Brand Elements On Small Medium Enterprises (SMEs) Food Products And Their Impact Towards Consumer Purchase Intention

Din, Mohd Zailani (2016) Brand Elements On Small Medium Enterprises (SMEs) Food Products And Their Impact Towards Consumer Purchase Intention. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Brand elements such as brand name, packaging, logo or symbol and brand slogan play vital role towards small medium enterprises (SMEs) food products in order to get consumer purchase intention. However, many of small medium enterprises (SMEs) food products entrepreneurs do not care about brand elements and most of them only selling their food products without considering the importance of the brand elements. The purpose of this research is to study about brand elements on small medium enterprises (SMEs) food products and their impact towards consumer purchase intention. Methodological choice of this research is quantitative research using survey of 111 respondents which focusing on around Bandar Hilir, Melaka Tengah. The result from this research found that brand elements such as brand name, packaging and logo or symbol only that there is a positive relationship between small medium enterprises (SMEs) food products brand elements and consumer purchase intention. Meanwhile, brand slogan is not a positive relationship between small medium enterprises (SMEs) food products brand element and consumer purchase intention. In conclusion, brand name is most positive relationship towards consumer purchase intention, followed by packaging and logo or symbol. Therefore, this can be proven that brand elements such as brand name, packaging and logo or symbol played an important role to small medium enterprises (SMEs) food products business.

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