The Influence Of Packaging On Consumer Preferences For SME Packed Food SME Perspectives

Ramli, Nor Adilla (2019) The Influence Of Packaging On Consumer Preferences For SME Packed Food SME Perspectives. Project Report. Universiti Teknikal Malaysia Melaka, 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 preferences especially at the point of purchasing the packed food product. Therefore, this study was conducted to investigate the the influence of packaging on consumer preferences for SME packed food from SME’s perspectives. The research goal of this study is to determine the best packaging approaches that maximize influence on consumer’s preferences for SME packed food. This study use qualitative approaches by conducting interview and observation related to packaging of SME packed food product. Last but not least, it is the research finding show a better understanding of packaging produced by SME. Besides, the results of this study provide important insights to marketer and food manufacturers concerning the need to adopt an appropriate packaging strategy for processed foods in the Malaysian market.

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