Outlook of packages: consumer perception on appearance, branding and pricing

This thesis presents an approach of consumer perception in relation with the packages appearance. How consumers perceive certain messages from the outlook of a package may influence their buying decision. Study had been done in three main issues arose from the topic of packages which are the appropriateness of appearance, branding and pricing as reflected by the first impression towards the packages. Survey based on coffee packages had been done targeting consumers in Malaysia through the means of printed questionnaire and online questionnaire distribution. As results obtained by these attempts, consumers notice the differences possessed by each package in the market and they are most likely to purchase what they like. Thus shows that it is crucial for the packages to be able to create emotional attachment in consumers' mind during their first glimpse. From the findings, most of the time consumer will rather attracted by the packages outlook instead of the functionality of the packages. Besides, consumers also have the opinion that appearance, branding and pricing are highly related to each other in order to convey the correct messages to the correct group of people. Also, the response of the respondents is reflecting the behaviour of consumers in Malaysia that take outlook of product packages into consideration during their buying process. Thus, it is important for the marketers in Malaysia to notice the shifting of modern consumer perception as to create product packages that is attractive and appropriate to their target market.