The Influence Of Food Product Packaging Attributes In Purchase Decision: A Study Among Consumers In Penang, Malaysia

Author(s): Siti Hasnah Hassan, Lee Wai Leng, Wong Wai Peng.

Keywords: Packaging, purchase decision, consumer, food industry, Malaysia

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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 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 food. Interestingly, attributes, such as graphics, colour, size and material, are 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.
 

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