Impact Of Packaging As A Marketing Tool On Consumer Purchase Intention

Samimi, Soroush (2011) Impact Of Packaging As A Marketing Tool On Consumer Purchase Intention. Masters thesis, University of Multimedia.

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Abstract

The research utilized a survey methodology to understand consumer purchase behavior toward such products and how packaging elements can affect buying decisions or better to say consumer purchase intention. Extrinsic package elements play a vital role in representing the product for many consumers, especially for low involvement consumers when they are in hurry to buy their goods.

Item Type: Thesis (Masters)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculty of Management (FOM) > MBA Programme
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 30 Mar 2012 07:15
Last Modified: 30 Mar 2012 07:15
URI: http://shdl.mmu.edu.my/id/eprint/3440

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