The Effect Of Packaging Design Elements On Youth Purchase Intention Of Junk Food
Published:
Apr 30, 2020
Keywords:
packaging design elements, purchase intention, junk food, packaging colour, packaging graphic, packaging size, packaging material
Main Article Content
Abstract
This research provides new knowledge on the purchase intention towards junk foods. The main purpose of this research study is to examine the packaging design elements as a determinant factor to purchase junk food among youth consumer that might be one of the most essential variable in marketing field. One of the aims of this study is covering the shortcomings of previous studies that didn't observe main factors that influence the consumer purchase intention toward junk food. The various packaging elements (packaging colour, packaging graphic, packaging size, packaging material and packaging label) have been conceptualized into integrated frameworks to investigate the factors that influence consumer purchase intention toward junk food products amongst youth. Data were collected from sample size of 322 respondents mainly degree students from the faculty of Hotel Management and Tourism, and Faculty of Engineering in Universiti Teknologi MARA, Penang. This study is further validated through a survey method used of questionnaire distribution. The data were further process and analyse using Statistical Package for Social Sciences (SPSS) version 22.0. The findings revealed that only four elements which are packaging colour, packaging graphic, packaging size and packaging label are positively significant with consumer purchase intention toward junk food while the packaging material was not significant with the consumer purchase intention toward junk food.
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Copyright (c) 2020 Puteri Nur Amira Abdl Rahman, Rabitah Harun, Nur Rashidi Johari
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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[28] Kuvykaite, R., Dovaliene, A., & Navickiene, L. (2009). Impact of package elements on consumer’s purchase decision. Economics and Management, 14, 441–447. https://doi.org/10.5755/j01.em.0.14.9405
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[30] Klama, J. (2013). Florida State University Libraries Predicting Fruit and Vegetable Intake with the Theory of Planned Behavior : A Literature Review.
[31] Kok, C. (2016). Malaysia’s GDP grew 4% in Q2. The Star, 8–9.
[32] Marsh, K., & Bugusu, B. (2007). Food packaging - Roles, materials, and environmental issues: Scientific status summary. Journal of Food Science, 72(3). https://doi.org/10.1111/j.1750-3841.2007.00301.x
[33] Mitul Deliya, B. M., & Parmar, B. (2012). Role of Packaging on Consumer Buying Behavior – Patan District. Global Journal of Management and Business Research,12(10).Retrievedfrom https://globaljournals.org/GJMBR_Volume12/8-Role-of-Packaging-on-Consumer-Buying.pdf
[34] Moore, D. R. (2001). Visual perception theories and communicating construction industry concepts. Work Study, 50(2), 58–64. https://doi.org/10.1108/00438020110382206
[35] Naresh, K. M. Basic Marketing Research (4th ed.). Upper Saddle River: Prentice Hall, 2012.
[36] Prendergast, G., & Pitt, L. (1997). Logistics and the Environment. Handbook of Transport and the Environment. https://doi.org/10.1108/9781786359513-037
[37] Puyares V, Ares G, Carrau F. (2010). Searching a specific bottle for Tannat wine using check-all-that apply question and conjoint analysis. Food Qual Prefer 21: 684-691.
[38] Raghubir, P., & Krishna, A. (1999). Vital Dimensions in Volume Perception: Can the Eye Fool the Stomach? Journal of Marketing Research, 36(3), 313. https://doi.org/10.2307/3152079
[39] Raof, R. A., Othman, N., Mara, U. T., & Mara, U. T. (2017). Consumer ’ s Purchase Decision towards Canned Pineapple Products in Malaysia Faculty of Business management, 8(9), 69–78.
[40] Rundh, B. (2009). Packaging design: creating competitive advantage with product packaging. British Food Journal, 111(9), 988–1002. https://doi.org/10.1108/00070700910992880
[41] Schoormans, J.P.L. and Robben, H.S.J. (1997). “Effect of new package design on product attention, categorization and evaluation”, Journal of Economic Psychology, Vol. 18 No 2/3, pp. 271-87.
[42] Sekaran, U. & Bougie, R. (2013). Sampling in Research Methods for Business (6th ed.p. 240). West Sussex, United Kingdom: Wiley.
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[44] Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions. British Food Journal. https://doi.org/10.1108/00070700410553602
[45] Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: a conjoint analysis approach. European Journal of Marketing (Vol. 41). https://doi.org/10.1108/03090560710821279
[46] Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422.
[47] Wells, L. E., Farley, H., & Armstrong, G. A. (2007). The importance of packaging design for own‐label food brands. International Journal of Retail & Distribution Management, 35(9), 677–690. https://doi.org/10.1108/09590550710773237
[48] Westerman SJ, Sutherland EJ, Gardner PH, Baig N, Critchley C, Hickey C, Mehigan S, Solway A, Zervos Z. (2013). The design of consumer packaging: effects of manipulations of shape orientation and alignment of graphical forms on consumers’ assessments. Food Qual Prefer 27: 8-17.
[49] Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer Purchase Intention. Global Journal of Management and Business Research, 15 (2), 2–3. https://doi.org/10.14738/assrj.21.139
[2] Ajzen, I. (1991). The theory of planned behaviour. Organizational behavior and human decision making, 50, 179-211.
[3] Ali, A., & Ahmed, I. (2011). Determinants of Pakistani Consumers’ Green Purchase Behavior : Some Insights from a Developing Country, 2(3), 217–226.
[4] Ali, J., Kapoor, S., & Moorthy, J. (2010). Buying behaviour of consumers for food products in an emerging economy. British Food Journal, 112(2), 109–124. https://doi.org/10.1108/00070701011018806
[5] Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100–112. https://doi.org/10.1108/07363760610655032
[6] Arboretti, R., Bordignon, P. (2016). Consumer preferences in food packaging: CUB models and conjoint analysis. British Food Journal, 118(3), pp. 527-540
[7] Ares, G., & Deliza, R. (2010). Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Quality and Preference, 21(8), 930–937. https://doi.org/10.1016/j.foodqual.2010.03.006
[8] Baffour Awuah, G., & Amal, M. (2011). Impact of globalization. European Business Review, 23(1), 120–132. https://doi.org/10.1108/09555341111098026
[9] Becker L, van Rompay T, Schifferstein H, Galetzka M. (2011).Tough package strong taste: The influence of packaging design on taste impressions and product evaluations. Food Qual Prefer 22: 17-23.
[10] Bloch, P. H. (1995). Seeking the Ideal Form: Product Design and Consumer Response. Journal of Marketing, 59(3), 16. https://doi.org/10.2307/1252116
[11] Bone PF, France KR. (2001). Package graphics and consumer product beliefs. J Bus Psychol 15(3): 467-89.
[12] Brozović, M., Bucić, B., Čikara, D., Lasić, A., & Kovačević, D. (2017). The users ’ tendency to different packaging materials regarding to the type of product, 28, 47–54.
[13] Clement, J. (2007). Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design. Journal of Marketing Management, 23(9–10), 917–928. https://doi.org/10.1362/026725707X250395
[14] Clement, J., Skovgaard Andersen, M., & O’Doherty Jensen, K. (2012). Framework for understanding misleading information in daily shopping. Qualitative Market Research: An International Journal, 15(2), 110–127. https://doi.org/10.1108/13522751211215859
[15] Cottrell, D. W. (2013). Malaysia Retail Foods Annual 2013, 1–30. Retrieved from http://gain.fas.usda.gov/RecentGAINPublications/RetailFoods_Kuala Lumpur_Malaysia_12-30-2010.pdf
[16] Cummings, S., Parham, E. S., & Strain, G. W. (2002). Position of the American Dietetic Association: weight management. Journal of the American Dietetic Association. https://doi.org/10.1016/j.jada.2008.11.041
[17] Deliza, R., MacFie, H., & Hedderley, D. (1999). An investigation using the repertory grid and focus group methods of the package features affecting consumer perception. Brazilian Journal of Food Technology, 2(1), 63–71.
[18] Dietz, Martin H., Matee, Stephen and Ssali, W. (2000). Assessment of the Small-scale Food Processing Subsector in Tanznania and Uganda. Study Report, 1–65.
[19] Dobson, P., & Yadav, A. (2012). Packaging in a market economy: The economic and commercial roleofpackagingcommunication.NorwichBusinessSchool,(June).Retrievedfromhttp://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:Packaging+in+a+Market+Economy:+The+Economic+and+Commercial+Role+of+Packaging+Communication
[20] Don, T. (2018). Junk food portion sizes haven â€TM t changed in 20 YEARS despite the obesity epidemic, 1–32.
[21] Donsky, A., Boyer, R., & Tsakos, L. (2011). Unjunk Your Junk Food: Healthy Alternatives to Conventional Snacks. New York: Simon and Schuster.
[22] Eldesouky, A., & Mesias, F. (2014). An insight into the influence of packaging and presentation format on consumer purchasing attitudes towards cheese: A qualitative study. Spanish Journal of Agricultural Research, 12(2), 305–312. https://doi.org/10.5424/sjar/2014122-5520
[23] Enneking, U., Neumann, C., & Henneberg, S. (2007). How important intrinsic and extrinsic product attributes affect purchase decision. Food Quality and Preference, 18(1), 133–138. https://doi.org/10.1016/j.foodqual.2005.09.008
[24] Gofman, A., Moskowitz, H. R., & Mets, T. (2010). Accelerating structured consumer‐driven package design. Journal of Consumer Marketing, 27(2), 157–168. https://doi.org/10.1108/07363761011027259
[25] Grossman, R.P. and Wisenblit, J.Z. (1999)."What we know about consumers' colour choices", Journal of Marketing Practice: Applied Marketing Science, Vol. 5 No. 3, pp. 78-88
[26] Hoover’s. (2013). Snack Foods Manufacturing, 1–21.
[27] Kii, W., & Lin, L. (2016). Young Adult Sarawakian Purchase Intention On Junk Food Based On Packaging Design Elements. Fadilah Siali, 2(2), 1–2.
[28] Kuvykaite, R., Dovaliene, A., & Navickiene, L. (2009). Impact of package elements on consumer’s purchase decision. Economics and Management, 14, 441–447. https://doi.org/10.5755/j01.em.0.14.9405
[29] Klaiman, K., Ortega, D.L., Garnache, C. (2016). Consumer preferences and demand for packaging material and recyclability. Resources, Conservation and Recycling, 115, pp. 1-8
[30] Klama, J. (2013). Florida State University Libraries Predicting Fruit and Vegetable Intake with the Theory of Planned Behavior : A Literature Review.
[31] Kok, C. (2016). Malaysia’s GDP grew 4% in Q2. The Star, 8–9.
[32] Marsh, K., & Bugusu, B. (2007). Food packaging - Roles, materials, and environmental issues: Scientific status summary. Journal of Food Science, 72(3). https://doi.org/10.1111/j.1750-3841.2007.00301.x
[33] Mitul Deliya, B. M., & Parmar, B. (2012). Role of Packaging on Consumer Buying Behavior – Patan District. Global Journal of Management and Business Research,12(10).Retrievedfrom https://globaljournals.org/GJMBR_Volume12/8-Role-of-Packaging-on-Consumer-Buying.pdf
[34] Moore, D. R. (2001). Visual perception theories and communicating construction industry concepts. Work Study, 50(2), 58–64. https://doi.org/10.1108/00438020110382206
[35] Naresh, K. M. Basic Marketing Research (4th ed.). Upper Saddle River: Prentice Hall, 2012.
[36] Prendergast, G., & Pitt, L. (1997). Logistics and the Environment. Handbook of Transport and the Environment. https://doi.org/10.1108/9781786359513-037
[37] Puyares V, Ares G, Carrau F. (2010). Searching a specific bottle for Tannat wine using check-all-that apply question and conjoint analysis. Food Qual Prefer 21: 684-691.
[38] Raghubir, P., & Krishna, A. (1999). Vital Dimensions in Volume Perception: Can the Eye Fool the Stomach? Journal of Marketing Research, 36(3), 313. https://doi.org/10.2307/3152079
[39] Raof, R. A., Othman, N., Mara, U. T., & Mara, U. T. (2017). Consumer ’ s Purchase Decision towards Canned Pineapple Products in Malaysia Faculty of Business management, 8(9), 69–78.
[40] Rundh, B. (2009). Packaging design: creating competitive advantage with product packaging. British Food Journal, 111(9), 988–1002. https://doi.org/10.1108/00070700910992880
[41] Schoormans, J.P.L. and Robben, H.S.J. (1997). “Effect of new package design on product attention, categorization and evaluation”, Journal of Economic Psychology, Vol. 18 No 2/3, pp. 271-87.
[42] Sekaran, U. & Bougie, R. (2013). Sampling in Research Methods for Business (6th ed.p. 240). West Sussex, United Kingdom: Wiley.
[43] Sekaran, U., & Bougie, R. (2013). Sampling in Research Methods for Business (6th ed.p. 241). West Sussex, United Kingdom: Wiley.
[44] Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions. British Food Journal. https://doi.org/10.1108/00070700410553602
[45] Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: a conjoint analysis approach. European Journal of Marketing (Vol. 41). https://doi.org/10.1108/03090560710821279
[46] Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422.
[47] Wells, L. E., Farley, H., & Armstrong, G. A. (2007). The importance of packaging design for own‐label food brands. International Journal of Retail & Distribution Management, 35(9), 677–690. https://doi.org/10.1108/09590550710773237
[48] Westerman SJ, Sutherland EJ, Gardner PH, Baig N, Critchley C, Hickey C, Mehigan S, Solway A, Zervos Z. (2013). The design of consumer packaging: effects of manipulations of shape orientation and alignment of graphical forms on consumers’ assessments. Food Qual Prefer 27: 8-17.
[49] Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer Purchase Intention. Global Journal of Management and Business Research, 15 (2), 2–3. https://doi.org/10.14738/assrj.21.139