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Moreover, this research also valuable to packaging industry to create some innovation regarding the packaging of the
shrimp paste. This is because, the packaging color and packaging graphics could differentiate the brand from other
competitors.

5.4 Limitation and Recommendation of the Research

Throughout this study, there are a few limitations that been encountered by the researcher. The first limitation is the sample
size as in this study the researcher is using judgmental sampling method which just using a small sample size which is only
120 respondents. Thus, the larger sample size is recommended for the future studies. Besides that, the second limitation for
this study is the independent variables where in this study the researcher only using four independent variables of product
packaging which are packaging color, packaging material, packaging graphics and packaging size and shape. In fact, there
are many other independent variables of product packaging like packaging label, packaging information. Thus, it is
suggested to future researcher to consider the other independent variables that have a strong relationship with customer’s
purchase intention. The last but not least, the questionnaire that been distributed by using google form sometime get
irrelevant data as it involves internet connection, and time for people to read and understand the question rather than answer
the questionnaire without reading carefully. Thus, the future researches should think the other way to get the good answer
by distribute the questionnaire physically rather than using online platform or conduct an interview-based data collection
survey.

5.5 Conclusion

In conclusion, all objective of this research has achieved. The independent variable that has strongest significant relationship
with customer purchase intention towards Hanzala Enterprise are packaging colour and packaging graphic while the other
two variables which are packaging material and packaging size and shape does not support in this study. Thus, packaging
colour and packaging graphic is the main element of product packaging that influence customer purchase intention to buy
Arasa shrimp paste. Since all the objectives were achieved, thus the discussion and findings from this study can be used as
guideline for the purpose of research study in the future.

■ 7.0 ACKNOWLEDGEMENT

I would like to thank University Technology Malaysia and Azman Hashim International Business School for their support
throughout this research. Not only that, I would like to thank my best supervisor, Dr,Nor Zafir binti Md Salleh for her advice,
guidance throughout the conduct of this study. Besides that, I would like to thank Mr. Hanzala, the owner of Hanzala Enterprise
because give me a chance to use their business as my case study and very helpful for giving all the information needed in this study.
Last but not least, I want to thank my family and all my fellow friends who are always give guidance, advise throughout of this
research study .

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