THE INFLUENCE OF PACKAGING AS A PROMOTIONAL TOOL IN THE DETERGENT INDUSTRY

ABSTRACT

This research work was carried out to show that packaging could serve as a promotion tool in the detergent industry, using PZ Cussons Plc Aba as a case study to arrive at a valid study. The researcher made effort to pin point the role, importance, problems and challenges facing as regard to the packaging practices. Three supermarkets were used in Aba to carry out the survey. To better understand the research topic, the researcher views the opinion and contributions of scholar and experts in various fields as regards the subject matter. The research used descriptive research design to answer the research questions. This was done through collecting primary data to determine the research objectives. The information was collected from a study population of three supermarkets with a total sample of 120 respondents.