PACKAGING INNOVATION AS A COMMODIFICATION EXCELLENCE FACTOR FOR SMALL AND MEDIUM ENTERPRISES (SMES) CASE STUDY: FROZEN KEROPOK LEKOR PACKAGING IN KELANTAN

Abstract

Packaging used as a tool to deliver product message, to grab consumer’s attention and to convenience consumer easily to use the product. It is important for a firm or cooperates to know how the packaging can influence consumer purchase decision. Most of the Kelantan Bumiputra SMEs food products have a good quality and delicious. However, they didn’t have a proper product packaging design which cause their product limited to certain market or export abroad. The study is to determine how frozen keropok lekor packaging design impact on consumer’s purchase decision. Secondly, to investigate what is the element of frozen keropok lekor packaging design that influence consumer purchase decision. Third, to design a proper and standard frozen keropok lekor packaging that influence consumer purchase decision. This study used both quantitative and qualitative method, which is the collection of data by questionnaire and interview. There were about 30 respondents in Kelantan were selected from the entire population to participate in this study. The result from this study shown that 96.6% respondents agreed that packaging design of a product will influence them to purchase. The packaging design elements represent a good mean of marketing communications towards consumers because the consumers value the elements that are embodied on the package. Therefore, it is necessary to revive the packaging of frozen keropok lekor for commodification excellence in Kelantan Small and Medium Enterprises (SMEs) products.