SME Product Packaging: How to Attract Consumers?

International Journal of Business Society, Vol. 4, Issue 6
Arif Faisal AsriDr. Chemah Tamby ChikMohamad Helmi Mohd RaisNursyafikah Othman
Product packagingPackaging elementsConsumer purchase intentionsSensory marketing
PDFRegular IssueDOI: 10.30566/ijo-bs/2020.23
4Volume
6Issue

Abstract

Purpose:The two elements that are discussed in this research include visual elements (packaging color, packaging design and packaging material) and information elements which includes packaging font style and printed information. The importance of these elements that influence consumer purchase intentions is investigated. The research objectives are to determine the relationship between visual packaging elements and information elements which influence consumer purchase intentions. Design/ Method/ Approach:Quantitative methodology was used in this research, and data were collected through questionnaire surveys. Three hundred eighty-one (381) respondents participated in the study. Data were collected randomly from customers of two supermarkets in Selangor. Findings:The data collected were analysed using SPSS (ver.22), and the results concluded that the most influential elements on food packaging are the font style and the packaging materials. Research limitations:The study looked into the packaging of the SME food products in Selangor. Different states may have different local products sold at their supermarkets, thus may affect the outcome of other states in the country. Practical implications:Food businesses need to be careful about the style of font and materials used on their food packaging. Using the right and appealing packaging would attract potential consumers and probably engaged them for repurchase intentions.

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Article Information

Article Details
Volume & IssueVol. 4, Iss. 6
Publication DateJul 5, 2020
Authors
Arif Faisal Asri
Dr. Chemah Tamby Chik
Mohamad Helmi Mohd Rais
Nursyafikah Othman
DOI
10.30566/ijo-bs/2020.23
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