A Study On The Effect Of Packaging Characteristic On Consumer Attraction

Nur Anas Farhana, Ibrahim (2015) A Study On The Effect Of Packaging Characteristic On Consumer Attraction. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Packaging is an art and technology that used to protect, storage, handle, information, deliver or present raw materials and processed goods. The purpose of this study was to investigate the effect of packaging characteristic on consumer attraction. It was not easy to attract the customer attraction especially when in competitive market. By examining and understanding the importance of packaging characteristic it can increase the customer attraction. This study used chips product from FELDA, Malaysia. This research to investigate the consumer attraction for FELDA chips product after the packaging product was changed to the new color, graphic and material. This research was used quantitative method which is survey (questionnaires) to analyzed the data from the consumer that based in Kuala Lumpur. There were 150 questionnaires that has been distributed to the potential respondents. According to the research finding, it has been indentified that the packaging color was the most dominant factor. It is further concluded that the packaging characteristic such as colors, graphic and material effected influence the consumer attraction. As a conclusion, the research would help the FELDA to increase their profit and image to the outsider.

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