Consumer decision making is very familiar in business matter especially in marketing scope. Every person in this world has the right to make decision when purchasing a product or goods. Consumer decision making can be identified as a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use.
People will identify their needs and make decision making to purchase something. It determined by psychological and economic factors. Nowadays, communities are too busy with their daily routine such as working, studying and so on. Regarding these matters, communities will purchase something that gives convenient for them whenever they are in hurry. In order to overcome the barriers, so they usually purchase groceries especially canned foods to cook because it is less time consuming. Normally, attractive packaging of canned foods will be chosen. Attractive packaging can influence people to purchase the products.
This research utilized a focus group methodology to understand consumer decision making toward canned foods and how packaging elements can affect buying decisions. Most impulse buying occurs because of product display, and attractive packaging plays an important role in product display. Packaging seems to be one of the most important factors in purchase decisions made at the point of sale. Previous studies have indicated that packaging is a marketing communication vehicle used to capture consumer attention. Other researcher also defined packaging as the enclosing of a physical object, typically a product that will be offered for sale. It is the process of preparing items of equipment for transportation and storage and which embraces preservation, identification and packaging of products.
Table of Contents
1.0 INTRODUCTION
2.0 PROBLEM STATEMENT AND QUESTIONS
2.1 PROBLEM STATEMENT (QUESTIONS)
3.0 OBJECTIVES OF THE STUDY
4.0 LITERATURE REVIEW & FRAMEWORK
5.0 HYPHOTESES AND QUESTIONS
6.0 METHODOLOGY (SAMPLING/INSTRUMENT/DATA COLLECTION & DATA ANALYSIS)
A. SAMPLING
B. INSTRUMENT
C. DATA COLLECTION
D. DATA ANALYSIS
7.0 SIGNIFIANCE OF RESEARCH
8.0 ACTION PLAN
9.0 REFERENCES
Objectives and Research Themes
The primary objective of this research is to investigate consumer decision-making processes regarding the purchase of canned foods in Seri Iskandar. The study explores how specific packaging elements, such as product information, graphic design, and container size and shape, influence consumer behavior and their final purchase choices.
- Analysis of consumer decision-making in the context of low-involvement products.
- Evaluation of the impact of packaging design and visual cues on impulse buying.
- Investigation of product information clarity and its role in reducing consumer confusion.
- Assessment of the relationship between container size, shape, and perceived value.
Excerpt from the Book
1.0 INTRODUCTION
Consumer decision making is very familiar in business matter especially in marketing scope. Every person in this world has the right to make decision when purchasing a product or goods. Consumer decision making can be identified as a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use (mandalina landy, 2009). People will identify their needs and make decision making to purchase something. It determined by psychological and economic factors.
Nowadays, communities are too busy with their daily routine such as working, studying and so on. Regarding these matters, communities will purchase something that gives convenient for them whenever they are in hurry. In order to overcome the barriers, so they usually purchase groceries especially canned foods to cook because it is less time consuming. Normally, attractive packaging of canned foods will be chosen. Attractive packaging can influence people to purchase the products.
Summary of Chapters
1.0 INTRODUCTION: This chapter introduces the concept of consumer decision-making and establishes the significance of packaging as a marketing tool for canned foods.
2.0 PROBLEM STATEMENT AND QUESTIONS: It outlines the specific challenges consumers face when selecting canned goods and presents the core research questions.
2.1 PROBLEM STATEMENT (QUESTIONS): This subsection explicitly lists the primary research questions driving the study.
3.0 OBJECTIVES OF THE STUDY: Defines the general and specific research goals aimed at investigating consumer behavior in Seri Iskandar.
4.0 LITERATURE REVIEW & FRAMEWORK: Provides a theoretical foundation by reviewing existing studies on packaging attributes and presents the research framework.
5.0 HYPHOTESES AND QUESTIONS: Establishes the tentative relationships between independent variables and consumer purchase decisions.
6.0 METHODOLOGY (SAMPLING/INSTRUMENT/DATA COLLECTION & DATA ANALYSIS): Details the research design, including sampling techniques, questionnaire development, and data collection methods.
7.0 SIGNIFIANCE OF RESEARCH: Discusses the potential benefits of the research for the investigator, local residents, and industry manufacturers.
8.0 ACTION PLAN: Presents a visual timeline (Gantt chart) to track the research progress.
9.0 REFERENCES: Lists the academic and secondary sources cited throughout the study.
Keywords
Consumer decision making, Canned foods, Packaging design, Product information, Graphic elements, Low-involvement products, Purchase behavior, Seri Iskandar, Marketing communication, Quantitative research, SPSS, Convenience sampling, Consumer perception, Packaging size, Impulse buying.
Frequently Asked Questions
What is the core focus of this research study?
The study investigates how packaging elements—specifically product information, graphics, and container size/shape—influence consumer decision-making when purchasing canned foods in Seri Iskandar.
What are the primary themes addressed in the work?
The work focuses on consumer behavior, the marketing communication role of packaging, the impact of visual design on purchase decisions, and the utility of information on product labels.
What is the main research question?
The main objective is to identify and analyze the factors influencing consumer decision-making regarding canned food purchases in a specific local context.
What research methodology is employed?
The researcher utilizes a quantitative approach, employing convenience sampling to distribute questionnaires to 50 respondents, with data analyzed via SPSS software.
What is covered in the main body of the text?
The main body covers the theoretical framework, the formulation of hypotheses, the methodology for data collection (primary and secondary), and an analysis plan for measurement and reliability.
Which keywords best characterize this research?
Key terms include consumer decision making, packaging design, canned food industry, marketing communication, and quantitative analysis.
Why are canned foods considered "low-involvement" products in this study?
Canned foods are categorized as low-involvement because they are typically purchased routinely without extensive thought, search processes, or significant time investment.
How does the research define the role of "cluttered design" on packaging?
Cluttered design is identified as a negative factor that can confuse consumers, cause annoyance, and lead to the product being overlooked or discarded.
How does the study link packaging size to cost perception?
The study suggests that appropriate container size and shape contribute to the consumer's perception of product volume and overall cost efficiency, influencing their willingness to purchase.
- Citation du texte
- Musfirah Mohamad (Auteur), 2015, A Study on Consumer Decision Making of Canned Foods Purchases in Seri Iskandar Influenced by Packaging, Munich, GRIN Verlag, https://www.grin.com/document/312651
