SME Product Packaging: How to Attract Consumers?

Arif Faisal Asri; Dr. Chemah Tamby Chik, Mohamad Helmi Mohd Rais, Nursyafikah Othman


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.

[ FULL TEXT PDF 1-8 ] DOI: 10.30566/ijo-bs/2020.23

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