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Title: The Influence of Food Product Packaging Attributes In Purchase Decision: A Study Among Consumers In Penang, Malaysia
Authors: Siti Hasnah Hassan
Lee Wai Leng
Wong Wai Peng
Issue Date: Dec-2012
Publisher: Lembaga Pemasaran Pertanian Persekutuan (FAMA)
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 purchase decision at the point of purchase. Therefore, this study was conducted to investigate the effect of verbal and visual attributes on food packaging in consumer purchase decision. The data were collected using structured questionnaires from 181 respondents. The results of the analysis show that among all the packaging attributes, information concerning the packaging and the shape of the packaging has a significant impact on the purchase decision of processed foods. Interestingly, attributes, such as graphics, colour, size and material, were not significant in influencing the purchase decision of processed packaged foods. The results of this study provide important insights to marketers and food manufacturers concerning the need to adopt an appropriate packaging strategy for processed foods in the Malaysian market.
ISSN: 1985-3890
Appears in Collections:Journal of Agribusiness Marketing

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