Food packaging elements will influence customers’ purchase intention / Athirah Razali

The aim of this thesis is to get the A study to point the role of packaging on purchase intention. The basic purpose of behind it to find out how such elements are behind the success of packaging will influence the purchase intention. According to this research I try to find the positive relationship between independent variables and dependent variables. For collecting data, I will used the questionnaire. The research based on consumers at Giant, Plentong Johor Bahru. The purchase intention is the dependent variable. The packaging is the most important elements toward customers. Packaging elements are labelling, color, design, and material is taken as independent variables. Due to the increasing changing consumers‟ lifestyle the interest in the package as a tool of sales promotion and stimulator of impulsive purchase intention is growing increasingly. So, package performs as an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors that will influencing customer’s purchase intention and decision among customers. By the articles, I seek that reveal elements of package having ultimate effect on consumer choice. Taking into consideration that package could be treated as a set of the various elements communicating different messages to consumers. It will be tested to reveal impact of visual and verbal package elements on the consumer’s purchase intention.