The Effect of Packaging to

SMEs Product: Purchase

decision, Price and Customer
Loyalty

Chapter 1: Overview of SME

What

is SME?

Different

of SME

Chapter 1: Overview of
Packaging

Product packaging plays an important role in the

marketing mix

Eye-catching appearance

Design, shape and colour

Functionality

Innovation

Material

Efficient communication

Multisensory appeal

Appropriateness for the product

Chapter 1 Overview of Purchase decision

1.
2.
3.
4.
5.

Need/Want/Desire is Recognized
Search for Information
Evaluate Options
Purchase
After-Purchase Evaluation

Chapter 1- Overview of Price

Explanation
Consumer

reference price
Price Effect

Chapter 1: Overview Customer Loyalty

Definition
Different

between companies and

consumers regarding loyalty

Chapter 1: Problem Statement

To see

the effect of the packaging to the SME product,

to identify whether the customers are still loyal to the
product after re-packaging to the product.

The

price of the product will increase after the new

packaging process, the research will look whether the
customers are willing to pay more for the SME product
even though the price is increases.

To see

the consumer behavior in buying SME product

after the product used the new packaging.

Chapter 2: Literature Review

SME

challenges faced by SMEs

Packaging

Packaging Design

Chapter 2: Literature Review

Purchase

decision

strategic marketing planning

Aligning marketing with the consumer decision journey

Prioritize objectives and spending

Tailor messaging

Invest in consumer-driven marketing

Chapter 2: Literature Review

Price

'Velcro' for Reducing Price Sensitivity

Customer Lock In

Standards

Proprietary Standards

Open Standards

The Difficult Comparison Effect

Chapter 2: Literature Review

Customer

Loyalty

characteristics of loyal customers

loyalty is a significant element

Chapter 3: Methodology
Research

Design

Definition
Cross sectional survey

Sampling

Design

The main aim of sampling

Chapter 3: Methodology
Data

Collection
Primary Data
Secondary Data

Chapter 3: Methodology

Pilot

Test

Definition
Aim of pilot test

Chapter 4: Research Finding

Description

statistics of the data collection

Age
Frequency
25 or under 97

Percent (%)
60.63

26-40

63

39.37

41-55

56 or older

Total

160

100

Table 4.1: Age of respondents

Chapter 4: Research Finding

T-test

of the data collection

Definition
Type

of t-test

Chapter 4: Research Finding

t-Test: Two-Sample Assuming Unequal Variances

Mean
Variance
Observations

Variable 1
13.093
64.0273
80

Variable 2
11.95335
92.0123
80

Hypothesized Mean Difference 0

df

36

t Stat

3.179363

P(T<=t) one-tail

0.0823115

t Critical one-tail

1.688298

P(T<=t) two-tail
t Critical two-tail

0.003031
2.028094

Table 4.11 Independent samples test between gender and packaging

Chapter 4: Research Finding

Hypothesis testing
What is Population normality?
What is Homogeneity of variance?

Anova: Single Factor

SUMMARY
Groups

Count

Sum Average

Variance

Column 1

488 81.33333

7378.667

Column 2

182 30.33333

1352.667

Column 3

395 65.83333

4844.167

Column 4

75

18.75

572.9167

Column 5

50

50

#DIV/0!

F
0.26676

ANOVA
Source

of

Variation
Between Groups

SS
df
13552.18 4

MS
3388.046

Within Groups

69596.25 18

3866.458

P-value
F crit
0.3668934 2.927744

Table 4.15 One way ANOVA between age, race, religion, education level, occupation
and income with packaging

Chapter 5: Conclusion and Recommendation

Three specific objectives of this study have been formulated as
follows:
1. To determine whether the new packaging pf SME will affect the
consumer loyalty on that product.
2. To examine whether consumer are willing to pay more for the
SME product after a new packaging.
3. To test the purchase decisions when the SME product have a new
packaging.

Chapter 5: Conclusion and Recommendation

Practical

Implication

How government apply packaging of product?

Respondents

profile

Conclusion
The packaging to SMEs product has

no influence in the relationship of

purchase decision, price and
customer loyalty

Thank you
Q & A Section