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dc.contributor.authorSiti Hasnah Hassan
dc.contributor.authorLee Wai Leng
dc.contributor.authorWong Wai Peng
dc.description.abstractPackaging 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.en_US
dc.publisherLembaga Pemasaran Pertanian Persekutuan (FAMA)en_US
dc.relation.ispartofJournal of Agribusiness Marketing, Vol.5, December 2012, p.14-28.
dc.relation.requiresAdobe Acrobat Reader, 8.0
dc.subject.lcshFood -- Packaging
dc.subject.lcshFood Industry and Trade
dc.titleThe Influence of Food Product Packaging Attributes In Purchase Decision: A Study Among Consumers In Penang, Malaysiaen_US
dc.rights.holderLembaga Pemasaran Pertanian Persekutuan (FAMA)
Appears in Collections:Journal of Agribusiness Marketing

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