The impact of informational packaging element towards consumer purchasing behaviour on snack product / Muhammad Fazreen Mazlan, Norabiatuladawiyah Ahmad Yahaya, Nur Atiqa Ruslan and Nur Adriana Shafiqah Mohd Mopit

Purpose of this study is to determine the impact of informational package element towards purchasing consumer behaviour for snack food. Today consumer choice is very important for the marketers. Study suggested that packaging elements are very important to customer purchase intention. There are few elements that can affect the customer purchase intention in terms of buying product, which are packaging design, packaging colour, packaging material and packaging graphic. These elements are important to increase customer purchase intention. Reason for doing this research are too knows view of our respondents at Segamat residential area about how element of packaging can affect their purchased decision. This survey was conducted to collect primary data which is researcher do a survey by questionnaire for Y generation in Segamat residential. 106 respondents are involved to answer the questionnaire. The data was analysing using SPSS. Findings suggested that elements of packaging graphic have positive relationship with purchase intention.