This research purpose is to study the consumer’s perception on characteristics of food product’s packaging towards consumer buying behavior. There are varieties of characteristics of food product’s packaging that can lead to consumer purchasing. In this study, four (4) roles were adopted which is packaging color, packaging material, design of wrapper and printed information. These studies were focus for population of gen Y in Melaka Tengah. 200 sets of questionnaires were distributed and only 185 were returned. The results from this study found that design of wrapper is the characteristics that give the most impact towards consumer buying behavior. Convenience sampling was the sampling method for this study. The data of correlation and regression was analyzed by using SPSS.
| Item Type: | Student Project |
|---|---|
| Creators: | Creators Email / ID Num. Ismail, Nurul Syafiqah UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > Business societies > Shipment of goods. Delivery of goods > Packaging |
| Divisions: | Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management |
| Keywords: | Consumer’s perception; Food product’s packaging; Consumer buying behavior; Consumer purchasing |
| Date: | 2019 |
| URI: | https://ir.uitm.edu.my/id/eprint/23586 |
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