YOUNG ADULT SARAWAKIAN PURCHASE INTENTION ON JUNK FOOD BASED ON PACKAGING DESIGN ELEMENTS.

Abstract

An effective proactive product promotion is much needed to compete in the today’s competitive global market. Together, the product packaging has come to play an important role to influence consumers’ purchasing intention. The purpose of this study is to examine consumers’ perceptions towards packaging design elements and to determine the most influential factors on their purchase intention. A survey was conducted using self-administered structured questionnaires from 385 young adult respondents in Kota Samarahan and Kuching, Sarawak. Two junk food packaging with different package designs and attributes were used in this study. Major results show that thepackaging colour, graphic, size, shape, material, and information have significant relationship withpurchase intention. The finding could provide important insights to marketers and foodmanufacturers to adopt an appropriate packaging strategy for junk food to attract more sales fromthis particular group of consumers.Keywords: Purchase intention; Packaging; Design; Consumer Perception; Junk food