The Snack Food Packaging and Customer Purchase Intention

Abstract

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. The purpose of this study is to determine what kind of packaging attributes will influence the purchase intention of customers on snack food in Malaysia. The studyused Stimulus(S) -Response (R) model and AIDA Modelto identify the packaging attributes which are packaging material, information on the package and the basic appearance of the package that have positive and strong relationship with the purchase intention of customers towards snack food. The data was collected through questionnaire from 250 respondents. SPSS and PLS have been used to analysis the data. All of the three independent variables of the research are expected to have significant as well as positive relationship with the dependent variable which ispurchase intention.