The Influence of Product Packaging on Students’ Purchasing Intention

Abstract

In today's highly competitive market, the packaging of a product is a very important factor in influencing the purchasing decisions of potential buyers. There was an increase in the overall level of competition that existed between the various packaged items. This is due to the fact that the product packaging has a considerable impact on the intention of the buyer to make a purchase. The purpose of this study is to investigate, among students at one of the institutions in Malaysia, the influence that product packaging has on the intention to make a purchase of the product. A quantitative approach was used and a total of 331 respondents who were randomly selected from the populations. This paper used various types of analysis, including descriptive analysis, frequency analysis, reliability analysis, correlation analysis, and multiple regression analysis, were utilised. All analyses were developed using Statistical Package for Social Science (SPSS) software. The findings demonstrate that all hypotheses were accepted. According to the findings, the colour of the product packaging, the type of material used in the packaging, the design of the packaging, the size and shape of the packaging, and the purchaser's purpose to make a purchase all play a role in the consumer's decision to make a purchase.