Research Proposal - Understanding The Impact Of Informational Package Elements Toward Consumer Purchasing Behavior For Carbonated Drinks Product In Melaka Tengah, Malaysia

Research Proposal

Understanding The Impact Of Informational Package Elements Toward Consumer Purchasing Behavior For Carbonated Drinks Product In Melaka Tengah, Malaysia

1.0 INTRODUCTION

1.1 PREAMBLE

Packaging seems to be one of the most important factors in purchase decisions made at the point of sale (Prendergast and Pitt, 1996), where it becomes an essential part of the selling process (Rettie and Brewer, 2000). Munyadzi (2013) reveals the function of packaging has transformed over the years as it was solely used as a means of protecting the product and making sure that the product could be consumed without being altered as it is transported form one point to the other. The dynamic nature of the marketing environment has propelled packaging to have other functions that also act as powerful marketing tools (Mitchell 2003). Meanwhile, Kotler (2012) expressed packaging has been transformed to become one of the most important and powerful tools for promoting products, eye-catching the attention of prospective consumers and communicating the value of the brand to the target market.

According to Stewart (2003), food product development and innovation continues to be seen as a fundamental strategy for competitive success and survival within a competitive global market. Nowadays, many food retailers are facing a somewhat challenging scenario where the cost of marketing is also rising and it is becoming more difficult to maintain sales for brands that are not the first choice household name (Peters, 2004). In addition, consumers are becoming more demanding in terms of quality and choice and are constantly seeking a product tailored to their every want and need (Mitchell, 2003).

Products are developed to, and indeed are expected by consumers to taste good; therefore, it is not surprising that consumers will increasingly make their initial choices based on aesthetic value (Dumaine, 1991). Thus, the question commonly faced by many food retailers

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