Product packaging criteria that affect consumer intention to buy

Kam, Jia Ying (2022) Product packaging criteria that affect consumer intention to buy. Final Year Project, UTAR.

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Abstract

Nowadays, many industries are facing intense competition, which causes manufacturers to make more efforts to improve the communication ability and quality of their product packaging to help following the changes of consumer needs and attract consumers. Therefore, this study “Product Packaging Criteria that affect Consumer intention to buy’ aims to understand consumers' perception of product packaging design and examine whether the packaging elements can affect consumers' purchase intention to purchase certain product. This study may provide for those manufactures and marketers with a clear knowledge of the packaging elements that affect consumers purchase intention when shopping. Besides, this study may also be as a source or references of knowledge for those researchers who intend to conduct relevant research in the future. The theory that applied in this study is TRA because it is relevant to this research and may assist the researchers and viewers have a better understand on consumer purchase intention. Besides, the quantitative research method to collect the analysing and collect the relevant data for this study. In addition, Klang Valley has been selected as the data collection location for conducting the contribution of questionnaire in this study. To undertake the analysis, which include descriptive analysis, pilot test, reliability test, and inferential analysis, all data collected was analysed using SPSS Version 25.

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