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RO3: To investigate the impact of packaging graphics for Arasa shrimp paste influence customer’s purchase intention

RO4: To investigate the impact of packaging size and shape for Arasa shrimp paste influence customer’s purchase intention

■ 2.0 LITERATURE REVIEW

2.1 Product Packaging

According to Raheem, Ahmad, Vishnu & Imamuddin, 2014, product packaging is used for product safety and promotional
purpose. Element of the product packaging have a positive impact on customer purchase intention (Ahmad, Billoo &
Lakhan, 2012). According to Raheem, Ahmad, Vishnu & Imamuddin (2014), customer always buy the product based on
their judgment of quality of the packaging as their process of decision making to purchase the product are lack of
consistency and rationality. Besides that, Rundh, (2007) also stated that packaging is an important tool for promoting
products as well as to gain customer purchase intention. According to Raheem, Ahmed, Vishnu & Imamuddin, (2014),
packaging element such as packaging color, design, and packaging quality also have a strong to influence customer purchase
intention. Moreover, packaging also can helps customers to differentiate the product from other homogenous product in the
market (Underwood, 2003; Silayoi, & Speece, 2007; Bagozzi, Yi & Baumgartner, 1990). Furthermore, according to Mueller
& Lockshin (2008), they found that there are strong association between product packaging, customer purchase indentation
as well as brand experience. The visual appeal of product packaging is also become a medium for marketing promotions
(Silayoi & Speece, 2007). According to Sehrawet & Kundu, (2007), when the customer purchases high involvement
products, they are more focused on packaging information and labelling while for low involvement products, consumer
purchase intention will depend on the packaging design of the product.

2.2 Customer’s Purchase Intention

According to Shah et al., (2012), purchase intention is the decision making that help customers in order to purchase a
product in the market. Purchase intention is defined when customers wish to buy a product in certain situation (Morinez et al.
2007). Customer’s purchase intention is very complicated process where customer’s is making decision based on their
perception of the specific product. According to Gogoi, (2013), consumer’s purchase intention is influence by internal and
external motivation. Customer’s purchase intention is based on the advantages and value of the certain product (Chi 2013).
Customer’s purchase intention is important to business in order to increase sales and gain customer loyalty. According to Yeo,
Lim, Goh and Tan (2015), customer’s purchase intention is the main factor for business to be sustain in the market.

2.3 Research Model and Hypothesis

2.3.1 Packaging Color

Different color will deliver different meaning. For example, green color will define as fresh, nature, relaxing. Red color
means hot, strong. Yellow color means cheerful. Black color indicate mystery, the power of authority and pink color means
soft. Nowadays, many customers’ will intend to purchase a product that have a colorful packaging or color that attract their
intention. According to Keller (2009), the color of product packaging is playing important role in order for customers to
purchase the product. Customers have different opinion regarding the color of the product packaging that will influence their
purchase intention. Based on previous research by Javed (2015) stated that packaging that have a good combination of color
will gain customers intention. The other previous study by Ali et al. (2015) stated that every color of the packaging delivered
different opinion and mood by customers. Besides that, the study by Ali et al. (2015) also stated that the role of packaging color
is to make customer remembered the product and differentiate from other competitor brand. Therefore, the right in choosing
the color for product packaging is important in order to create customer’s purchase intention. Based on this literature review,
the first hypothesis is:

H1: There is a significant positive relationship between packaging color of Arasa Shrimp Paste and customer purchase
intention.

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