A Study on Visual Packaging Elements as an Influencing Factor on Consumer Purchasing

Abstract

Some researchers found that the visual elements have entire influence towards the consumer purchasing decision but there has some disagreements on this statement that declares quality and performance of a product is vital than packaging. The objective of this research is to determine the relationship between the visual packaging elements and consumer purchasing decision, the four independent variables are colour, graphic, size and material while the dependent variable is consumer purchasing decision. This research is a quantitative method by collecting data through questionnaires. A sample size of 30 respondents among Kota Bharu’s resident will be collected and tested the reliability by using SPSS software. After that, the six-point Likert-like scale questionnaire will be distributed to 384 respondents among Kota Bharu’s resident with non-probability sampling technique, these data will be analyzed. Finally, the result shows that four variables have positive moderate relationship with the consumer purchasing decision and the material element is the most influence visual packaging element on the consumer purchasing decision which concludes that Packaging is a factor to influence consumer’s purchase decision.