Influence Of Packaging On Consumer Buying Decision In Snack Product

Ahmad Suki, Siti Fairuz (2019) Influence Of Packaging On Consumer Buying Decision In Snack Product. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The aim of the study is to identify the relation between influence of packaging and consumer buying decision in snack product. In this,the Influence of packaging or the independent variables consist of Color, Material, Labelling and Graphics .The objective of this study was specifically i) Determine the variable of the influence of packaging and consumer buying decision.ii) Examine the correlation between influence of packaging and consumer buying decision iii) Investigate the relationship between influence of packaging and consumer buying decision.This study used the quantitative analysis by using questionnaire as the research instrument. Students from 1st to 4th year students of FPTT , Universiti Teknikal Malaysia Melaka consist 400 students was the target population. Therefore,a sample of 196 students was selected according to krejcie and Morgan (1970) to answers the questionnaire. A set of descriptive statistic including graph, means, standard deviation and frequency tables were used to present the result of study.The relationship and correlation among the variable were calculated using Statiscal Package for Social Science (SPSS) version 25. The expected result of the study will shows that there is positive and significance relationship between influence of packaging and consumer buying decision in Snack Product. Thus, this study provides useful insight and feedback that will benefit the snack product manufacturers.

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