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THE IMPACT OF PRODUCT PACKAGING ON CUSTOMER’S PURCHASE

INTENTION: CASE STUDY OF HANZALA ENTERPRISE

Fatin Farhanah Binti Ramli, Nor Zafir Binti Md Salleh

Sekolah Perniagaan Antarabangsa Azman Hashim, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: fatinfarhanah@graduate.utm.my, zafir@utm.my

Abstract

Nowadays, people prefer something that catches their eye. Therefore, attractive product packaging will

attract buyers. In the past, product packaging was more focused on product safety, but now product
packaging that meets the needs and requirements of customers will be more popular in the market. This

is because, customers love to judge visually before made the decision to purchase the product. The
advantages of attractive product packaging will increase customer purchase intention, will help customers

to differentiate the product from other competitor’s brand. That’s why the product packaging is now

become more important. The aim of this study is to investigate the impact of product packaging on
customer’s purchase intention. This study was conducted using Descriptive Quantitative research design

and using the non-probability sampling technique. The respondent was selected from individuals who had
purchase experience on Hanzala Enterprise. The questionnaire will be distributed through Google Form.

The target respondents for this study is 120 respondents and this study will use (SPSS) software to

analysed the data. This finding found that packaging colour and packaging graphics have strong
significant relationship towards customer purchase intention This research give useful insight to Hanzala

Enterprise in order to increase customer purchase intention.

Keywords: Product packaging, Purchase intention, packaging colour, packaging graphics

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