My dear supervisor devoted his patience, motivation and support to help me complete the paper in the right direction on time. In addition, this study can also be a source or reference of knowledge for those researchers who intend to conduct relevant research in the future.
INTRODUCTION
- Introduction
- Research Background
- Research Problem
- Research Objective
- Research Question
- Significance of Study
The product ingredients marked on the packaging were very essential for the consumers such as Muslim consumers. In addition, the issues of familiarity about the product ingredients on packaging and the safety product content also become one of the elements for Muslim consumers to consider.
LITERATURE REVIEW
- Introduction
- Review of Relevant Theoretical
- Theory of Reasoned Action (TRA)
- Review of Variables
- Purchase Intention
- Aesthetics Concept
- Conceptual Framework
- Hypothesis Development
- The relationship between packaging information and consumer
- The relationship between packaging material and consumer purchase
- The relationship between packaging attractiveness and consumer
There are three independent variables which include packaging information, packaging material and packaging attractiveness, while purchase intention is the dependent variable. However, the research of Waheed et al., (2018) stated that the printed information on packaging remained statistically insignificant with the dependent variable, purchase intention. Another previous study examines the most important packaging factors that so strongly influence the consumer's purchase intention.
As a result, all the packaging elements carried out earlier in that certain study have the significant relationship with the consumers' purchase intention; however, the packaging material is the most important factors that can strongly influence the consumer's purchase intention (Zekiri & Hasani, 2015). From the previous study of (Mazhar, Daud, Arz Bhutto & Mubeen, 2015) and (Waheed et. al., 2018) it clearly stated that the packaging material does not have the ability to influence the consumer's purchase intention and the hypothesis is reject. Consequently, there is considerable literature on packaging color having a significant relationship with purchase intention.
One finding showed that the visual elements influenced consumers' purchase intention. There are 36.43% of the respondents mentioned that color had been classified as one of the attractive visual elements on the packaging (Mohamed et. al., 2018).
RESEARCH METHODOLOGY
- Introduction
- Research Design
- Quantitative Approach
- Descriptive Research
- Sampling Design
- Target Population
- Sampling Location
- Sample Size
- Sampling Technique
- Data Collection Method
- Primary Data
- Questionnaire
- Research Instrument
- Questionnaire Design
- Pilot Testing
- Construct Measurement
- Origins of Construct
- Scale Measurement
- Proposed Data Analysis Tools
- Descriptive Analysis
- Inferential Analysis
Descriptive research can correctly and methodically characterize the characteristics of the population being researched (McCombes, 2020). In this research, questionnaires in the Google form are distributed over the Internet to those respondents who can understand the content of the questionnaire. Section C of the questionnaire is divided into four parts, each consisting of three independent variables and one dependent variable.
To produce a high-quality survey, a pilot test is undertaken before the final version of the questionnaire is published to determine its usefulness, relevance and reliability (Trakulmaykee et al. 2013). The picture of the product packaging that reflects the fact that it is of high quality influences my purchase decision. Much of the research study used inferential analysis because it can determine whether there is a relationship between intervention and outcome, including the relationship's strength (Trochim, 2002).
It refers to a method to determine the relationship and determine the strength of association between all variables (Uma & Sekaran, 2013).
DATA ANALYSIS
- Introduction
- Descriptive Analysis
- Respondents Demographic Profile
- Respondents General Information
- Central Tendencies Measurement of Constructs
- Reliability Test
- Inferential Analysis
- Pearson’s Correlation Analysis
- Multiple Regression Correlation Analysis
- Hypothesis Testing
See table 4.3 and figure 4.3 above, 131 respondents have a bachelor's degree with a percentage of 65.5. According to Table 4.7, a total of 4 variables have an alpha coefficient of more than 0.6, indicating that all variables have sufficient internal consistency reliability (Zikmund et al., 2013). Table 4.8 therefore shows the Pearson correlation coefficient results from this study which reveals that all the independent variables have the same p-value of 0.000 when it comes to the dependent variable.
Based on Table 4.9 above, the R-squared of this model is 0.579, which means that all independent variables (packaging information, packaging material, and packaging attractiveness) have 57.9% explanatory power for the dependent variable (consumer purchase intention). Therefore, PI, PM and PA can indicate a variation in the consumer's purchase intention on the product packaging. Meanwhile, consumers are more likely to have a strong purchase intention on the product packaging if the independent variables have a high value.
0.451 is the highest beta value, meaning PM has the greatest influence on consumer purchase intent on product packaging.
DISCUSSION AND CONCLUSION
Introduction
Summary of Statistical Analysis
- Descriptive Analysis
- Reliability Test
- Inferential Analysis
- Pearson’s Correlation Coefficient Analysis
- Multiple Regression Analysis
It discovered that all independent variables have a positive relationship with the dependent variable, according to the result of Pearson's correlation analysis. In this section finding, the independent variables (packaging information, packaging material and packaging attractiveness) account for 57.9% (R variant in the dependent variable (consumer purchase intention) Based on the standardized coefficient result, packaging material has the greatest influence on consumer purchase intention than other 2 variables.
As a result, packaging information, packaging material and packaging attractiveness show a positive relationship with consumer purchase intention, as the p-value is less than 0.05. In addition, the F value of 89.743 indicates that the result is statistically significant, and this model fits the data in this study.
Discussion on Findings
- Packaging Information
- Packaging Material
- Packaging Attractiveness
See Table 4.11, this hypothesis is accepted because the p-value of the packaging information (0.036) is lower than 0.05; therefore, packaging information positively affects the consumer's purchase intention on the product packaging when they shop. The result corresponds to previous studies by Carneiro et al (2005), which also showed that information labeling on product packaging can influence consumers' purchase intention and their purchase decision in the end. Meanwhile, packaging material has a significant influence on consumers' purchase intention; therefore, this hypothesis is also accepted.
This finding can be confirmed by the research by Mohamed et al., (2018), consumers decided which packaging material is best for the respective product based on the product they want to buy, to ensure that the items they buy have much less less likely to be damaged and the materials are more durable. Based on the result of Table 4.11, there is a relationship between packaging attractiveness and consumer purchase intention due to p-value of packaging attractiveness (0.000) also lower than 0.05. Past studies have supported these findings where packaging color is an aesthetic packaging element used to attract mass consumers to products; thus, packaging color is related to the consumer's purchase intention (Ehsan & . Samreenlodhi, 2015).
In addition, this finding is also similar to the study of Mohebbi (2014), which has a significant relationship between packaging graphics and consumer purchase intention.
Implications of Study
- Theoretical Findings
- Managerial Implications
- Research Objectives 1
- Research Objectives 2
- Research Objectives 3
As the H1 is supported, showing the relationship between packaging information and consumer purchase intention. As a consumer, respondents think they have the right to know what they have bought, how and where the product is made, as well as the expiry date through the packaging. This has also meant that consumers are more careful to see the information that can be seen on the labeling on the packaging.
Therefore, marketers need to improve the informational aspects of a product's packaging to convey a relevant message on the packaging and establish good communication through the packaging. This allows marketers to increase confidence in consumer purchase intent and ultimately meet consumer criteria and demands. The result also supported the H2, it classifies that the packaging material is one of the elements that influence consumer's purchase intent while shopping.
Consumers believe that the product package design of the future must be environmentally friendly, which advocated that the packaging could be reused and recycled.
Limitations of Study
For consumers, the findings of this study on visual elements are important, which revealed that beautiful graphics and pleasant color are more essential, which will influence the purchasing decision of consumers. Thus, marketers could focus more on the type of illustration, color tone, or how the product packaging design attracts consumers and that the final package does not cause consumers to lose interest in purchasing the product. In addition, the lack of independent variables may be one of the limitations of this study, as this study only proposed 3 independent variables to examine consumer purchase intention regarding product packaging.
There are still other potential packaging elements or other factors that can also affect the consumer's purchase intention. Therefore, this will lead to a limiting point of view for these marketers when looking at other visual elements from the consumer's point of view. In addition, the questionnaire of the research study would leave the respondents embarrassed because this study did not specify the set of products, so it might cause some problems or arguments of the questionnaire for the respondents.
This is because of the different types of product that will cause consumers to have different ideas and perceptions on the product packaging decision.
Recommendations for Future Research
Therefore, it may be difficult to obtain other diverse data sets if the data collections were mostly in one age group, which could not receive an extensive investigation. Current research focuses on all product categories; Therefore, future research could focus on certain product categories, such as fast-moving consumer goods, cosmetic products, etc., to ensure that respondents have a solid understanding of the research topic. To help various product marketers understand the target consumers' view on packaging, researchers can also investigate topics related to digital marketing as the current market trend emphasizes fast and effective online selling methods.
Conclusion
Effect of product packaging on customer protection of liquid detergents in Karu local government area in Nasarawa State, Nigeria. The influence of packaging attributes of food products on the purchasing decision: a consumer survey in Penang, Malaysia. International Journal of Marketing Studies https://www.intechopen.com/chapters Applied Psychometrics: Considerations on sample size and sample power in factor analysis (EFA, CFA) and SEM in general.
Retrieved from https://www.wwf.org.my/?28105/WWF-Releases-Report-Proposed-Effective-Solution-to-Mitigate-Plastic-. I am conducting my graduation project (FYP) on 'Product packaging criteria influencing consumer purchase intent'. Strongly agree The nutritional or health-related information on the product label. the packaging determines my purchasing decision.
