcher, and

4. The non-cooperative attitude of some of the scope of the study

1.9 Operational Definition of Terms

For easy comprehension of the study, it is necessary for the following terms to be defined;

1. Advertising: Advertising refers to as any form of non-personal communication through

the mass media that is paid for by an identified sponsor. Nonyelu (2004).

2. Brand Equity: Brand equity refers to a set of brand assets (or liability) linked to the

brand that adds (or subtracts) value.

3. Brand Loyalty: Brand loyally means the level of trust and faith that consumers have

for a particular product as a result of satisfaction they derive formed consuming it.

4. Corporate Image: Corporate image is the way the public perceived the company or its

product, either in a positive way or a negative way due to the activities of the company towards

its consumer’s. (Kotler 2007).

5. Product: A product is the sum of the physical, psychological and physiological and

sociological satisfactions the buyer derives from purchase, ownership and consumption. (Paul

Peter, 2006).

6. Promotion: promotion encompasses all communication efforts aimed at generating sales

or services and the organization itself (Kotler 2001).

7. Target Market: The target market refers to the particular group of consumers that a

market intends to make sales of his product to.

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 CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 Introduction

This chapter deals with the review of relevant literatures on the research topic as well as

explained terminologies with regards to the importance of branding and packing on marketing

productivity of locally made products. The review of related literature is broken down into

conceptual review, theoretical review and empirical review. The reason for breaking down the

outline is to provide an elaborate approach to the research topic.

2.2 Conceptual Framework

Packaging can be thought as a system of building blocks. The smallest size units are the retail

or consumer packages of cartons one seen on the shelves of stores. The building block

hierarchy is important to remember because each of the different building blocks is inside

another and their total effect must be to protect the product. He further states that packaging is

the container or wrapping for a product item.

In the view of (Kotler 2000), packaging includes the activities of designing and producing the

container for a product. The container is called the package and it might include up to the three

levels of materials. For instance, the aftershave lotion is a bottle (primary package) that is in

the cardboard box (secondary package) that is in a corrugated box (tertiary package) shipped

containing many dozens of the product.

Packaging has come to stay as a potent marketing tool. Well-designed packages can create

convenience and promotional values. Many marketers have called packaging a fifth P along

with price, product, place and promotion. However, most marketers treat packaging as an

element of the production mix strategy.

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Packaging can be considered as having many functions or uses. However, (Kotler 2000),

classified the functions of packaging into three and they are;

(a) Protective functions

(b) Utility factor functions and

(c) Promotional functions

Protective packaging must perform the following functions:

i. To protect the materials themselves and to protect them from other items.

ii. To restrain them from undesired movements within the containers when in transit.

iii. To separate the contents or prevent undesired contact, such as through the use of

corrugated fiberboard partition used in the shipment of glassware.

iv. To cushion the content form outside vibration and shocks.

v. To support the weight of identical containers this will be stacked above fore fairly

uniform weight distribution within the package for easy handling.

vi. To provide for fairly uniform weight distribution within the package easy handling.

The utility factor functions include the offer of:

i. Convenience in handling, storage and opening of package at all stages of distribution.

ii. Reduced transportation costs.

iii. Opportunities for package re-use in the storage of the item once the original product is

consumed, e.g. plastic and aluminum containers.

The promotional functions of packaging are;

i. To create a favorable product image, whereby the package has frequently represented

the product symbolically to cover its buying advantages.

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 ii. Packages are often the major ways in which narrowly differential products are

distinguished.

iii. Packaging helps in establishing of corporate identity for the company’s product.

iv. The package must be easy to arrange on shelves and at the same time should attract the

potential consumer.

product packaging is an integral component of a product and it plays an important role in its

salability. Packaging is no longer a mere outer covering of a product for its protection; it is very

much a contributing factor for its increasing marketability. A vividly beautiful packaging of a

product, to some extent, develops a positive image about it in the minds of the consumers. Thus

packaging is not merely used as a means of product’s protection during transportation and

storage but it is also used as a marketing and promotional tool.

Earlier the role of packaging was merely to protect the product from sun and dust and also from

damage during handling. With advancement of the nations, new legislation has been

incorporated for the merchandising of the goods. This has resulted into the importance as well as

the necessity for an appropriate quality and type of packaging.

Today marketing is a game of names of brands who sell the most in the market place. Lee

Cooper, Coca-Cola, Pepsi and Reebock are the status icons for young and old alike. These

brands speak for the prestigious and social stature of any persons.

The present era of cut throat competition has enabled the consumer to select the brand of product

to be consumed from amongst a vast number of competing brands. This availability of brand

choice has resulted into a fast eroding of the consumer’s loyalty for a particular brand.

Consumers are not resorting to more of impulse buying and are eager to try new brands. Hence

17
the companies today not just take research and development activities for improving the product

quality but also try to add value to their products means of via innovative packaging.

2.3 Theoretical Framework

The following theory was considered in this study;

The Theory of Attractive Quality

The theory of attractive quality was propounded by Herzberg’s Motivator-Hygiene Theory (M-H

Theory) in behavioral science, Professor Kano and his co-workers developed the theory of

Attractive Quality. The theory discusses the distinction between satisfaction and dissatisfaction

which was first introduced in the two-factor theory of job satisfaction by Herzberg, Bernard and

Snyderman (1959).

In essence, the theory posits that the factors that cause job dissatisfaction are different from the

factors that cause job satisfaction. The Theory of Attractive Quality is useful to better understand

different aspects of how customers evaluate a product or offering (Gustafsson, 2003). Over the

past, this theory has gained increasing exposure and acceptance and it has been applied in

strategic thinking, business planning, and product development to demonstrate lessons learned in

innovation, competitiveness, and product compliance (Watson, 2003)

According to Kano (2001), The Theory of Attractive Quality originated because of the lack of

explanatory power of a one-dimensional recognition of quality. For instance, people are satisfied

if a package of milk extends the expiry date of milk and dissatisfied if the package shortens the

expiry date of milk. For a quality attribute such as leakage, people are not satisfied if the package

does not leak, but are very dissatisfied if it does. The one-dimensional view of quality can

explain the role of expiry dates but not leakage. To understand the role of quality attributes,

Kano et al., (2000) present a model that evaluates patterns of quality, based on customers’

18
satisfaction with specific quality attributes and their degree of sufficiency. On the horizontal axis

in the Kano diagram (see Figure 1) the physical sufficiency of a certain quality attribute is

displayed and the vertical axis shows the satisfaction with a certain quality attribute (Kano, et al.,

2000). The theory explains how the relationship between the degree of sufficiency, and customer

satisfaction with a quality attribute, can be classified into five categories of perceived quality:

‘attractive quality’, ‘one-dimensional quality’, ‘must-be quality’, ‘indifferent quality’ and

‘reverse quality’. According to Kano et al., (2000) their ideas are similar to quality theories

suggested by Mizuno and Ishikawa, but in addition to theory, Kano and his co-workers also

provide us with a methodology for use.

Attractive quality attributes can be described as surprise and delight attributes, and provide

satisfaction when achieved fully but do not cause dissatisfaction when not fulfilled (Kano, et al.,

2000). These are attributes that are not normally expected e.g., a thermometer on a package of

milk showing the temperature of the milk. Since this type of quality attributes often unexpectedly

delight customers, they are just as often unspoken. An example of this is Dr. W. Edwards

Deming’s rather bantered statement: “The customer never asked Mr. Edison for a light bulb”

(Watson, 2003). Researchers have emphasized the importance of attractive quality creation

(Kano, 2001, Yamada, 2000) since it seems like this dimension has been neglected by quality

specialists who have tended to focus on how to eliminate things gone wrong (Kano, 2001).

One-dimensional quality attributes result in satisfaction when fulfilled and result in

dissatisfaction when not fulfilled (Kano, et al., 2000). These attributes are spoken and are the

ones with which companies compete (Gustafsson, 2003). For example, a new milk package

which is said to contain 10% more milk for the same price is likely to result in customer

satisfaction, but if it actually only contains 6% more milk, it is likely that the customer feels

19
misled which results in dissatisfaction. Must-be quality attributes are taken for granted when

fulfilled but result in dissatisfaction when not fulfilled (Kano, et al., 2000). In our example with

the package of milk these attributes can be represented by leakage. Customers are dissatisfied

when the 7package leaks, but when it does not leak the result is not increased customer

satisfaction.

Since the customer expects these attributes and views them as basic, it is not likely that they are

going to tell the company about them when asked about quality attributes. They assume that

companies understand these product design fundamentals (Watson, 2003). There are two more

quality dimensions; indifferent quality attributes and reverses quality attributes (Kano, et al.,

2000). The first one refers to aspects which are neither good nor bad and consequently they do

not result in either customer satisfaction or customer dissatisfaction. The latter refers to a high

degree of achievement resulting in dissatisfaction (and vice versa; a low degree of achievement

resulting in satisfaction) and to the fact that not all customers are alike. For example, some

customers prefer high-tech products while others prefer the basic model of a product and will be

dissatisfied if a product has too many extra features (Gustafsson, 2003). The theory of attractive

quality predicts that product attributes are dynamic, i.e., over time an attribute will change from

being attractive, to one-dimensional, to must-be, to indifferent. Kano et al., (2001) provide

empirical evidence for the dynamics of the remote control for a television that has followed a life

cycle such as the following: Indifferent quality Attractive Quality One-dimensional Quality

Must-Be quality. By investigating customer perceptions of remote controls through Kano

questionnaires in 2000, 2001, and 2002, Kano (2001) shows that the remote control was an

attractive attribute in 2000, a one-dimensional attribute in 2001, and in 2003 the remote control

had turned into a must-be item.

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2.4 Empirical Review

The intentions of consumer for procuring anything depend upon the intensity of his/her desires to

satisfy his/her needs. Consumers have expectations that anything he is buying will satisfy his

needs (Kupiec and Revell, 2001).

The basic purpose is to fulfill consumer's needs instead of product name. Consequently,

consumer makes buying decision at the moment they encounter different objects rather making

prior decisions. Consumer's purchase decision depends the way he/she is communicated for

anything at store. The packaging becomes a major cause of the consumer’s decision to buy

anything because it is the first introduction of the product which communicates the consumer

that whether a product may (or may not) fulfill his requirements. The product which appears

more suitable to a customer is nearest match for his needs are bought, whereas others are left.

The key factor to convince a customer is to know his needs and to make him understand that a

particular thing is a perfect match of his requirements (Kupiec and Revell, 2001).

However, Marketing experts believe that success is based upon the marketing strategy which

should be used as an appropriate product positioning strategy. As the world is rapidly turning

into global village and with the passage of time business is being expanded, the importance of

using correct type of packaging material is the first introduction of any product to the consumers.

Packaging materials especially for edible goods used to be wasted because of insufficient

packaging materials nowadays. Edible goods in bulk quantities are manufactured and stored for a

long time which leads to maintain timely supply as well as reduces products cost.

Packaging is also a source to provide information about ingredients to the customers and

instruction to use the product, for which there are some legal requirements customers make final

21
choice on the basis of these information for instance there are some products inappropriate for

diabetic’s patients because of having high calories. Hence, instructions on packaging can save

diabetic patients on contrary. There are some ingredients which are prohibited for some specific

religion (as pork is banned in Islamic and Jews preaching) hence through instructions and

ingredients list, Muslims and Jews can avoid such forbidden food. Packaging is a mean of

communication (Keller, 2012).

Packaging properties includes the colors, design, symbols, and messages of food products,

provide people brand acquaintance for example, in a departmental store all kinds of beverages

are kept in same place but consumer of specific brand can easily distinguish his choice because

of difference of color, size and unambiguous shape .Various number of market trends suggests a

growing packaging role as a brand communication vehicle and reducing expenses on traditional

brand building mass media advertising importance of packaging role is acknowledge round the

globe for brand building and consequently the expenses on advertisement has been found

reduced. Once a brand became familiar companies do not have to spend a huge amount on

advertising because consumer will reach the brand automatically. Companies just have to

manage timely deliveries so that meanwhile a consumer may not switch to the nearest

competitors due to availability of the product (Belch and Belch, 2001). With the help of the

packaging images, it helps the consumers to attract towards the products. Packaging is used as a

source of communication and maintains the brand. (Retic and Brewer, 2000).

Consequently, Promotional materials are used to communicate the messages of specific

companies. Most of the branded companies have their particular brand slogans, which influences

consumers towards their products.

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Manufacturers of branded goods are usually faced with certain decision. These decisions are in

the areas of marketing may select from any of the following three marketing options.

(a) market products exclusively under the manufacture’s brand name:

(b) Market products exclusively under of distributor’s brand name:

(c) Market products under a combination of manufacture and distributor brand names. The

next decision level is to adopt either the individual brand name strategy and for family brand

name strategy.

i. Individual Brand Name Strategy: this is strategy requires company to select

distributive brand name for each of its product lines. Lever brother Nigeria Plc. uses the

strategy for its toilet soaps (Lux and life boug) detergents (Omo blue detergent and

surf). The advantages associated with this strategy include.

(a) Each band succeeds or falls on its own without any damage to the

cooperate firm other product line.

(b) It helps the company to diversify its products thereby capturing more

segments of the competitive markets. Example is the Nigeria bottling company with

such brand as sprit, Coca-Cola, Ginget Ale, Fanta, soda Water, etc.

(c) Individual branding encourages brand management, which create

opportunity for avengement and growth of manager within the firm.

(d) Multi-brands offer control to the producer over the distribution and

retailing of the products.

(e) The individual branding strategy permits the firm to search for the best

name for each new product. The major disadvantage of individual brand name is the

enormous cost of adverting and prompting a new product on its merit.

23
 ii. Family Brand Name Strategy: this strategy puts family name on all the products

manufactured by the firm. This strategy is possible through the use of the product

company name. This name is emphasized on each product, its package, advertising and

other promotional matters. We have such family brand names ad national fans,

etc., Busch and Houston (2002) noted that some firm use separate family names for

product lines. Other use separate family brand name to product lines of different price

levels, while other still use family names combined with individual product names. The

advantages associated with family branding strategy include; new product rides on the

good name and reputation of established product. This minimizes the cost of product

introduction.

To consumer it guarantees consistent good quality products. The major disadvantage is the

carry-over effect of unsatisfactory product to the other satisfactory ones this may affect the

overall sales performance of the company as it products may be association with the

unsatisfactory ones.

Once a company decides on its brand name strategy, it faces the task of choosing a specific

brand name. According to kotler (2001), the company could choose the name of a person

(Honda, Estee Lauder), location (America Airlines), Kentucky fried chicken), quality (Safeway

Duracell), Lifestyle (weight watchers, Healthy choice), or an artificial name (Exxon, Kodak.

Among the desirable qualities of a brand name are the following:

a) It should suggest something about the products benefits.

b) It should suggest product quality such as action or color.

c) It should be easy to pronounce, recognize and remember

d) It should be unique and distinctive from existing brand names.

24
 e) It should not carry poor meanings in other countries and languages

f) It should be a legally protectable brand name.

2.5. The Scope of Branding and Packaging of Products

Developing an effective packaging for a new product requires seafarer decisions (Kotler,

2001). The first task is to establish the packaging concept”. Defining what the package should

basically be or do for the additional elements such as size, shape, maternal, on cellophane or

other transparent films, on ad plastic or a laminate tray and so on. Decisions must be made on

tamper proof devices. The various packaging, advertising elements must be harmonized with

decisions pricing, advertising on and other marketing elements. After the packaging is

designed, it must be tested. Engineering tests are conducted to ensure that the package stands

up under normal conditions, dealer tests, to ensure that dealers find the packages attractive and

easy to handle, and consumer tests, to ensure favorable consumer response. Companies in

developing effective packaging 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. All of this packaging creates a major problem in solid waste disposal requiring

huge amounts of labour and energy. It is important that one of the packaging decisions made

by companies can be recycled.

However, Branding is a major product-related decision area. Many definition of branding have

been offered by authors.

According to Ayodele (2008) brand is the name, sign, symbol, brand mark, trademark or

design affixed to goods and services.

25
In the view of kotler (2012) Branding consist of everything intended to identify the goods and

services of one seller or group of sellers and to differentiate them from those of competitors.

He further stated that it includes brand name, logos, symbols, package designs, trademark and

distractive colors. Branding is the cornerstone of marketing.

A brand is a name, term sign, symbol, or design, a combination of them interned to identify the

goods or services of fore seller or group of sellers and to differentiate them from those of

competitors (the American Marketing Association).

In line with this, (Kotler 2000) further sees branding as essentially, a seller’s promise to deliver a

specific set of attributes, benefits and services consistently to the buyers.

The best brand covers a warranty of quality. Brand name is that identity of a product that can be

vocalized e.g. supreme, kingmos, Star Break and Sanyo. A brand mark refers to that part of

brand that cannot be vocalized, such as symbols, distractive packaging, while a trade mark is a

brand part a brand that is given legal protection because it is assigned exclusively to the company

e.g. VW Volkswagen products.

Different types of brands work for different marketing approaches that the business might take.

Basically, there are five general types of brands that business could fall into:

i. Manufacture Brands: as the name implies manufactures brands are initiated by the

products which make it possible for their name to be identifies at the point of purchase.

The manufactured brand is the best known brand in any product category. (Kotler 2000)

attested to this fact when he stated that companies adopt manufacture brand name for

their products. The marketers these brands tress quality and rely heavily on advertising

and sales star larger, beer, Guilder, Guinness stout, Omo blue detergent, National

26
 electronic, New cline ceiling fans, etc. manufacture brand are also known national brands

(Kotler 2000)

ii. Private Brands: private brands are initiated and owned be sellers. This type of branding

is not so common in Nigeria, it is expected that with time, the environmental will be

conducive for private brands. Essentially, the arrangement involves the manufactures and

the reseller. The manufactures will supply products manufactured by him but labeled

with the reseller’s own brand. The products may be the same with the one the

manufactures sell or different specifications and quality. (Kotler 2000)

The reasons why distributors may want to develop their own brands include.

i. A brand to limit the control of manufacture

ii. A desire to create a store of company identity and loyalty.

iii. Desire to introduce creature price variation.

iv. A desire to protect margins, which many fall as a result of competition among powerful

manufactures.

iii Product Brand: Elevating the perceptions of commodities/goods so that they are

associated with ideas and emotions that exceed functional capability. Consumer packaged

goods brands (CPG), otherwise known as fast moving consumer goods brands (FMCG), are a

specific application. kotler 2012)

iv Public Brand: Otherwise known as Government branding. Contentious. Many would

argue that you can’t brand something that doesn’t have consumer choice and a competitive

model attached to it. That’s not to say that you can’t use the disciplines and methodologies of

brand strategy to add to stakeholder’s understanding and trust of government entities. Caldwell

refers to brands like Google and Facebook as “Embedded brands”. (kotler 2012)

27
v Service Brand: similar to product brands, but involves adding perceived value to

services. More difficult in some ways than developing a product brand, because the offering

itself is less tangible. Useful in areas like professional services. Enables marketers to avoid

competing skill vs. skill (which is hard to prove and often develops to a price argument) by

associating their brand with emotions. (kotler 2012)

Most products offered to the market have to be packaged. According to (Kotler 2012), he

defined packaging as all the activities of designing and producing the container for a product.

He also said that a good package draws the consumer in and encourages product choice and it

also affects consumers’ later product experiences when they go to open the package and use

the product at home.

Because of the relative importance of packaging in the total marketing effort, marketing

experts called packaging the fifth element along with price, product, place and promotion but

most marketers treat packaging as an element of product strategy. The package may be up to

three (3) levels of materials:

i. The primary package: this is the product immediate container. The bottle holding

Remy Martins brandy is a primary package. It is usually discarded after the use of the

product.

ii. The secondary package: This refers to the material that protects the primary package

and it is usually discarded when the product is about to be used e.g. the glossy

cardboard box containing the Remy Martins bottle is a secondary package and it

provides additional protection and promotion opportunity.

28
 iii. The shipping package: this refers to the packaging material that makes the product

convenient for transportation and storage. The corrugated box carrying a dozens of

Remy Martins bottles is a shipping package.

2.6 Reasons Why Firms Package and Brand their Products

Brands identify the source or maker of a product and allow consumers (either individuals or

organizations) to assign responsibility for its performance to a particular manufacturer or

distributor. Consumers may evaluate the identical product differently depending on how it is

branded.

Reasons for branding include:

i. Branding is important as a basis for advertising and competition. Advertising makes

possible mass distribution, which is a necessary concomitant bring with it better

products, prices and facilities.

ii. Branding enables customers to identify a product retailer’s. Substitution of the top

qualities with inferior qualities becomes difficult when products have identities that

clearly distinguish them.

iii. Branding reflect the belief of a company in the quality of its product. No company

worth its salt would want to circulate a poor quality product. That a product bears a

company’ trade makes goes to assure the customer of some level of quality.

iv. The public may come to associate a company with low or high quality depending on

want standard it has kept. But definitely, a yeast company with its name and trade

make a pack a pack in place of yeast.

On the other hand, (Ayodele 2008) outlined the importance of branding to sellers as follows.

29
Branding helps the seller segment markets instant of NG’s selling a simple detergent, it can offer

eight detergent brands, and each formulated differently and aimed at specific benefit- seeking

segments.

i. The brand name makes it easier for the seller to process orders and track down problems.

ii. The seller’s brand name and trademark provide legal protection of unique

iii. Branding gives the opportunity to attract a loyal and profitable set of customers. Brand

loyally gives sellers some protection form competition.

iv. Strong brands help build the corporate image, making it easier to launch new brand and

gain acceptance by distributors and consumers.

v. Distributors and retailers want and names because brands make the product easier to

handle, hold production to certain quality standards, strengthen buyer preferences, and

make it easier to identify supplier. Consumers want brand names to help them identify

quality differences and shop more efficiently. Among it all, branding of products has an

overwhelming effect on marketing productivity of the brand products. When consumers

identify a top quality brand and purchase it continuously, brand loyalty is developed and

this leads to increased sealers of the brand of product, which eventually results into high

level of profitability of the company.

The Reasons for packaging include:

i. The primary reason for packaging is to protect it on its route from manufacturer to final

consumer and even while it is being used by the customer. Packaged goods are cleaner,

more convenient, and less susceptible to losses from evaporation, spilling and spoilage.

30
 ii. A package may be the only significant way of differentiating its product. It may be the

only feature of identifying a product thereby preventing erroneous substitution of

competitive goods with manufacturers’ product.

iii. Packaging is used to implement a company’s marketing programme. The package is an

inexpensive way to imply that the product has been changed or that the product has

been improved upon. Packaging can be an innovative strategy.

iv. The company may package its product in such a way as to increase profit possibilities.

A package may add aesthetic values to the product that the customer will pay more to

get the special package.

2.7 Effect of Packaging and Branding on Firms Productivity

According to (Giles, 2000), one of the packaging decision problems is that packaging

technology to be used for a particular product. Increased attention to packaging has led to a

growing use of industrial designers as well as packaging technologist. Now a day, packaging

technologists are note easily found to assist production managers in packaging of products.

Furthermore, packaging cost consumers. Marketing potential cannot be ignored by industrial

goods product. It is very cost-intensive to design and develop packages for products. Hence, due

to the problem of inadequacy of funds at the disposal of management, good packaging and

branding decisions cannot be made. Also it is time- consuming to develop package design. Top

management and production managers are usually faced with the problem of in adequate time to

use in deliberating with packaging technologists and brand managers on the area of developing

new packages and new product brand, respectively for the company.

31
The growing cost, complexity and time required developing package designs and name point to

a greater need from top management co-ordination and direction of both packaging and

branding polices as a vital factor in achieving sales.

Other problems of branding and packaging include:

Branding generates false differentiation of goods particularly in goods that are homogeneous.

a) Branding leads to higher cost to consumer. As noted earlier, branding increases the cost

of production which is ultimately passed to consumers.

b) Branding is merely an ego booster without adding, any real value to the product.

c) Packaging depletes our natural resources. However, this criticism is offset to some

extent because most packages are made from recycled materials.

d) Packaging is excessively expensive e.g. cosmetic packaging.

e) Health hazards occur from some forms of plastic packaging and aerosol cans.

f) Packaging is deceptive. A sophisticated and expensive package gives a high quality

product impression to the consumer, whereas the real product may not be of high

quality.

2.8 Factors that Has Contributed to Packaging and Branding as Marketing Tools.

According to (Kolter, 2001) various factors have contributed to packaging growing use as a

marketing tool, they include the following: -

a) Self-service: The growth of self-service stores and the importance of gaining

distribution, shelf- space and displace have made packaging decision in the field of

consumer goods a highly important are of decision in regard to product policy and

planning.

32
 b) Consumer affluence: Rising consumer affluence means that convenience, appearance

dependability, and prestige of better packages. The packages are usually made so as to

be commensurate with the prices the consumer will pay for the product.

c) Company and brand image: packages contribute to instant recognition of the

company or brand of products. For this reason, many companies spend a great deal of

capital and funds in branding decision and brand management. In the case of Supreme

Paints Ltd, the plastic container packages for the paint help in boosting the company’s

image.

d) Innovation opportunity: innovative packaging can bring large benefits to consumers

and profits to producer because the uniqueness of packaging brings more production as

sought from the company concerned.

2.9 Relationship Between Branding and Economic Development

In addition to performing its basic functions of protecting preserving, presenting and promoting

the product, a package should process the following attributes;

i. It should be designed for consumer and trade convenience.

The sizes should be such that as much as possible afford the customers their desired option.

The design of the package should take into account suitability for stacking and bulk packing. It

should also make provision for easy opening.

ii The cost of the package should be economical.

That is, it should not be costly such as to increase the price of the product.

iii It should augment the product in term of contributing and satisfaction of the consumers.

Packaging provides an opportunity for adding a host of benefits to a product to reinforce

consumer’s satisfaction. Some of these benefits may have been expected by the consumer,

33
which the other many never have been thought of. A company selling a stick line, for instance,

is expected to include a device for easily opening the pack without soiling the hands. A

company that provides a package that has an alternative use after the hand has been consumed

is offering an unsolicited extra enhances to the value of the product to the customer and

cognitive consonance.

iv Packaging provides a relatively in expensive life cycle of a product.

It is a lot cheaper modifying a package than initiating a total product change but there is a limit

to which this can go.

2.10 Summary of the Review

Companies need not only to produce good quality products, but also to learn good packaging and

branding to attract and satisfy consumers of their products, as well as to achieve clear positioning

of their products in the minds of the consumers. In order to make a new product to succeed, it

must have the desired parameters for consumers, to be unique, and consumers should have the

desired packaging and branding that will attract its audience.

34
 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

According to Sekaran (2003), the concept of research as an organized, systematic, data-based,

critical, objective, scientific inquiry or investigation into a specific problem, undertaken with the

purpose of finding answers or solutions to it, while methodology is the system used in carrying

out a research. Thus, the research methodology employed in this study refers to the methods

used in carrying out the study so as to achieve its major objective of finding out the effects of

packaging and branding on marketing productivity of locally products without focal point of

study being Supreme Paint Ltd, Kaduna.

3.2 Research Design

Research design is the framework and strategy used in carrying out a study. This study was

designed to use the survey research method in which the option of knowledge staff of Supreme

Paints Ltd was sought on the subject of product packaging and branding and their effect on

marking productivity. This method of product design was considered most appropriate because

of its cross- sectional approach that endures seeking the view of the individual on certain areas

of product packaging and branding, which provide generalized statistics when data are

abstracted from the number of individual cases

3.3 Population of the Study

The population for this study was made up of the entire staff of Supreme Paints Ltd. Kaduna

which numbered one hundred and twenty staff (120) as supplied by the administrative

department of the company.

35
3.4 Sample Size and Sampling Technique

Sampling involves taking a sample out of the entire population. This study was intended to cover

the entire staff of Supreme Paints Ltd, but since the entire staff of the company could not by

surveyed based on the limitations of the study, a sample of hundred (100) staff were selected

using judgmental sampling technique. To the believe of the research, the selected staff being

staff of the production and marketing departments of the company were highly knowledgeable

on the aspects of product packaging and branding so as to provide useful information for the

purpose of the study.

3.5 Instrument for Data Collection

The major source of primary data for this study was self-developed questionnaire, which was in

two parts. The first part deals with personal data of respondents, while the second part was on

items bordering on product packaging and branding. Secondary data were collected through the

review of relevant material such as text used in updating chapter two.

3.5.1 Validity of the Instrument

The researcher employed internal consistency method of validation. This is done by presenting

the draft plan of the data collection instrument to the expert researcher’s supervisor for

assessment and other experts in the department.

3.5.2 Reliability of the Instrument

The truthfulness of the instrument used in collecting data cannot be defined. This is because

analysis relied on future researchers. Reliability of the instrument can be based on the statistical

role employed as used for data analysis. Questionnaires were tested by the researcher in

achieving the aims and objectives of the research questions and hypothesis which are also tested.

36
3.6 Method of Data Collection

Thisisthetechniqueusedbytheresearchertoobtaindatafor

[Link],interviewandpersonal

[Link] were

usedandprintedwithinstructionstoguidetherespondentsandenable

[Link]

researcherashelistenedtotherespondentstherebydrawing conclusion.

3.7 Method of Data Analysis

The analysis of data is the means by which research problems are solved. This is the ordering

and breaking down of data with its constituent parts. However, there are several techniques of

data analysis, but for the purpose of this study. The following technique is employed. The simple

percentage analysis technique will be used or adopted in order to analyze responses based on the

questionnaire administered. The descriptive statistical techniques (Chi-Square) are also used to

test the validity of the formulated hypothesis. This is represented by the formula below:

X2 = ∑(O – E)2

Where

∑ = Summation

O = The observed frequency of any value

E = The expected frequency of any value

X = The chi-square

The researcher will surely compare the chi-square value obtained from the formula.

37
DECISION:

The data collected used chi-square (X2) goodness of fit test to validate statistical hypotheses at

level of significance. To arrive at a decision, the researcher used the decision rule.

DECISION RULE:

Decision rule reject null hypotheses (H0) if the calculated value is greater than the table value,

otherwise accept.

38
\

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Introduction

In presenting primary data generated from the field, the researcher chooses to apply simple

percentage tabular presentation mode. This is for convenient, clarity and for better

understanding. The researcher presents all the questionnaire items, contained in the questionnaire

that would provide answers to the researchers identified problem. All the presentations shall be

according to questionnaire items and responses.

In the (20) twenty questionnaire items developed from the framed research questions, the

researcher aimed at using them to elicit answers to his topic problem. So a total of one hundred

(100) copies of questionnaire were produced and distributed to the researcher’s sampling size. In

the distribution process which was done personally by the researcher, effort was made to ensure

that target segments or group perceived to have answer to the problem were reached. At the

cause of gathering filled questionnaire, (100) hundred copies were returned by respondents.

Note: all presentations are done in simple percentage tabular mode, while simple descriptive

analysis technique was used to describe what items were contained in the table.

4.2 Data Presentation and Analysis

This section considers the data presentation and analysis.

SECTION A: Personal Data

1. Sex

39
 Table 1

Responses Frequency Percentage

Male 82 82

Female 18 18

Total 100 100%

Source: field survey 2018

In response to the question on the distribution of respondents according to their sex, 82

respondents representing 82% of the population are male, while 18 representing 18% are female.

2. Marital Status

Table 2

Responses Frequency Percentage

Single 91 91

Married 9 9

Total 100 100%

Source: field survey 2018

Majority of the respondents 91 representing (91%) are single while 9 representing (9%) are

married. Therefore, from the table above, most of the respondents are single.

3. Educational Qualification

40
 Table 3

Responses Frequency Percentage

WASE/GCE 61 61
ND/NCE 19 19
[Link]/HND 16 16
[Link]/Ph.D 4 4
Total 100 100%
Source: field survey 2018

Table 4.3 above shows the educational qualification of respondents. It shows that 61 respondents

representing (61%) has WASE/GCE, 19 respondents representing (19%) has ND/NCE and 16

respondents representing (16%) has [Link]/HND. However, 4 respondents representing (4%) has

[Link]/Ph.D.

4. Duration of Service

Table.4

Responses Frequency Percentage

1 – 5years 59 59
6 – 10years 21 21
11 – 15years 12 12
16 – 20years 5 5
20years and above 3 3
Total 100 100%
Source: field survey 2018

From the table above, 59 (59%) respondents are of the age range of 1-5 years, 21 (21%)

respondents are between the ages of 6-10 years. However, 12 (12%) respondents are between the

age of 11-15 while 5 (5%) of the respondents falls between the age of 16 -20years and 3

respondents representing (3%) are 20years and above.

41
 5. Status/Position

Table 5

Responses Frequency Percentage

Higher Class 16 9

Middle class 27 27

Lower Class 57 57

Total 100 100%

Source: field survey 2018

In response to table 4.5 above, 57 (57%) shows that majority of the respondent’s status/position

is Lower Class. 27 respondents representing (27%) are on the middle class status, while 16

respondents representing (16%) belongs to the higher class.

SECTION B: Based on the research questions

Research Question one: What is the scope of branding and packaging of products?

6. Does supreme paint Ltd uses branding and packaging for its products?

Table 6

Response Frequency Percentage

Strongly Agreed 69 69
Agreed 26 26
No comment
Strongly Disagreed 3 3
Disagreed 2 2
Total 100 100%
Source: field survey 2018

From the table above, 69 respondents representing (69%) strongly agreed that supreme paint uses

branding and packaging for its products, 26 respondents representing (26%) agreed that supreme

42
paint uses branding and packaging. However, 5 remaining respondents representing (5%)

strongly disagreed that supreme paint does not use branding and packaging for its products.

7. Does branding and packaging promotes the products of Supreme Paint Ltd?

Table 7

Response Frequency Percentage

Strongly Agreed 69 69
Agreed 26 26
No comment
Strongly Disagreed 3 3
Disagreed 2 2
Total 100 100%
Source: field survey 2018

From the table above, 69 respondents representing (69%) strongly agreed that branding and

packaging promotes supreme paint products, 26 respondents representing (26%) agreed that

branding and packaging promotes supreme paint products. However, 5 remaining respondents

representing (5%) strongly disagreed that supreme paint does not use branding and packaging to

promote its products.

8. Does the scope used for branding and packaging affects supreme paint products?

Table 8

Response Frequency Percentage

Strongly Agreed 71 71
Agreed 19 19
No comment
Strongly Disagreed 7 7
Disagreed 3 3
Total 100 100%
Source: field survey 2018

43
In response to table 4.8 above, 71 (71%) shows that majority of the respondents strongly agreed

that supreme paint uses scope to affect branding and packaging of its products while 19

respondents representing (19%) also agreed that supreme paint uses scope to affect branding and

packaging of its products. However, the remaining 10 respondents representing (10%) strongly

disagreed that supreme paint does not use scope to affect branding and packaging.

9. Does the scope used for branding and packaging affects supreme paint positively?

Table 9

Response Frequency Percentage

Strongly Agreed 71 71
Agreed 21 21
No comment 2 2
Strongly Disagreed 4 4
Disagreed 2 2
Total 100 100%
Source: field survey 2018

In response to table 4.9 above, 71 (71%) shows that majority of the respondents strongly agreed

that supreme paint uses scope to affect branding and packaging of its products while 21

respondents representing (21%) also agreed that supreme paint uses scope to affect branding and

packaging of its products. However, the remaining 8 respondents representing (8%) strongly

disagreed nor gave no comment if supreme paint use scope to affect branding and packaging.

Research Question Two: What is the reason for firm’s branding and packaging of its

products?

10. Do firms have reasons for branding and packaging of its products?

44
Table 10

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 14 14
No comment
Strongly Disagreed 1 1
Disagreed 1 1
Total 100 100%
Source: field survey 2018

From the table above, 84 respondents representing (84%) strongly agreed that firms have reasons

for branding and packaging products, 14 respondents representing (14%) agreed that firms have

reasons for branding and packaging products. However, 2 remaining respondents representing

(2%) strongly disagreed that firms do not have reasons for branding and packaging of its

products.

11. Do you agree that the reasons for packaging and branding of firm’s products are

protection, convenient, differentiation, increase profit?

Table 11

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 14 14
No comment
Strongly Disagreed 1 1
Disagreed 1 1
Total 100 100%
Source: field survey 2018
45
In response to table 4.11 above, 84 (84%) shows that majority of the respondents strongly agreed

that supreme paint uses every reasons mentioned above for its branding and packaging of its

products while 14 respondents representing (14%) also agreed also that supreme paint uses every

reasons mentioned above for its branding and packaging of its products. However, the remaining

2 respondents representing (2%) strongly disagreed that supreme paint does not use the reasons

mentioned above for its branding and packaging.

12. Does those reasons affect the profitability of the firm?

Table 12

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 14 14
No comment
Strongly Disagreed 1 1
Disagreed 1 1
Total 100 100%
Source: field survey 2018

In response to table 4.12 above, 84 (84%) shows that majority of the respondents strongly agreed

that supreme paint uses every reasons for firm’s profitability while 14 respondents representing

(14%) also agreed also that supreme paint uses every reasons for more firm’s profitability of its

products. However, the remaining 2 respondents representing (2%) strongly disagreed that

supreme paint does not use the reasons to increase the company’s profitability.

Research Question Three What is the level of effect of packaging and branding on the

marketing productivity of the firms’ products?

13. Does packaging and branding have any effect on marketing productivity of firm’s

products?

46
Table 13

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 16 14
No comment - -
Strongly Disagreed - -
Disagreed - -
Total 100 100%
Source: field survey 2018

In response to table 4.13 above, 84 (84%) shows that majority of the respondents strongly agreed

that supreme paint branding and packaging has a very strong effect on marketing productivity of

its product while 16 respondents representing (16%) also agreed also that supreme paint

branding and packaging has a very strong effect on marketing productivity of its product.

14. What level of effect does packaging and branding has on marketing productivity?

Table 14

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 16 16
No comment - -
Strongly Disagreed - -
Disagreed - -
Total 100 100%
Source: field survey 2018

In response to table 4.14 above, 84 (84%) shows that majority of the respondents strongly agreed

that supreme paint branding and packaging has a very strong effect on marketing productivity of
47
its product while 16 respondents representing (16%) also agreed also that supreme paint

branding and packaging has a very strong effect on marketing productivity of its product.

15. Does these effects affect packaging and branding of marketing productivity positively?

Table 15

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 16 16
No comment - -
Strongly Disagreed - -
Disagreed - -
Total 100 100%
Source: field survey 2018

In response to table 4.14 above, 84 (84%) shows that majority of the respondents strongly agreed

that supreme paint branding and packaging has a very strong effect on marketing productivity of

its product positively while 16 respondents representing (16%) also agreed also that supreme

paint branding and packaging has a very strong effect on marketing productivity of its product

positively.

Research Question Four: What are the contributing factors to the growth of branding and

packaging as a marketing tool?

16. Are there factors contributing to the growth of branding and packaging as a marketing

tool?

48
Table 16

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 14 14
No comment - -
Strongly Disagreed 1 1
Disagreed 1 1
Total 100 100%
Source: field survey 2018

From the table above, 84 respondents representing (84%) strongly agreed that there are factors

contributing to the growth branding and packaging as a marketing tool, 14 respondents

representing (14%) agreed that there are factors contributing to the growth branding and

packaging as a marketing tool. However, 2 remaining respondents representing (2%) strongly

disagreed that there are no factors contributing to the growth branding and packaging as a

marketing tool.

17. Does these factors like innovation opportunity, company and brand image, self-service

and consumer affluence contribute to growth of branding and packaging as marketing tool?

Table 17

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 14 14
No comment - -
Strongly Disagreed 1 1
Disagreed 1 1

49
 Total 100 100%
Source: field survey 2018

From the table above, 84 respondents representing (84%) strongly agreed that those factors

mentioned above contribute to the growth of branding and packaging as a marketing tool, 14

respondents representing (14%) agreed that those factors also contribute to the growth of

branding and packaging as a marketing tool. However, 2 remaining respondents representing

(2%) strongly disagreed that those factors do not contribute to the growth of branding and

packaging as a marketing tool.

18. How effective are these factors to growth of branding and packaging?

Table 18

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 14 14
No comment - -
Strongly Disagreed 1 1
Disagreed 1 1
Total 100 100%
Source: field survey 2018

In response to table 4.18 above, 84 (84%) shows that majority of the respondents strongly agreed

that those factors are very effective to the growth of branding and packaging while 14

respondents representing (14%) also agreed that those factors are very effective to the growth of

branding and packaging. However, the remaining 2 respondents representing (2%) strongly

disagreed that those factors are not effective to the growth of branding and packaging.

Research Question Five: What problems are encountered by the firm in making branding

and packaging decision for its products?

50
19. Are there problems encountered by supreme paint in branding and packaging of its

products?

Table 19

Response Frequency Percentage

Strongly Agreed 59 59
Agreed 27 27
No comment 2 2
Strongly Disagreed 7 7
Disagreed 5 5
Total 100 100%
Source: field survey 2018

From the table above, 59 respondents representing (59%) strongly agreed that there are problems

encountered by supreme paint in branding and packaging of its products, 27 respondents

representing (27%) also agreed that there are problems encountered by supreme paint in

branding and packaging of its products. However, 12 remaining respondents representing (12%)

strongly disagreed that there are no problems encountered by supreme paint in branding and

packaging of its products while 2 respondents representing (2%) gave no comment on whether

there are problems encountered for branding and packaging or not.

20. Does these problems affects the firms’ profitability?

Table 20

Response Frequency Percentage

Strongly Agreed 2 2
Agreed 3 3

51
 No comment 12 12
Strongly Disagreed 53 53
Disagreed 30 30
Total 100 100%
Source: field survey 2018

In response to table 4.20 above, 53 respondents representing (53%) strongly disagreed that those

problems do not affect the firm’s profitability while 30 respondents representing (30%) also

disagreed that those problems do not affect the firm’s profitability. However, 12 respondents

representing (12%) gave no comment. The remaining 5 respondents representing (5%) strongly

agreed that these problems affect firm’s profitability.

4.3 Test of Hypotheses

This researcher tested all the hypotheses and considered them very important in this study. The

hypotheses are tested with a view to find out whether the result would confirm some speculations

or prove them otherwise. Chi-square goodness of fit test was used to test the hypotheses. Chi-

square is calculated by finding out the difference between each observed and theoretical

(expected) frequency squaring them, dividing each by the theoretical frequency, and taking the

sum of the results.

Statistically, the formula is

X2 = ∑(O – E)2

Where X2 = chi square

O = Observed frequency of any value

E = Expected (theoretical) frequency asserted by null hypotheses

∑ = Summation

52
Hypothesis One

H0: There is no scope for branding and packaging of product.

H1: There is scope for branding and packaging of product.

In testing this hypothesis, table 8 on the questionnaire is used to determine if scope is used for

branding and packaging of products.

Table 4.8

Response Frequency Percentage

Strongly Agreed 71 71
Agreed 19 19
No comment 1 1
Strongly Disagreed 6 6
Disagreed 3 3
Total 100 100%
Source: field survey 2018

In testing this hypothesis, Chi-square goodness of fit test was used to test the hypotheses. Chi-

square is calculated by finding out the difference between each observed and theoretical

(expected) frequency squaring them, dividing each by the theoretical frequency, and taking the

sum of the results.

Statistically, the formula is

X2 = ∑(O – E)2

Where X2 = chi square

O = Observed frequency of any value

E = Expected (theoretical) frequency asserted by null hypotheses

∑ = Summation

53
Table 4.3.1: Result and calculation to test of hypothesis one

Response O E (O-E) (O-E)2 (O-E)2/E

Strongly Agreed 71 25 46 529 21.16

Agreed 19 25 -6 36 1.44

Undecided 1 25 -24 576 23.04

Strongly Disagreed 6 25 -19 361 14.44

Disagreed 3 25 -22 484 19.36

100 79.44

Source: field survey 2018

X2 = 79.44; p = 4; df = 0.05; X2 – 9.488

Decision rule:

Since the calculated chi-square value (79.44) is greater than the table value (9.488), we accept

the statistical hypothesis (H1) which states that “There is scope for branding and packaging of

product”, and reject the (H0) which says that there is no scope for branding and packaging of

product. The acceptance of statistical alternative hypothesis (H1) is that it received statistical

support after testing it.

Hypothesis Two

H0: There are no reasons for firm’s branding and packaging of its products.

54
H1: There are reasons for firm’s branding and packaging of its products.

In testing this hypothesis, table 10 on the questionnaire is used to determine if there are reasons

for firm’s branding and packaging of its products.

Table 4.10

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 13 13
No comment 1 1
Strongly Disagreed 1 1
Disagreed 1 1
Total 100 100%
Source: field survey 2018

In testing this hypothesis, Chi-square goodness of fit test was used to test the hypotheses. Chi-

square is calculated by finding out the difference between each observed and theoretical

(expected) frequency squaring them, dividing each by the theoretical frequency, and taking the

sum of the results.

Statistically, the formula is

X2 = ∑(O – E)2

Where X2 = chi square

O = Observed frequency of any value

E = Expected (theoretical) frequency asserted by null hypotheses

∑ = Summation

55
Table 4.3.2: Result and calculation to test of hypothesis one

Response O E (O-E) (O-E)2 (O-E)2/E

Strongly Agreed 84 25 59 3481 139.24

Agreed 13 25 -12 144 5.76

Undecided 1 25 -24 576 23.04

Strongly Disagreed 1 25 -24 576 23.04

Disagreed 1 25 -24 576 23.04

100 214.12

Source: field survey 2018

X2 = 214.12; p = 4; df = 0.05; X2 – 9.488

Decision rule:

Since the calculated chi-square value (214.12) is greater than the table value (9.488), we accept

the statistical hypothesis (H1) which states that “There are reasons for firm’s branding and

packaging of its products”, and reject the (H0) which says that there are no reasons for firm’s

branding and packaging of its products. The acceptance of statistical alternative hypothesis (H1)

is that it received statistical support after testing it.

Hypothesis Three

56
H0: There is no level of effect of packaging and branding on marketing productivity of firm’s

products.

H1: There is a level of effect of packaging and branding on marketing productivity of firm’s

products.

In testing this hypothesis, table 14 on the questionnaire is used to determine if there is a level of

effect of packaging and branding on marketing productivity of firm’s products.

Table 4.14

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 16 16
No comment - -
Strongly Disagreed - -
Disagreed - -
Total 100 100%
Source: field survey 2018

In testing this hypothesis, Chi-square goodness of fit test was used to test the hypotheses. Chi-

square is calculated by finding out the difference between each observed and theoretical

(expected) frequency squaring them, dividing each by the theoretical frequency, and taking the

sum of the results.

Statistically, the formula is

X2 = ∑(O – E)2

Where X2 = chi square

O = Observed frequency of any value

E = Expected (theoretical) frequency asserted by null hypotheses

∑ = Summation
57
Table 4.3.3: Result and calculation to test of hypothesis one

Response O E (O-E) (O-E)2 (O-E)2/E

Strongly Agreed 84 25 59 3481 139.24

Agreed 16 25 -9 81 3.24

Undecided - 25 - - -

Strongly Disagreed - 25 - - -

Disagreed - 25 - -

100 142.48

Source: field survey 2018

X2 = 142.48; p = 4; df = 0.05; X2 – 9.488

Decision rule:

Since the calculated chi-square value (142.48) is greater than the table value (9.488), we accept

the statistical hypothesis (H1) which states that “There is a level of effect of packaging and

branding on marketing productivity of firm’s products”, and reject the (H0) which says that there

is a level of effect of packaging and branding on marketing productivity of firm’s products. The

acceptance of statistical alternative hypothesis (H1) is that it received statistical support after

testing it.

Hypothesis Four

58
H0: There are no contributing factors to the growth of branding and packaging as a marketing

tool.

H1: There are contributing factors to the growth of branding and packaging as a marketing tool.

In testing this hypothesis, table 14 on the questionnaire is used to determine if there is a level of

effect of packaging and branding on marketing productivity of firm’s products.

Table 16

Response Frequency Percentage

Strongly Agreed 84 84
Agreed 14 14
No comment - -
Strongly Disagreed 1 1
Disagreed 1 1
Total 100 100%
Source: field survey 2018

In testing this hypothesis, Chi-square goodness of fit test was used to test the hypotheses. Chi-

square is calculated by finding out the difference between each observed and theoretical

(expected) frequency squaring them, dividing each by the theoretical frequency, and taking the

sum of the results.

Statistically, the formula is

X2 = ∑(O – E)2

Where X2 = chi square

O = Observed frequency of any value

E = Expected (theoretical) frequency asserted by null hypotheses

∑ = Summation
59
Table 4.3.4: Result and calculation to test of hypothesis one

Response O E (O-E) (O-E)2 (O-E)2/E

Strongly Agreed 84 25 59 3481 139.24

Agreed 14 25 -11 121 4.84

Undecided - 25 - - -

Strongly Disagreed 1 25 -24 576 23.04

Disagreed 1 25 -24 576 23.04

100 190.16

Source: field survey 2018

X2 = 190.16; p = 4; df = 0.05; X2 – 9.488

Decision rule:

Since the calculated chi-square value (190.16) is greater than the table value (9.488), we accept

the statistical hypothesis (H1) which states that “There are contributing factors to the growth of

branding and packaging as a marketing tool”, and reject the (H0) which says that there are no

contributing factors to the growth of branding and packaging as a marketing tool. The acceptance

of statistical alternative hypothesis (H1) is that it received statistical support after testing it.

Hypothesis Five

60
H0: There are no problems encountered by firm in making branding and packaging decision for

its products.

H1: There are problems encountered by the firm in making branding and packaging decision

for its products.

In testing this hypothesis, table 14 on the questionnaire is used to determine if there are problems

encountered in making branding and packaging decision for its products.

Table 19

Response Frequency Percentage

Strongly Agreed 59 59
Agreed 27 27
No comment 2 2
Strongly Disagreed 7 7
Disagreed 5 5
Total 100 100%
Source: field survey 2018

In testing this hypothesis, Chi-square goodness of fit test was used to test the hypotheses. Chi-

square is calculated by finding out the difference between each observed and theoretical

(expected) frequency squaring them, dividing each by the theoretical frequency, and taking the

sum of the results.

Statistically, the formula is

X2 = ∑(O – E)2

Where X2 = chi square

O = Observed frequency of any value

E = Expected (theoretical) frequency asserted by null hypotheses

61
 ∑ = Summation

Table 4.3.5: Result and calculation to test of hypothesis one

Response O E (O-E) (O-E)2 (O-E)2/E

Strongly Agreed 59 25 34 1156 46.24

Agreed 27 25 2 4 0.16

Undecided 2 25 -23 529 21.16

Strongly Disagreed 7 25 -18 324 12.96

Disagreed 5 25 -20 400 16

100 96.52

Source: field survey 2018

X2 = 96.52; p = 4; df = 0.05; X2 – 9.488

Decision rule:

Since the calculated chi-square value (96.52) is greater than the table value (9.488), we accept

the statistical hypothesis (H1) which states that “There are problems encountered by the firm in

making branding and packaging decision for its products”, and reject the (H0) which says that

there are no problems encountered by the firm in making branding and packaging decision for its

62
products. The acceptance of statistical alternative hypothesis (H1) is that it received statistical

support after testing it.

4.4 Discussion of Findings

In the research work, all the questionnaire items were presented and analyzed and opened way

for evidence-based information in finding out the importance of branding and packaging on

marketing productivity of locally made products of supreme paint Ltd. However, this discussion

would be based on the fact finding from the research questions.

Based on this research question “What is the scope of branding and packaging of products” it

was discovered that most respondents in table 4.8 strongly agreed that supreme paint Ltd uses a

very effective scope for branding and packaging od their products.

Again, the second research question “What are the reason for firm’s branding and packaging of

its products” reviewed that there are so many reasons for firm’s branding and packaging of its

products. Therefore, branding and packaging from the research findings shows that branding and

packaging has really improved the firm’s products.

The third research question on “What is the level of effect of packaging and branding on the

marketing productivity of the firm’s products shows that there is a very high positive level of

effect of packaging and branding that has help in marketing productivity of its products.

Research question four on What are the contributing factors to the growth of branding and

packaging as a marketing tool and it shows that the majority of respondents agreed that there are

factors contributing to the growth of branding and packaging used as a marketing tool.

Finally, the last research question on What problems are encountered by the firm in making

branding and packaging decision for its products, it was discovered that there are problems

63
encountered by the firm in making branding and packaging decision for its products but these

problems are always taking care of and has less effect on its products.

CHAPTER FIVE

SUMMARY OF MAJOR FINDINGS, CONCLUSION AND RECOMMENDATION

5.1 Introduction

This chapter presents the summary of research findings, exposition of the findings, conclusions,

policy recommendations based thereon, proposes various strategies for further research on the

importance of branding and packaging on marketing productivity of locally made products using

supreme paint Ltd as study. The findings are summarized in line with objectives of the study as

described in chapter one of this research project.

5.2 Summary of Major Findings

Product packaging and brandingas revealed by the study has high effect on marketing

productivity of companies. Therefore, the following are the summary of major findings as

reviewed by the research work;

5.2.1 Both quality packaging and branding of products have been identified by marketers (or

sellers) as the main way to ensure that product loyalty is created in consumers.

64
5.2.2 It has also been found to be responsible for creating cognitive consonance in buyers.

Cognitive consonance on its part lead to repeat buys or purchases by the year.

5.2.3 Packaging and branding have very important role they play in marketing of products.

They form an integral part of promotional advertisement in marketing of product to consumers.

5.2.4 Packaging and branding are part of the product mix in the marketing strategy and as such

are considered seriously marketing product planning decision.

5.3 Conclusion of the Study

This study was designed to find out the importance of packaging and branding on marketing

productivity of locally made products with Supreme Paints Ltd taken as the focal point of study.

The first chapter of the study gave preliminary information about the topic and statement of

problem was made. Objectives of the study and research questions were stated and asked

respectively to give or find out the reason for the research. A descriptive survey was the

approach used for the study. A judgmental sampling technique was used in selecting hundred

(100) samples of which was finally used as samples. The instrument used for the study was a

questionnaire that was close or structured form. Data collection was through the use of

questionnaires, while data analysis employed was the descriptive statistics- frequencies and

percentages. Data obtained were computed and analyzed in relation with the research questions

findings obtained were discussed supported by citing relevant literature.

Therefore, findings revealed that firm embarks on branding and packaging of its products so that

customers can easily identify it. The finding also showed that the firm packages it product in the

present way so as to prevent chemical changes of the product (paint) due to its chemical

composition. It has also been established that packaging and branding have the combined effect

of increasing the profitability of firms.

65
5.3.1 Implication of the Study

Finally, the study shows that the importance of branding and packaging on marketing

productivity of locally made products is strongly agreed, and could increase the profitability

level and standard of branding and packaging as well as the productivity level of supreme

paint products. Again, on the importance of scope used by supreme paint to increase their

branding and packaging of products, it was deduced that high level of scope is used by the

firm to improve on the best method of branding and packaging of their products.

Finally, on the importance of contribution factors to the growth of branding and packaging,

it was discovered that there are so many factors that contributes to the growth of branding

and packaging of supreme paint and these factors has really helped to improve the standard

of the firm.

5.4 Recommendation

Based on the research findings, the researcher makes the following recommendation:

i. Firms should introduce policies for branding and packaging of its products so as

to attract its targeted audience.

ii. Provision should be made for good branding and packaging of any firm’s

products so as to create more profit for the company.

iii. Firms should review their branding and packaging methods and come out with

fine packaging so as to sell its products to consumers because good branding and

packaging sells the company.

iv. Finally, branding and packaging should be given more attention by firms who are

into full time production.

66
I further recommend that other researchers should build on the areas of branding and packaging

on marketing productivity of locally made products.

5.5 Contribution to Knowledge

This research work can serve as a secondary data to other research work to be conducted in this

area in the future. This is also hoped that firms and production companies will find it useful

when formulating their strategies on branding and packaging of their products so that they can be

able to achieve the maximum efficiency in productivity, performance and profitability.

5.6 Suggestion for Further Studies

The study recommends that future studies should take a holistic view of importance of branding

and packaging on marketing productivity of locally made products. In order to enhance the

performance in the whole production sector, the same study can be studied in micro firms to see

whether the same strategies applied in big firms can also be applied in micro firms.

67
 REFERENCES

Adeleke, H. (2003).Strategic Market Management. New York. John Wiley and Sons Inc.

Belch, G. E. (2003).Advertising and Promotion. Tata McGraw-Hill Publishing Company,New

Delhi. Sixth tion
Busch, P.S. & M.J. Houston (2002). Marketing: Strategic Foundations. R.D. Irwin, Homewood,

Illinois.

Herzberg, I. (2000). Theories of Behavioural Business Science. (sixth edition).New York.

Boston Houghon Miffin Company.

Keller, J. N (2012). Strategic Brand Manangement: New approaches to creating and evaluating

brand [Link] York,John Wiley and Sons Inc.

Kotler, P. and Armstrong,G (2000). Principles of Marketing (12th edition). India. Prentice Hall.

Kotler, P. (2001): Marketing [Link]. Englewood Cliffs., Prentice Hall, New

Jersey.

Kotler, P. and Kevin L. K. (2012). Marketing Management: An Appraisal. London. Pearson

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 Education.

kupiec, D. and Revell, S. (2001). Successful Marketing Technique [Link]. Mac

Donald and Evans Incorporation.

Nonyelu, G. S. (2004). The Politics of the Economics of Advertising. Journal of Sdvertising

Research Foundation.

Nonyelu G.& Nwokoye, F.(2004). Modern Marketing for [Link], Virgin Creation.

Paul, P& James, H. (2006). Marketing Management: A Focal View [Link] York, Roland

Publisher.

Ronald J. Elbert & Ricky W. G.(2005). Business Essentials, (fifth Edition).New York. Boston
Houghon Miffin Company.

Sakaran, U. (2000). Research Methods for Business (first edition).Lagos, Global Publisher.

Schiffman, K. (2009). Market Research Technique.(sixth edition)India, Prentice Hall

International inc,

Schiffman, K.(2009). Consumer [Link], Prentice Hall International inc.

69
 APPENDIX I

Salem University Lokoja,

Kogi State.

Department of Business Administration

20 April, 2018.

Dear Respondent,

QUESTIONNAIRE

I am a final year BSc student of the above named institution carrying out a project research on

“The Importance of branding and packaging on marketing productivity of locally made products,

A case study on Supreme Paints Ltd, kaduna”.

You are please requested to supply correct answers to the attached questionnaire. The purpose is

purely for academic use and as such all information supplied by respondents would be handled

with utmost confidentiality.

Thanks for your co-operation

Yours faithfully

Amos Joshua

70
 APPENDEX II

INSTRUCTION: Tick as appropriate or fill in the spaces provided below

SECTION A: PERSONAL DATA

1. Sex

male { }

Female { }

2. Marital Status

single { }

Married { }

3. Educational Qualification

O’ level {WASC/GCE} { }

ND/NCE { }

[Link]/ HND { }

[Link]/Ph.D { }

4. duration of service

1 – 5years { }

6-10years { }

11 -15years { }

16 – 20years { }

20 years and above { }

5. position/Status

Higher Class { }

Middle Class { }

71
 Lower Class { }

SECTION B: BASED ON THE RESEARCH QUESTIONS AND OBJECTIVES

Research Question one: What is the scope of branding and packaging of products?

6. does supreme paint Ltd uses branding and packaging for it’s products?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

7. Does branding and packaging promotes the products of Supreme Paint Ltd?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

8. How does the scope used for branding and packaging affects supreme paint products?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

9. Does the scope used for branding and packaging affects supreme paint positively?

Strongly Agreed { }

72
 Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

Research Question Two: What is the reason for firm’s branding and packaging of its

products?

10. Does firms have reasons for branding and packaging of its products?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

11. Do you agree that the reasons for packaging and branding of firm’s products are

protection, convenient, differentiation, increase profit?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

12. Does those reasons affect the profitability of the firm?

Strongly Agreed { }

Agreed { }

Undecided { }

73
 Strongly Disagreed { }

Disagreed { }

Research Question Three What is the level of effect of packaging and branding on the

marketing productivity of the firms’ products?

13. Does packaging and branding have any effect on marketing productivity of firm’s

products?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

14. What level of effect does packaging and branding has on marketing productivity?

Very High effect { }

High effect { }

Undecided { }

Very high ineffective { }

High ineffective { }

15. Does these effects affect packaging and branding of marketing productivity positively?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

74
Research Question Four: What are the contributing factors to the growth of branding and

packaging as a marketing tool?

16. Are there factors contributing to the growth of branding and packaging as a marketing

tool?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

17. Does these factors like innovation opportunity, company and brand image, self-service

and consumer affluence contribute to growth of branding and packaging as marketing tool?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

18. How effective are these factors to growth of branding and packaging?

Very effective { }

Effective { }

Undecided { }

Very ineffective { }

Ineffective { }

75
Research Question Five: What problems are encountered by the firm in making

branding and packaging decision for its products?

19. Are there problems encountered by supreme paint in branding and packaging of its

products?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

20. Does these problems affects the firms’ profitability?

Strongly Agreed { }

Agreed { }

Undecided { }

Strongly Disagreed { }

Disagreed { }

76