The Effectiveness of Bumiputra SME Food Product Packaging in the Malaysian Customers’ Perception

The effectiveness of food packaging design and the role of product packaging as a vehicle for consumers’ perception is an issue that is globally discussed. The purpose of this study is to examine the effectiveness of Bumiputra’s SME food product packaging in relation to Malaysian customers’ perception. Effectiveness of packaging is very important for Bumiputra’s SME as this phenomenon was found in the previous study to contribute to the increase of sales return. This study is currently important because effective food packaging is one of the problems that arise among Bumiputra’s SME especially in enhancing high sales and pinfiltration strategy in the global market. To achieve effectiveness of food product packaging goals, knowledge about consumer psychology is important. Bumiputra’s SME need to understand consumer responses to their packaging method employed, in order to increase their sales. This paper also seek to discuss the need to understand consumers’ perception in order to correctly design the packaging with suitable color, typography and convenient of usage to the customers. Four independent variables were chosen related to design and graphical form, color, typography, and convenient of usage. This study will reports on the findings of 100 Malaysian customers randomly chosen to response on the questionnaires at the SME Expo in Seberang Jaya which are held twice a year. The evaluation of Malaysian customers’ perception holds importance to those Bumiputra’s SME who have been able to understand the right food packaging in the eyes of their customers.