A Study on Visual Packaging Elements as an Influencing Factor on Consumer Purchasing Decision

Abstract

Some researchers found that the visual elements have entire influence towards the consumer purchasing
decision but there has some disagreements on this statement that declares quality and performance of a
product is vital than packaging. The objective of this research is to determine the relationship between
the visual packaging elements and consumer purchasing decision, the four independent variables are
colour, graphic, size and material while the dependent variable is consumer purchasing decision. This
research is a quantitative method by collecting data through questionnaires. A sample size of 30
respondents among Kota Bharu’s resident will be collected and tested the reliability by using SPSS
software. After that, the six-point Likert-like scale questionnaire will be distributed to 384 respondents
among Kota Bharu’s resident with non-probability sampling technique, these data will be analyzed.
Finally, the result shows that four variables have positive moderate relationship with the consumer
purchasing decision and the material element is the most influence visual packaging element on the
consumer purchasing decision which concludes that Packaging is a factor to influence consumer’s
purchase decision.