The Influence of Packaging Attributes on Customer Buying Decision
Past studies reveal that efforts on the packaging strategies have become an increasing powerful marketing tool to attract customers. Packaging attributes such as packaging graphics, package designs, colors, shapes and pictures attracts consumers’ attention to a particular brand and influences consum...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2020
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1459/ http://eprints.intimal.edu.my/1459/1/ij2020_41.pdf |
| _version_ | 1848766743453892608 |
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| author | Lim, Kim Yew Chen, FengQiao Wong, Chee Hoo Rosmini, Omar Tan, Owee Kowang |
| author_facet | Lim, Kim Yew Chen, FengQiao Wong, Chee Hoo Rosmini, Omar Tan, Owee Kowang |
| author_sort | Lim, Kim Yew |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | Past studies reveal that efforts on the packaging strategies have become an increasing powerful marketing tool to attract customers. Packaging attributes such as packaging graphics, package designs, colors, shapes and pictures attracts consumers’ attention to a particular brand and influences consumer’s perceptions about product. However, the main objective of the present study is to examine the packaging attributes affecting the customers buying decisions. Specifically, this study focuses on the relationship between packaging color, packaging material, printed information on customers buying decision. The data of this study is collected using survey questionnaire and The Statistical Package for Social Science (SPSS) software is adopted to analyze the collected data. This study reveals that customers viewed printed information of products as the most important factor that influence buying decision. Meantime, finding from this study also reveals that packaging material is less influenced by the customer buying decision. The implication of the study is that marketers shall place printed information as the marketing focus when dealing with car marketing strategy towards potential customers. |
| first_indexed | 2025-11-14T11:56:00Z |
| format | Article |
| id | intimal-1459 |
| institution | INTI International University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:56:00Z |
| publishDate | 2020 |
| publisher | INTI International University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-14592024-03-22T06:10:21Z http://eprints.intimal.edu.my/1459/ The Influence of Packaging Attributes on Customer Buying Decision Lim, Kim Yew Chen, FengQiao Wong, Chee Hoo Rosmini, Omar Tan, Owee Kowang H Social Sciences (General) HC Economic History and Conditions Past studies reveal that efforts on the packaging strategies have become an increasing powerful marketing tool to attract customers. Packaging attributes such as packaging graphics, package designs, colors, shapes and pictures attracts consumers’ attention to a particular brand and influences consumer’s perceptions about product. However, the main objective of the present study is to examine the packaging attributes affecting the customers buying decisions. Specifically, this study focuses on the relationship between packaging color, packaging material, printed information on customers buying decision. The data of this study is collected using survey questionnaire and The Statistical Package for Social Science (SPSS) software is adopted to analyze the collected data. This study reveals that customers viewed printed information of products as the most important factor that influence buying decision. Meantime, finding from this study also reveals that packaging material is less influenced by the customer buying decision. The implication of the study is that marketers shall place printed information as the marketing focus when dealing with car marketing strategy towards potential customers. INTI International University 2020 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/1459/1/ij2020_41.pdf Lim, Kim Yew and Chen, FengQiao and Wong, Chee Hoo and Rosmini, Omar and Tan, Owee Kowang (2020) The Influence of Packaging Attributes on Customer Buying Decision. INTI JOURNAL, 2020 (41). ISSN e2600-7320 http://intijournal.newinti.edu.my |
| spellingShingle | H Social Sciences (General) HC Economic History and Conditions Lim, Kim Yew Chen, FengQiao Wong, Chee Hoo Rosmini, Omar Tan, Owee Kowang The Influence of Packaging Attributes on Customer Buying Decision |
| title | The Influence of Packaging Attributes on Customer Buying Decision |
| title_full | The Influence of Packaging Attributes on Customer Buying Decision |
| title_fullStr | The Influence of Packaging Attributes on Customer Buying Decision |
| title_full_unstemmed | The Influence of Packaging Attributes on Customer Buying Decision |
| title_short | The Influence of Packaging Attributes on Customer Buying Decision |
| title_sort | influence of packaging attributes on customer buying decision |
| topic | H Social Sciences (General) HC Economic History and Conditions |
| url | http://eprints.intimal.edu.my/1459/ http://eprints.intimal.edu.my/1459/ http://eprints.intimal.edu.my/1459/1/ij2020_41.pdf |