The Influence Of Packaging Attributes Towards Consumer Buying Behaviour Of Soft Drinks In Southern Malaysia

Ye, Lily (2015) The Influence Of Packaging Attributes Towards Consumer Buying Behaviour Of Soft Drinks In Southern Malaysia. Project Report. UTeM. (Submitted)

Text (24 pages) The Influence Of Packaging Attributes Towards Soft Drinks In Southern Malaysia 24 Pages.pdf - Submitted Version Download (313kB)

Abstract

Packaging is often be one of the most important feature in attracting potential customer to product. Most shoppers will look at a product for less than ten seconds, so packaging needed to be designed well enough to convince them to buy your product in that short amount of time. For that reason, this study was conducted to investigate the influence of packaging attributes on soft drinks packaging in consumer buying behavior. The data were collected using questionnaires from 150 respondents in Southern Malaysia. The results of the analysis show that among all the packaging attributes, shape, size and graphics have significant impact on the consumer buying behavior of soft drinks in Southern Malaysia. There’s thought-provoking when graphics, printed information and materials, were not significant in influencing the consumer buying behavior of soft drinks. The results of this study contributes exceptional judgment to marketers and beverage manufacturers in the Malaysian market.

Actions (login required)

View Item