The influence of food’s packaging elements towards customer buying behavior for small and medium enterprise / Wan Muhammad Haneef Wan Mohd Salleh and Nurul Farhana Sardimin

The research of the important of food packaging that influence customer buying behavior. This research we focus on small and medium enterprise (SME) product on food packaging. This research has been conducted to determine the elements of packaging does give an affect towards the customer buying behavior for SME product. In this study, the researcher collect the information from the primary and secondary. Objective of this research is to help the SME Melaka to improve the packaging product and increase the company profit. Other than that, the research also study the customer buying behavior towards the SME product. In addition, in this research also study the relationship between packaging element and customer buying behavior, to investigate the most influence factor and lastly is to give recommendation on how to improve the packaging for SME product. The research also make observation from the website and questionnaire from the customer. Besides that, research also used journal, articles and text book as secondary data in order to collect the data for the study. This study help SME to identify their weakness instead of achieve the high level of customer buying behavior towards their packaging elements provided them. Questionnaires has been distributed to 152 respondent. The research has proved that there are relationship between packaging elements towards customer buying behavior. The most influence packaging element provided by SME has been identified because it can improve their productivity, service and also gain profit.