YOUNG ADULT SARAWAKIAN PURCHASE INTENTION ON JUNK FOOD BASED ON PACKAGING DESIGN ELEMENTS.
DOI:
https://doi.org/10.33736/jbk.472.2016Abstract
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.
Keywords: Purchase intention; Packaging; Design; Consumer Perception; Junk food
References
Aaker, D. A., Batra, R. & Myers, J. G. (1992). Advertising management (4th ed.). London: Prentice Hall
Armstrong, G., & Kotler, P. (2005). Marketing: An introduction. USA: Pearson Prentice Hall
Bertrand, K. (2006). Packaging for organic and all-natural products. Retrieved from http://www.foodprocessing.com/articles/2006/085/?show=all
Bloch, P. H. (1995). Seeking the ideal form: product design and consumer response. The Journal of Marketing, Vol. 59, No. 3 (Jul., 1995), pp. 16-29.
https://doi.org/10.1177/002224299505900302
Boyce, M. (2014). Junk Food Eliminator. Retrieved from http://books.google.com.my/books?id=wSxAAwAAQBAJ&pg=PP4&dq=Organic+is+on+so+many+food+packages+of+highly+processed+foods&hl=en&sa=X&ei=A_ItVN_2E5aNuASky4CIBQ&redir_esc=y#v=onepage&q=Organic%20is%20on%20so%20many%20food%20packages%20of%20highly%20processed%20foods&f=false
Burhans, D. (2008). Crunch!: A History of the Great American Potato Chip. USA: Terrace Books. Coulson, S., & Oakley, T. (2000). Blending basics. Cognitive linguistics, 11(3/4), 175-196.
https://doi.org/10.1515/cogl.2001.014
Cummings, S., Parham, E. S., & Strain, G. W. (2002). Position of the American Dietetic: Association weight management. Journal of the American Dietetic Association, 102(8), 1145-1155. Davies Madlen Decmber 2014. Junk food portion sizes haven't changed in 20 YEARS despite the obesity epidemic. Mail Online. Retrieved from http://www.dailymail.co.uk/health/article-2892614/Junk-food-portion-sizes-haven-t-changed-20-YEARS-despite-obesity-epidemic.html#ixzz4RMIwhQzV
https://doi.org/10.1016/S0002-8223(02)90255-5
Desai, K. K., & Keller, K. L. (2002). The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66(1), 73-93.
https://doi.org/10.1509/jmkg.66.1.73.18450
Donsky, A., Boyer, R., & Tsakos, L. (2011). Unjunk Your Junk Food: Healthy Alternatives to Conventional Snacks. New York: Simon and Schuster.
Draskovic, N., Temperley, J., & Pavicic, J. (2009). Comparative perception (s) of consumer goods packaging: Croatian consumers perspective (s). International Journal of Management Cases, 11(2), 154-163.
https://doi.org/10.5848/APBJ.2009.00028
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
Erikson, E. H. (1950). Childhood and Society. New York: Norton.
Gibbs, G. (2010). Dimensions of quality. New York: Higher Education Academy.
Hassan, S. H., Lee, W. L., & Wong, W. P. (2012). The Influence of Food Product Packaging Attributes In Purchase Decision: A Study Among Consumers In Penang, Malaysia. Journal of Agribusiness Marketing, 5), 14-28
Holmes, G. R., & Paswan, A. (2012). Consumer reaction to new package design. Journal of Product & Brand Management, 21(2), 109-116.
https://doi.org/10.1108/10610421211215553
Hoover's Inc., A D&B Company (12.3.2012), INDUSTRY PROFILE: Snack Foods Manufacturing.
First Research. NAICS CODES: 31191 SIC CODES: 2068, 2096
Institute of Grocery Distribution (IGD). (2003). Competition intensifies in Thailand. Retrieved November 16, 2014, from www.igd.com/analysis/news_analysis/viewArticle_fs.asp?mode ¼ sr&at ¼ 0&id ¼ 701
Junoh, A. S., & Yaacob, M. R. (2011), Determinants Of Customer Satisfaction Towards Broadband Services In Malaysia, International Journal Of Business, Humanities And Technology, Vol. 1 No. 2;
Keller, K. L. (2001). Building customer-based brand equity. Marketing Management, 10(2), 14-21.
Klimchuk, M. R., & Krasovec, S. A. (2013). Packaging design: Successful product branding from concept to shelf. New Jersey: John Wiley & Sons. Kok Cecilia, 12 August 2016 : Malaysia's GDP grew 4% in Q2 , Business News, The star online. Retrieved from http://www.thestar.com.my/business/business-news/2016/08/12/malaysia-gdp-grew-4pct-in-q2-of-2016/
Kuvykaite, R., Dovaliene, A., & Navickiene, L. (2009). Impact of package elements on consumer's purchase decision. Economics & Management, 14(1), 441-447. Lamb, C., Hair, J., & McDaniel, C. (2008). Marketing. Canada: Thompson Higher Education.
Lee, S. G., & Lye, S. W. (2003). Design for manual packaging. International Journal of Physical Distribution & Logistics Management, 33(2), 163-189.
https://doi.org/10.1108/09600030310469162
Madden, T. J., Hewett, K., & Roth, M. S. (2000). Managing images in different cultures: A cross-national study of color meanings and preferences. Journal of International Marketing, 8(4), 90-107.
https://doi.org/10.1509/jimk.8.4.90.19795
McKillup, S. (2005). Statistics explained: An introductory guide for life scientists. Retrieved from http://books.google.com.my/books?id=3wCWS4VnLJMC&pg=PA177&dq=correlation+in+statistic&hl=en&sa=X&ei=RVuEVJCDF8iLuASgwIGIAw&ved=0CFwQ6AEwCQ#v=onepage&q=correlation%20in%20statistic&f=false
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. The MIT Press.
Mitchell, V. W., & Papavassiliou, V. (1999). Marketing causes and implications of consumer confusion. Journal of Product & Brand Management, 8(4), 319-342.
https://doi.org/10.1108/10610429910284300
Moore, D. R. (2001). Visual perception theories and communicating construction industry concepts. Work Study, 50(2), 58-64.
https://doi.org/10.1108/00438020110382206
New Zealand Trade & Enterprise. (2012). Food and beverage in Malaysia. Niles, R. (n.d.). T tests. Retrieved from http://www.robertniles.com/stats/tscore.shtml Polyakova, K. (2013). Packaging design as a Marketing tool and Desire to purchase. Thesis.
Saimaa University of Applied Sciences Faculty of Business Administration, Lappeenranta Degree Programme in International Business
Prendergast, G. P., & Marr, N. E. (1997). Generic products: who buys them and how do they perform relative to each other? European Journal of Marketing, 31(2), 94-109.
https://doi.org/10.1108/03090569710157070
Raghubir, P., & Krishna, A. (1999). Vital dimensions in volume perception: can the eye fool the stomach? Journal of Marketing Research, 313-326.
https://doi.org/10.1177/002224379903600302
Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. Journal of Product & Brand Management, 9(1), 56-70.
https://doi.org/10.1108/10610420010316339
Rodgers, S. (2003). The effects of sponsor relevance on consumer reactions to internet sponsorships. Journal of Advertising, 32(4), 67-76.
https://doi.org/10.1080/00913367.2003.10639141
Rocha, S., Tandon, V., & Nazarian, S. (2004). Falling Weight Deflectometer Fleet: Repeatability and Reproducibility. Road materials and pavement design, 5(2), 215-238.
https://doi.org/10.1080/14680629.2004.9689970
Rundh, B. (2005). The multi-faceted dimension of packaging: marketing logistic or marketing tool? British Food Journal, 107(9), 670-684.
https://doi.org/10.1108/00070700510615053
Rundh, B. (2009). Packaging design: creating competitive advantage with product packaging. British Food Journal, 111(9), 988-1002.
https://doi.org/10.1108/00070700910992880
Sanchez, C. S. (1996). Introduction: The concept of population. International Journal of Anthropology, 11(2-4), 15-18.
https://doi.org/10.1007/BF02441407
Schoormans, J. P. L. & Robben, H. S. J. (1997). The Effect of New Package Design on Product Attention, Categorization and Evaluation. Journal of Economic Psychology, 18 (2-3), 271-287.
https://doi.org/10.1016/S0167-4870(97)00008-1
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: an exploratory study on the impact of involvement level and time pressure. British Food Journal, 106(8), 607-628.
https://doi.org/10.1108/00070700410553602
Sekaran, U. (2003). Research method for business: A skill building approach. NewYork: John Wiley and Sons Inc. Shergill, G. S., & Chen, Z. (2005).
Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6), 783-789.
https://doi.org/10.1108/00251740610673332
Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: a conjoint analysis approach. European Journal of Marketing, 41(11/12), 1495-1517.
https://doi.org/10.1108/03090560710821279
Sioutis, T. (2011). Effects of package design on consumer expectations of food product healthiness. Master's Thesis. University of Aarhus.
Smith, A. F. (2011). Fast food and junk food: An encyclopedia of what we love to eat: an encyclopedia of what we love to eat. California: Greenwood.
Smith, P. R., & Taylor, J. (2004). Marketing communications: an integrated approach. London: Kogan Page Publishers.
Sherwood, M. (1999). Winning the shelf wars. Global Cosmetic Industry, 164(3), 64-67.
Trochim, W. M., & Donnelly, J. P. (2005). Research methods: The concise knowledge base. Atomic Dog Pub.
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.
https://doi.org/10.1108/10610420110410531
USDA Foreign Agricultural Service. (2013). Malaysia retail foods. Kuala Lumpur: FAS Kuala Lumpur.
Vila, N., & Ampuero, O. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100-112.
https://doi.org/10.1108/07363760610655032
Van Der Linde, A., & Tutz, G. (2008). On association in regression: the coefficient of determination revisited. Statistics, 42(1), 1-24.
https://doi.org/10.1080/02331880701529530
Wiederman, M. W. (1999). Volunteer bias in sexuality research using college student participants. Journal of Sex Research, 36, 59-66.
https://doi.org/10.1080/00224499909551968
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
https://doi.org/10.1177/002224298805200302
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2012). Business Research Methods (9th International Ed.). : South-Western.
Downloads
Published
How to Cite
Issue
Section
License
-
Copyright Transfer Statement for Journal
1) In signing this statement, the author(s) grant UNIMAS Publisher an exclusive license to publish their original research papers. The author(s) also grant UNIMAS Publisher permission to reproduce, recreate, translate, extract or summarize, and to distribute and display in any forms, formats, and media. The author(s) can reuse their papers in their future printed work without first requiring permission from UNIMAS Publisher, provided that the author(s) acknowledge and reference publication in the Journal.
2) For open access articles, the author(s) agree that their articles published under UNIMAS Publisher are distributed under the terms of the CC-BY-NC-SA (Creative Commons Attribution-Non Commercial-Share Alike 4.0 International License) which permits unrestricted use, distribution, and reproduction in any medium, for non-commercial purposes, provided the original work of the author(s) is properly cited.
3) For subscription articles, the author(s) agree that UNIMAS Publisher holds copyright, or an exclusive license to publish. Readers or users may view, download, print, and copy the content, for academic purposes, subject to the following conditions of use: (a) any reuse of materials is subject to permission from UNIMAS Publisher; (b) archived materials may only be used for academic research; (c) archived materials may not be used for commercial purposes, which include but not limited to monetary compensation by means of sale, resale, license, transfer of copyright, loan, etc.; and (d) archived materials may not be re-published in any part, either in print or online.
4) The author(s) is/are responsible to ensure his or her or their submitted work is original and does not infringe any existing copyright, trademark, patent, statutory right, or propriety right of others. Corresponding author(s) has (have) obtained permission from all co-authors prior to submission to the journal. Upon submission of the manuscript, the author(s) agree that no similar work has been or will be submitted or published elsewhere in any language. If submitted manuscript includes materials from others, the authors have obtained the permission from the copyright owners.
5) In signing this statement, the author(s) declare(s) that the researches in which they have conducted are in compliance with the current laws of the respective country and UNIMAS Journal Publication Ethics Policy. Any experimentation or research involving human or the use of animal samples must obtain approval from Human or Animal Ethics Committee in their respective institutions. The author(s) agree and understand that UNIMAS Publisher is not responsible for any compensational claims or failure caused by the author(s) in fulfilling the above-mentioned requirements. The author(s) must accept the responsibility for releasing their materials upon request by Chief Editor or UNIMAS Publisher.
6) The author(s) should have participated sufficiently in the work and ensured the appropriateness of the content of the article. The author(s) should also agree that he or she has no commercial attachments (e.g. patent or license arrangement, equity interest, consultancies, etc.) that might pose any conflict of interest with the submitted manuscript. The author(s) also agree to make any relevant materials and data available upon request by the editor or UNIMAS Publisher.
