The Influences Of Food Packaging Design Towards Purchase Intention Of Young Adults In Melaka

Salim, Nor Erzafahraina (2017) The Influences Of Food Packaging Design Towards Purchase Intention Of Young Adults In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Packaging has become a vital means for differentiating items and attracting consumer attention. Packaging is now an important aspect in marketing and is treated as one of the most influential factors concerning consumer purchase decision at the point of purchase. Therefore, this study was conducted to investigate the influences of food packaging design towards purchase intention of young adults in Melaka. The data were collected using structured questionnaires from 200 respondents. The results of the analysis show that among all the packaging components, product information concerning the packaging, graphic and the shape & size of the packaging has a significant impact on the purchase decision of food packaging. Interestingly, attributes, such as colour and materials, were not significant in influencing the purchase decision of food packaging design. The results of this study provide important insights to marketers and food manufacturers concerning the need to adopt an appropriate packaging strategy for food manufacturer in the Melaka market.

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