2hoe Hui Xin-presentation Slide

The Effect of Packaging to SME’s 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. Need/Want/Desire is Recognized2. Search for Information3. Evaluate Options4. Purchase5. After-Purchase Evaluation

Chapter 1- Overview of Price

ExplanationConsumer reference pricePrice 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


Purchase decision strategic marketing planning

Aligning marketing with the consumer decision journey

Prioritize objectives and spending

Tailor messaging

Invest in consumer-driven marketing


Price 'Velcro' for Reducing Price Sensitivity

Customer Lock In

Standards

Proprietary Standards

Open Standards

The Difficult Comparison Effect


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

Data Collection• Primary Data• Secondary Data


Pilot Test Definition Aim of pilot test


Description statistics of the data collection

Chapter 4: Research Finding

Table 4.1: Age of respondents

Age Frequency Percent (%)

25 or under

26-40

41-55

56 or older

97

63

0

0

60.63

39.37

0

0

Total 160 100

T-test of the data collectionDefinition

Type of t-test



Table 4.11 Independent samples test between gender and packaging

t-Test: Two-Sample Assuming Unequal Variances

Variable 1 Variable 2

Mean 13.093 11.95335

Variance 64.0273 92.0123

Observations 80 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 0.003031

t Critical two-tail 2.028094


Hypothesis testing

• What is Population normality?

• What is Homogeneity of variance?

Table 4.15 One way ANOVA between age, race, religion, education level, occupation

and income with packaging

Anova: Single Factor

SUMMARY

Groups Count Sum Average Variance

Column 1 6 488 81.33333 7378.667

Column 2 6 182 30.33333 1352.667

Column 3 6 395 65.83333 4844.167

Column 4 4 75 18.75 572.9167

Column 5 1 50 50 #DIV/0!

ANOVA

Source of

Variation SS df MS F P-value F crit

Between Groups 13552.18 4 3388.046 0.26676 0.3668934 2.927744

Within Groups 69596.25 18 3866.458

Total 83148.43 22

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 SME’s product has

no influence in the relationship of purchase decision, price and customer loyalty

Thank youQ & A Section

2hoe Hui Xin-presentation Slide

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