The impacts of product packaging on consumer buying behavior - a case study of Melaka traditional food products

Abd Ra'ais, Nur Nadiah (2018) The impacts of product packaging on consumer buying behavior - a case study of Melaka traditional food products. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

	Text (24 Pages) The Impacts Of Product Packaging On Consumer Buying Behavior - A Case Study Of Melaka Traditional Food Products.pdf - Submitted Version Download (276kB)
	Text (Full Text) The Impacts Of Product Packaging On Consumer Buying Behavior - A Case Study Of Melaka Traditional Food Products.pdf - Submitted Version Restricted to Registered users only Download (719kB)

Abstract

The aim of this research is to investigate, analyze and understand the impacts of product packaging on consumer buying behavior. This research focuses on the Melaka traditional food product. The independent variable of this research is product packaging, but the researcher narrowed it down to the four elements of product packaging, which are graphic design, packaging dimension, printed information, and innovation. The dependent variable of this research is consumer buying behavior. The researcher will identify the relationship between the independent variables and the dependent variable. Next, the researcher will examine which elements in the food product packaging have an impact on consumer buying behavior. Then, the researcher will identify how these elements impact on consumer buying behavior. The researcher conducted this research by using the quantitative approach where the samples of 100 questionnaires were distributed to respondents around Melaka City.

Actions (login required)

View Item