Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements
An effective proactive product promotion is much needed to compete in the today’s competitive global market. Together, the product packaging has come to play an important role to influence consumers’ purchasing intention. The purpose of this study is to examine consumers’ perceptions towards pack...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Institute of Borneo Studies, UNIMAS
2016
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/15051/ http://ir.unimas.my/id/eprint/15051/1/YOUNG%20ADULT%20SARAWAKIAN%20PURCHASE%20INTENTION%20ON%20JUNK%20FOOD%20BASED%20%28abstract%29.pdf |
| _version_ | 1848837774928510976 |
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| author | Fadilah, Siali Kii, Winnie Lin Lin Mahani Muhammad, Abdu Shakur Norazirah, Ayob |
| author_facet | Fadilah, Siali Kii, Winnie Lin Lin Mahani Muhammad, Abdu Shakur Norazirah, Ayob |
| author_sort | Fadilah, Siali |
| building | UNIMAS Institutional Repository |
| collection | Online Access |
| description | An effective proactive product promotion is much needed to compete in the today’s competitive
global market. Together, the product packaging has come to play an important role to influence
consumers’ purchasing intention. The purpose of this study is to examine consumers’ perceptions
towards packaging design elements and to determine the most influential factors on their purchase
intention. A survey was conducted using self-administered structured questionnaires from 385
young adult respondents in Kota Samarahan and Kuching, Sarawak. Two junk food packaging with different package designs and attributes were used in this study. Major results show that the
packaging colour, graphic, size, shape, material, and information have significant relationship with
purchase intention. The finding could provide important insights to marketers and food
manufacturers to adopt an appropriate packaging strategy for junk food to attract more sales from
this particular group of consumers. |
| first_indexed | 2025-11-15T06:45:01Z |
| format | Article |
| id | unimas-15051 |
| institution | Universiti Malaysia Sarawak |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T06:45:01Z |
| publishDate | 2016 |
| publisher | Institute of Borneo Studies, UNIMAS |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | unimas-150512017-02-22T07:22:49Z http://ir.unimas.my/id/eprint/15051/ Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements Fadilah, Siali Kii, Winnie Lin Lin Mahani Muhammad, Abdu Shakur Norazirah, Ayob TS Manufactures An effective proactive product promotion is much needed to compete in the today’s competitive global market. Together, the product packaging has come to play an important role to influence consumers’ purchasing intention. The purpose of this study is to examine consumers’ perceptions towards packaging design elements and to determine the most influential factors on their purchase intention. A survey was conducted using self-administered structured questionnaires from 385 young adult respondents in Kota Samarahan and Kuching, Sarawak. Two junk food packaging with different package designs and attributes were used in this study. Major results show that the packaging colour, graphic, size, shape, material, and information have significant relationship with purchase intention. The finding could provide important insights to marketers and food manufacturers to adopt an appropriate packaging strategy for junk food to attract more sales from this particular group of consumers. Institute of Borneo Studies, UNIMAS 2016 Article PeerReviewed text en http://ir.unimas.my/id/eprint/15051/1/YOUNG%20ADULT%20SARAWAKIAN%20PURCHASE%20INTENTION%20ON%20JUNK%20FOOD%20BASED%20%28abstract%29.pdf Fadilah, Siali and Kii, Winnie Lin Lin and Mahani Muhammad, Abdu Shakur and Norazirah, Ayob (2016) Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements. Journal of Borneo Kalimantan, 2 (2). ISSN 2289-2583 |
| spellingShingle | TS Manufactures Fadilah, Siali Kii, Winnie Lin Lin Mahani Muhammad, Abdu Shakur Norazirah, Ayob Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements |
| title | Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements |
| title_full | Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements |
| title_fullStr | Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements |
| title_full_unstemmed | Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements |
| title_short | Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements |
| title_sort | young adult sarawakian purchase intention on junk food based on packaging design elements |
| topic | TS Manufactures |
| url | http://ir.unimas.my/id/eprint/15051/ http://ir.unimas.my/id/eprint/15051/1/YOUNG%20ADULT%20SARAWAKIAN%20PURCHASE%20INTENTION%20ON%20JUNK%20FOOD%20BASED%20%28abstract%29.pdf |