THE IMPACT OF PACKAGING ON THE MARKETING OF CONSUMER PRODUCTS (A STUDY OF LUX SOAP IN ONITSHA METROPOLIS, ANAMBRA STATE)

ABSTRACT

This research work examined packaging as a tool in the marketing of Lux Soap in Onitsha Metropolis. The main objective of this work is to find out whether appropriate packaging had been able to minimize product damage and distribution cost along the channel of distribution. The study adopted survey research method in its analysis. The population of the study was 301, 657 which were sampled to get 400. This implies that data collection was carried using 400 respondents. The data for the study were generated through primary and secondary sources and the hypotheses formulated were tested using chi-square statistical technique. The study reveals that appropriate packaging help to minimize product damage and distribution cost along the channel of distribution, and also that Packaging plays a significant role in sales volume and profitability. The study therefore recommends that size, colour, information and protection should have quality that will attract customers to Lux soap especially in Onitsha metropolis.