The impact of food packaging on consumer buying behavior / Syafafwati Zainuddin

Zainuddin, Syafafwati (2012) The impact of food packaging on consumer buying behavior / Syafafwati Zainuddin. [Student Project] (Submitted)


The role of packaging has changed with the move to self-service retail formats and 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 packaging attributes on consumer’s purchase decision of packaged food. A total of 100 consumers in Tesco Malacca were surveyed using a structured questionnaire. The results
showed that packaging colors and technology are associated with purchase decision of packaged
food products. Whereas, packaging graphics and printed information on packaged food do not have any significant relationship with purchase decision. 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.


Item Type: Student Project
Email / ID Num.
Zainuddin, Syafafwati
Email / ID Num.
Thesis advisor
Ismail, Zurina
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
H Social Sciences > HF Commerce > Customer services. Customer relations
H Social Sciences > HG Finance > Money > Money and prices. Inflation. Deflation. Purchasing power
T Technology > TX Home economics > Food service
Divisions: Universiti Teknologi MARA, Kelantan > Kota Bharu Campus > Faculty of Business and Management
Programme: Bachelor in Business Administration (Hons) Marketing
Keywords: self-service retail, marketing communications, sales, packaging attributes, consumer’s and technology.
Date: December 2012
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