Authors : Mohd Izwan Mohd Zaki, Mohd Aliff Abdul Majid, Samsul Bahri Usman and Mohd Hazrin Iman Noorkhizan
Abstract: There is a considerable body of literature on consumer’s purchase intentions, however little is known about the influence of packaging as a marketing tool to promote Small Medium Enterprises (SMEs) food products. Looking at the importance of SMEs on nation economic growth there is a discernable need to examine the significance of packaging attributes on consumer’s purchase intentions within the context. This study investigates the influence of packaging attributes, i.e., visual elements and information elements on consumer’s purchase intentions on SMEs frozen food products. A 25-item questionnaire was adapted from previous literature and distributed to participants (N = 336). The 292 usable sets were analyzed and analysis showed that the model was statistically significant (F (1.290) = 462.1, p<0.001). Statistically, packaging attributes explained 72.7% of the variance of purchase intentions (R2 = 0.727). It was found that information elements made the largest contribution ($ = 0.484). This study provides necessary empirical support for the impact of packaging on consumer’s purchase intentions in the SMEs food industry. Understanding the influential factors of packaging on consumer’s purchase intentions might help the SMEs food manufacturers and operators to devise appropriate strategies for promoting their food products to consumers. Likewise, the benefits of packaging attributes should not be ignored but improved by SMEs food operators because it is regarded as one of the competitive edges that could leverage in the food industry business.
Mohd Izwan Mohd Zaki, Mohd Aliff Abdul Majid, Samsul Bahri Usman and Mohd Hazrin Iman Noorkhizan, 2017. Visual Elements, Information Elements and Purchase Intentions on Small Medium Enterprises Frozen Food Products among Consumers in Malaysia. The Social Sciences, 12: 2326-2331.