The Influence Of Packaging Attributes On Consumer Purchase Decision Of Face Cleansing Product.

Wee, Yuan Huan (2017) The Influence Of Packaging Attributes On Consumer Purchase Decision Of Face Cleansing Product. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

A product’s packaging plays a crucial role in attracting consumers and also acts as a brand communication vehicle. Packaging attributes are considered to have an influence on consumer purchase decisions for face cleansing product.A product’s packaging need to be designed well to convince consumers to buy it in the point of sale.In this study,the data were collected by using questionnaire from 150 respondents in Melaka,Malaysia that covered areas such as attributes of the packaging (colors,size,graphic and printed information) towards consumer purchase decision.The results of the analysis show that the packaging attributes have significant impact on the consumer buying decision of face cleansing product among young adult in Melaka,Malaysia.The results of this study provide exceptional judgment to face cleansing products marketers and manufacturers in the Malaysian market.

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