The influence of packaging attributes on consumer's purchase decision of packaged food
| dc.contributor.author | Lee, Wai Leng | |
| dc.date.accessioned | 2014-09-05T02:25:25Z | |
| dc.date.available | 2014-09-05T02:25:25Z | |
| dc.date.issued | 2010 | |
| dc.description.abstract | The role of packaging has changed with the move to self-service retail formats, packaging performs an important role in marketing communications at the point of sales. Therefore, there is a necessity to explore packaging and its attributes in more details, in order to understand which of these attributes are the most important factors influencing the consumer’s purchase decision. This study is conducted in Malaysian context seek to reveal the impact of visual and verbal packaging attributes on consumer’s purchase decision of packaged food. A total of 100 consumers in Malaysia were surveyed using a structured questionnaire. The results showed that packaging shape and information on the package are associated with purchase decision of packaged food products. Whereas, graphics on the packaging, the colour and size of the packaging as well as packaging material for packaged food do not have any significant relationship with purchase decision. In additions, the impact of packaging elements on consumers purchase decision is not stronger or weaker depending on the consumer’s underlying individual characteristics (age, gender and education level). The main implication for marketers is to recognize and take advantage on packaging as a strategic weapon and marketing tool to compete over their rivals. Propositions for future research are proposed at the end of this study to help in developing better understanding of consumer’s response towards packaging attributes. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/75 | |
| dc.language.iso | en | en_US |
| dc.subject | Business Administration | en_US |
| dc.subject | Consumer's Purchase Decision | en_US |
| dc.subject | Packaging Attributes | en_US |
| dc.title | The influence of packaging attributes on consumer's purchase decision of packaged food | en_US |
| dc.type | Thesis | en_US |
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