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TITLE PAGE

BRANDING AND PACKAGING ARE EFFECTIVE MARKETING TOOLS IN THE SELLING OF CONSUMER

GOODS IN A DEVELOPING ECONOMY: A CASE STUDY OF CADBURY NIGERIA PLC.

BY

AFOLABI ADEBAYO TIMOTHY

(MBA/ADMIN/13247/97 - 98) G97/BAP/7014

A PROJECT SUBMITTED TO THE POST GRADUATE SCHOOL, AHMADU BELLO UNIVERSITY ZARIA IN PARTIAL FULFILMENT OF THE RQUIREMENT FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION.

DEPARTMENT OF BUSINESS ADMINISTRATION FACULTY OF ADMINISTRATION AHMADU BELLO UNIVERSITY

ZARIA.

JUNE, 2000

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ABSTRACT

This work critically addressed the issue of Branding and Packaging arc Effective

Marketing Tools in the selling of Consumer goods in a developing economy as it affects

Cadbury Nigeria PLC. A survey was carried out to obtain relevant data on the views of the

respondents. The information so desired were collected from representatives of all the

relevant population.

Besides, the theoretical model used to analyse the data was the Chi-square

distribution. However, a lot of satisfactory results were obtained.

(i) That most consumers purchase Bournvita and Knorr Cubes because

they consider their values adequate,

(ii) That branding and packaging influence the purchase of Bournvita and

Knorr Cubes,

(iii) That the distribution and promotional strategies of Cadbury Nigeria

PLC. Influence the sale of Bournvita and Knorr Cubes.

Many limitations stood against this work and as such to be stated. There was the

problem of finance and social vices. There was the problem of uncompromising attitudes of

respondents, there was insufficient time, there was the problem of ambiguities and

contradictions among respondents.

Above all, the views put forward are expected to improve, consolidate or amend

where possible the performances of Cadbury Nigeria PLC. Specifically and other similar

manufacturing outfits generally all things being equal.