The Influence Of Packaging Attributes On Consumer Buying Decision For Beauty And Health Care Product

Yong, Vooi Ting (2016) The Influence Of Packaging Attributes On Consumer Buying Decision For Beauty And Health Care Product. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the role of packaging has change due to increasing variation in the consumer desires but not only used as increasing sales, attracting customers and product communication to its consumers. Packaging is often being one of the most important features in attracting potential customer to product. More companies are interested in packaging as a tool to increase their sales. This study was conducted to investigate the influence of packaging attributes on consumer buying decision for beauty and health care product. The data were collected using questionnaires from 200 respondents in Malaysia. Furthermore, Pilot test, descriptive analysis, Reliability test, Validity test and inferential analysis that including Correlations, Multiple Regression Analysis and Hypothesis testing had been discussed in chapter 4 in order to analysis the data collection. The finding of this research indicates that among the entire attributes such as colour, material and printed information have significant affect on consumer buying decision of beauty and health care product. However, font style and design of wrapped are no significant relationship with the consumer buying decision of beauty and health care product. Lastly, the results also show that printed information was the most influential attributes that affect on consumer buying decision of beauty and health care product.

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