Analyze food product packaging design that influence consumer purchase intention

Idris, Maizatul Afifah (2018) Analyze food product packaging design that influence consumer purchase intention. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Packaging has become sales promotion tools and stimulator in creating consumer purchase intention. This phenomenon is due to changing in consumers’ attitude and behavior dynamics. In the point of sales, packaging need to performs an important role in marketing communications because many consumers will look at a product in short period of time, so packaging need to be designed well enough to convince them buy your product in the short amount of time. For that reason, this study is conduct to analyze food product packaging designs that influence consumer purchase intention. The data will collects using questionnaire from 400 respondents in Melaka. The results of the analysis will show that among all the packaging design elements, color, shape, symbols and font which that have significant impact on the consumer purchase intention of food product. The results of this study will contribute remarkable conclusion to marketers and food product manufacturer in Malaysia market.

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