BBA 4008

Retail Management & Merchandising

AU LEE YAU
930524-01-6857
200033

CHRITINA LAU

JANUARY 2015

TABLE OF CONTENT

2.0

Title

Pages

Content

Chapter 2.0

2-20

2.1 Literature Review on SME

2.2 Literature Review on Packaging
2.3 Literature Review on Purchase Decisions
2.4 Literature Review on Price
2.5 Literature Review on Customer Loyalty

Questionnaire

21-25

Section A
Section B

Coursework

26-29

2.0 Introduction
This Chapter mainly represents more details of all variables that involve in this
study. It is an overview research about the packaging effect to the customer loyalty,
price and also purchase decisions. This research would be carried out in Taman Johor
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Jaya. In addition, this chapter would also be reviewed from the previous searching
from others sources, reports and data as well to enhance the accuracy of the research.
2.1 Literature Review on SME
Small and medium enterprises (SMEs) operate in the same environment as their
larger counterparts, but without the associated benefits such as adequate capital and
extended human resources of the larger organizations. SMEs encounter increasing
competitive pressure fuelled by globalization, legislation and the relaxing of trade
barriers, as well as an increase in market expansion due to emerging technologies and
innovation. Small and medium enterprises often flourish on their adaptability and
agility such as their close proximity to their customers, their openness towards new
ways of working, and their risk taking approach, but many micro, small and medium
enterprise are susceptible to major external shocks (Berry, 2002; Labored and Tan,
2006). Although SMEs experience difficulties in absorbing and coping with these
obstacles, they need to develop an ability to deal with the ever increasing challenges,
that is, risks faced by the organization (Leopoulos, 2006). SME owner-managers need
to escalate the importance of risk identification and minimization in their
organizations or they can suffer catastrophic consequences if they are ill prepared for
the outcome of a possible risk.
SMEs play an important role in the development of Malaysian economy. SMEs are
important traders and service providers to primary industries. The Challenges faced
by SMEs in Malaysia include the first is the exposure the internet. Secondly, the
environment change the competitors ranking in market and also the managerial
activities etc. However, SMEs in Malaysia only contribute 32 percent GDP3 over 99.2
percent of total establishment compared to 40 percent GDP in other regional
economies such as Thailand, Taiwan and Korea, this suggest that there is a big room
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for Malaysian SMEs to expand their role (SME Annual Report 2006). Furthermore, a
large number of SMEs are also producers of finished goods and services. Their
contributions resulted big impacts to the economy as a whole. In year 2005, SMEs
contributed to 32 percent to gross domestic products, 56.4 percent to employment
opportunities and 19 percent to export (SMIDEC, 2008).
Therefore, the lack of expertise becomes advantage to SMP to extend their
services into advisory and consulting types of services to cater for business needs of
the SMEs in the ever changing business environment. There are various definitions of
SMEs that can be found in the literature but this study will use the definition proposed
by SMIDEC as this is the most comprehensive. SMEs can be categorized into three
categories: (i) microenterprise, (ii) small enterprises and (iii) medium enterprises. The
categories are based on the number of employees and sales turnover. The lack of
human resources in SMEs pushes them to do outsourcing to improve their
organization. This has encouraged the birth of Small and Medium Accounting
Practice (SMP) especially after the bad accountability and internal control in SMEs.
SMEs become the niche market for SMPs. Generally SMPs are involved in assisting
the SMEs in their compliance of accounting, taxation and other regulatory
requirements.

Category

Microenterprises

Small enterprises

Medium Enterprises

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1.Manufacturing,

Sales turnover of less Sales

Manufacturing

than RM250,000 OR Between

related services and Full

turnover Sales turnover between

RM10

time RM250,000

million

and

and RM25 million OR full-

Agro-based

employees less than RM10 million OR time

Industries

5.

full-time

employees

between 51 and 150.

employees
between 5 to 50
2.

Services, Sales turnover of less Sales

Primary

turnover

than RM200,000 OR Between

Agriculture

and Full

time RM200,000

Information

and employees less than

Sales

turnover

between RM1 million

and and RM 5 million OR

RM1 million OR full-time

Communication

full-time

Technology (ICT)

Employees

employees

between 20 and 50.

between 5 and 19
Table 2.1 details the definition of SMEs in Malaysia.

2.2 Literature Review on Packaging

Packaging design is a complicated set of influences by the business environment.
Packaging is the container that is oblique contact with product itself, which play a role
to holds, protects, preserves and identifies the product as well as facilitating usage and
commercialization (Olga & Natalia,2006).Some of the major influences are the new
technology, materials development, logistic requirements, environmental issues,
consumer preferences and marketing aspects that all take part in making the
management decisions on marketing strategy (Bo, 2009; Packaging Federation,
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2004a, b). Information of consumers colour preferences is important because

marketers who be aware of which colours in their lines sell best may be able to trim
product offerings and cut manufacturing costs (Randi & Joseph, 1999; Trent,
1993).Picture or colour may provide as an effective signal by raising the possibility
that nodes activate one another in mental processing (James & Mindy, 2003; Macklin,
1996). Furthermore, Pictures or colours allied with the brand displayed on a package
are nodes themselves stored as one with the brand name in memory. In addition, based
on James and Mindy (2003) there are three general colours of the background of
children product packaging, firstly is red (20 %), blue (20 %) and brown (18 %).
Childrens preferences build up and change with age, showing a trend to move from
warm to cool colours with increasing age (James & Mindy, 2003; Burnham et al.,
1963). Then, if products directed to the upper classes, high price products and elegant
so the packaging of these three positioning strategies are extremely related With cold
and dark colours, primarily black and not too yellow, orange and red colours . In other
hand, for a reasonably priced and accessible product it is opposite, the packaging of
this strategy is linked with light colours, mostly white (Olga & Natalia, 2006). Then,
the major effects of graphics on consumer perception can engage with the use of an
appropriate colour and thereby support the brand name or image of the product (Bo,
2009). It has been well recognized that colour and appearance can have a halo effect
which modifies subsequent flavour perception and food acceptability (Maslin, 1999;
Hutchings, 1994; Kostas & Clydesdale, 1978).
Furthermore, there are three types of packaging. The major packaging has indirect
contact with the product, such as perfume bottles. Secondary packaging contains one
or more primary packages and help to protect and identify them and to be in touch
with the qualities of the product. It is generally unnecessary when the product is used
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or consumed (Olga & Natalia, 2006). Marketing strongly depends on the visual
communication of packaging in order to tell and influence consumers both at the spot
of purchase and at the position of utilization. (James & Mindy, 2003; Willey, 1993).
Besides that package design has become a most important way of competing and
presently constitutes a $100 billion industry (James & Mindy, 2003; Howard, 2001).
Packaging also is considered as a communication tool that can transmit the meanings
of a brand to very young consumers through age suitable pictures and cues displayed
on it (James & Mindy, 2003). According to James and Mindy (2003) packaging
should have children pictures and informed about the children if the products is aimed
to the children. In addition for products based on guarantees and upper class products,
the packaging of both strategies has been connected with photographs and with
images of the product. But for accessible products it is in difference to the earlier
strategy, the packaging of this strategy has been associated with illustrations and
people (Olga & Natalia, 2006). Packaging is offered as part of the buying and
consuming process, however it is not often directly related to the ingredients that are
vital for the product to function (Olga and
Natalia,2006;Underwood,2003).Furthermore, for diverse products the shape of the
package has been an crucial factor for achievement in the marketplace. (Bo, 2009;
Wans ink, 1996; Raghubir and Greenleaf, 2006). In other hand, consumer purchase
low weight, easy and safe to carry package. Packaging should be convenient pack size
and alternative for multiple pack sizes. Its also helps consumer storage condition for
maintaining quality and freshness over a period of time. Subsequently, it is also
essential to cope with different temperature and humidity. In addition, packaging
should fulfill consumer usage convenience, easy to open and re-close after usage and
easy to dispose of after usage. Besides that, packaging also must be environmentally
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friendly. It requires childproof closure for some product categories. So it is also needs
some packages can turn into nice-looking form that consumers use them as containers
for other purposes (Bo, 2009).
Furthermore, texture and graphics are also variables that can be personalized and
contribute to a well package. Attractive pictures situations (mountains, beaches,
luxury homes) on the package can contribute to generate lifestyle aspirations.
Meanwhile, an attention-grabbing graphic will make the product show up on the shelf
and be a focus for the consumers attention (Bo, 2009). In one study, 60% of male
respondents chosen male-produced designs and 75% of female respondents preferred
female produced designs. In addition, articles published in the magazine Advertising
Age in 1972 under the title The age of positioning that lie in the study conducted by
Olga and Natalia (2006), which served to extend and disseminate the term. According
to these authors, positioning has its origins in product packaging (the concept was
called product positioning). This exactly meant the shape of the product, the size of
the package and its price in association to the competition. For Upper class products
and elegant products, the packaging of both strategies is mostly connected with not
any option in five cases such as straight line, line shape, and type of figures, elements
and composition. On the other hand, for non-selective products, it is on the contrary,
the packaging of this strategy is linked with horizontal lines and oblique. Furthermore
for high price products, elegant products and patriotic products, the packaging of
these strategies is not associated to any of the image options like photographs and
illustrations and images of the product or people. For Non-selective products, it is in
opposition due to the packaging of this strategy is associated with both illustrations
and photographs. In terms of elegant products, it is allied with bold letters, expanded
characters, upper case, large and Roman letters. Products that are intended for to the
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upper classes and high price products have the packaging of both positioning
strategies that is extremely connected with any weight, any width, any shape and any
type family. Meanwhile for products based on guarantees, patriotic products and
nonselective products, the packaging of these strategies has not been linked with
weight, width, shape and type family. So, these strategies do have not a defined
typography. (Olga & Natalia, 2006). Texture and graphics are also variables that can
be customized and contribute to a good packaging (Bo, 2009).

2.3 Literature Review on Purchase Decisions

SMEs have been recognized as important actors of commercial activity, especially
in the second half of the 20th century. Although understanding customer potential has
been named a top priority among many sectors, we have a limited body of knowledge
regarding SMEs buying behaviour. Many studies and industry practices frame the
context within corporate or individual buying behaviour, however few researchers
mention SMEs, and whenever they do, they tend to consider them as small versions of
big enterprises. A holistic approach enables an extensive review of the literature,
including some studies that focus on Turkey, and proposes a deductive application
agenda. Although SMEs are categorized into normative or conservative buyers,
the lack of application makes this dichotomy untested. An adopted unified model can
be used for further research. A validated model can not only provide insights into
SME buying behaviour, but also potentially open discussion on unnecessary
distinctions between corporate and individual buying behaviour models. The paper
also challenges the possible reasoning behind the lack of interest in SME buying
behaviour, and scrutinizes a comprehensive knowledge base for exploratory
application. Therefore, the purchase decisions is the sum total of a consumer's
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attitudes, preferences, intentions and decisions regarding the consumer's behavior in

the marketplace when purchasing a product or service. The study of consumer
behavior draws upon social science disciplines of anthropology, psychology,
sociology, and economics. The vast majority of literature reviews, regardless of the
type of study, attempt to assess SMEs according to either limitation or adoption
domains. The former mostly view SMEs as entities that lack resources and
procedures, are informal, and have poor management, whereas the latter mostly view
SMEs as having unsuccessful strategy- and systems-adoption processes (Arend &
Wisner, 2005; Gilmore & Grant, 2001). Another common pitfall relates to using the
term SME while limiting the research to only medium-sized companies (Kendall,
Tung, Chua, Ng, & Tan, 2001). In the end, unlike small companies, medium-sized
companies do not dominate SMEs, and the results cannot be generalized on behalf of
SMEs. Statistically speaking, the opposite might be correct; however, there has been
no significant attempt to validate this possibility. Then,External Stimuli. The literature
review suggests that there is a correlation between politics and the economy in
Turkey, and at least the latter should be part of the research design, with its changing
conditions, such as crisis and non-crisis status (Onur, 2004). Technology attributes
underline the infrastructural limitations of SMEs in Turkey, such as very limited email
usage, which also limit the research techniques that can be used. Next is the Internal
Stimuli. SME characteristics were introduced through the cultural domain
(Sandhusen, 2000), and corporate culture models and typologies have also been
examined (Goffee & Jones, 1996, 2006;Miles & Snow, 1978; Turner & Trompenaars,
1998). An application study in Turkey indicated that even if an owners employees
take action, the owner decides on all matters trust is more important than knowledge
in any field, less value is given to procedures less confident than they look like, and
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within the same contextthere is a fear of losing prestige or appearing weak (Toprak,
2007).Through numerous articles, specific models have been discussed under
corporate, individual, alternate, and unified domains; however, none of these has
covered the topic of SME buying behaviour. However, only one has embraced all
audiences (including individual and corporate, or any segment between them), but
there was no application (Wilson, 2000). Within this perspective, hypothesis testing is
used within this study, which is also aligned with earlier findings.
Moreover, there are the Types of consumer buying behaviour are determined by:
Level of Involvement in purchase decision. Importance and intensity of interest in a
product in a particular situation. 2.Buyers level of involvement determines why he/she
is motivated to seek information about a certain products and brands but virtually
ignores others High involvement purchases--Honda Motorbike, high priced goods,
products visible to others, and the higher the risk the higher the involvement. Types of
risk: Personal risk, Social risk and Economic risk. The four type of consumer buying
behaviour are: 1.Routine Response/Programmed Behaviour--buying low involvement
frequently purchased low cost items; need very little search and decision effort;
purchased almost automatically 2.Limited Decision Making--buying product
occasionally. Requires a moderate amount of time for information
gathering3.Extensive Decision Making/Complex high involvement, unfamiliar,
expensive and/or infrequently bought products. 4. Impulse buying, no conscious
planning.
Therefore, Consumers can purchase different products And this difference
because that different buying decisions buying process consists of several steps in
Figure 1 (taken from the site abercrombie.com) presented. Consumers to purchase
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some goods dont need to pass during all stages of the buying decision. However,
some purchases are so important that the consumer is forced to do all these steps
carefully and meticulously. (GilaniNia, 2010)
Figure 1: General model of consumer behavior

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These steps include: 1) identify the problem: The first stage of the decision-making
process is that people can feel the difference between current and desired situation, so
trying to resolve these differences. 2) Data collection: For solving this problem collect
information. This information can be internal (experiences) and external (family,
exhibits, etc.) 3) Assessment Options: After gathering information, the consumer is
ready to make a decision. At this point, he should be able to evaluate different options
and choose products that meet the demands of him. 4) Purchase: This stage is the
stage that all marketing activities are the result. Consumer at this stage, according to
the information already obtained, Select a product that feels satisfy his need and buys
it. 5) After purchase behavior: Consumer compare purchased products with ideas,
products, competitors, perceptions and expectations of the product and two
satisfaction and dissatisfaction, which may appear different reasons.

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2.4 Literature Review on Price

First of all, everything is worth what its purchaser will pay for it. -Maxim 847 of
Publics Syros, first century AD (Lyman, 1856)5 As seen from the timeless ponderings
of a first century philosopher, pricing has claimed the interest of generations, and for
good reason. Of E. Jerome McCarthys four Ps of marketing, price has the most
direct effect on a firms bottom line. In his research, Andreas Hinterhuber finds that
on average, a five percent increase in price leads to a 22 percent improvement in
operating profits (2004). According to the basic economic laws of supply and demand,
an increased price can decrease demand. However, depending on the elasticity of
demand, this can in turn increase or decrease revenues. Marn and Rosiello make the
importance of pricing quite clear in finding that holding other factors steady, a single
percent increase in price can mean an 11.1 percent increase in operating profitability,
while a single percent increase in volume will only raise profits by 3.3 percent (1992).
It follows that poor pricing often leads to poor financial performance, while proper
pricing often increases operating profit. For this reason it is perplexing that pricing is
one of the least mastered and researched aspects of marketing (Hoffman et al, 2002).
Nagle and Holden define pricing strategy as coordination of interrelated marketing,
competitive, and financial decisions to maximize the ability to set prices profitably.
Price perception is a marketing strategy used by businesses to increase total sales.
Although the practice does not necessarily misrepresent the products being sold, it is
often considered a covert, or slightly undercover, approach. The success of this
strategy is dependent on consumer psychology because the message must convince
customers that expensive items are not that far away in price from less costly
products. Ultimately, it is up to customers to decide whether or not products warrant
their investment. A business can sometimes benefit from downplaying the value of
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high-end products instead of treating expensive items as though they are special. This
type of psychology could work because of price perception, which is the way that
consumers interpret the cost for items despite the price tag that might be attached to
the

products.

Positioning

pricey

products

in

the

same

area

as

less

expensive inventory could alter a consumer's price perception so that there appears to
be less of a discrepancy between high-end and low-end items.
Therefore, the pricing is the process of determining what a company will receive
in exchange for its product or service. Pricing factors are manufacturing cost, market
place, competition, market condition, brand, and quality of product. Pricing is also a
key variable in microeconomic price allocation theory. Pricing is a fundamental aspect
of financial modelling and is one of the four Ps of the marketing mix. The other three
aspects are product, promotion, and place. Price is the only revenue generating
element amongst the four Ps, the rest being cost centres. However, the other Ps of
marketing will contribute to decreasing price elasticity and so enable price increases
to drive greater revenue and profits. Companies will lean on discount pricing as part
of product promotions, which are generally used for increasing traffic and attracting
new customers. This discounted pricing draws attention to the product and can be
used as a hook to bring in customers who will potentially purchase other items.
Seasonal changes are good examples of times when companies utilize this strategy,
when they discount the prices of the items that are going out of season. Skim pricing
is a technique that companies use to find the optimum price point for a product,
usually a unique item with unknown consumer demand. The price skimming strategy
consists of the company setting the initial product price high to quickly cover
embedded costs, such as production or advertising, and then begins to slowly reduce
the price to bring the product to a wider market. Electronic devices are great examples
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of this strategy, where we see higher prices at market introduction that slowly
decrease over time once the initial product buzz weakens.
Then, the pricing is the manual or automatic process of applying prices to
purchase and sales orders, based on factors such as: a fixed amount, quantity break,
promotion or sales campaign, specific vendor quote, price prevailing on entry,
shipment or invoice date, combination of multiple orders or lines, and many others.
Automated systems require more setup and maintenance but may prevent pricing
errors. The needs of the consumer can be converted into demand only if the consumer
has the willingness and capacity to buy the product. The assimilation or contrast
theory among the customers. Their latitude of a acceptance in their belief concerning
price, when a customer finds new price information, he or she evaluates it in function
of this range. Thus pricing is very important in marketing. The introduction of the
product to the consumer is provided at low-end prices in hopes to gain the attention,
loyalty, and market share of the customer base. Typically, this pricing strategy can be
seen in service offerings, such as cable or Internet, in which the provider offers
promotions to gain the customers' business and then increases the price after the
promotional period. Market based pricing The default method of pricing for many
firms is using market prices. Many managers feel prices are dictated by the market
and they have little or no control over them (Dolan, 1995). The reference price may be
from the product or service, which is viewed as most similar to the firms own
offering. In their paradigm-shifting book, Nagle and Holden claim that the reference
point should rather reflect the customers perceived alternative to a particular offering
(2002).

2.5 Literature Review on Customer Loyalty

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First of all, the customer loyalty is not always easy to construe and many
definitions have been proposed. Let's first settle what customer loyalty is not (Prus &
Randall, 1995): Customer loyalty is not customer satisfaction. Satisfaction is a
necessary but not sufficient criterion. We know that "very satisfied" to "satisfied"
customers sometimes switch to competitors. Customer loyalty is not a response to
trial offers or incentives. Customers who react to incentives are often highly disloyal
and they often leave as fast as they came. They are very much inclined to respond to a
competitor's incentive. Customer loyalty is not a strong market share. High level
of market share can also be influenced by other factors such as poor performance by
competitors or price issues. Customer loyalty is not repeat buying or habitual
buying. Some of your consumers choose your products because of convenience or
habits and they can be tempted to defect for any reason. Prus & Randall then describe
customer loyalty as follows: "Customer loyalty is a composite of a number of
qualities. It is driven by customer satisfaction, yet it also involves a commitment on
the part of the customer to make a sustained investment in an ongoing relationship
with a brand or company.
Therefore, According to Gounaris and Stathakopoulos (2004) there are four types
of loyalty on the basis of purchase, social effect and emotional devotion to the brand:
1. No Loyalty: They are those who do not purchase and while they have no interest in
the brand and social effects failed to orient to the brand. 2. Covetous Loyalty: They do
not purchase but emotional tie to the brand is high and this tie was created by the
social environment. 3. Inertia Loyalty: They have a tendency toward the brand for
habit, convenience or any other reason without emotional tie with the brand and social
effect. The customers having this nature of loyalty can make a systematic selection
among other brands but while this selection has low level of emotional involvement
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and personal investment there is no devotion to the brand. 4. Premium Loyalty: If the
emotional tie and social effect is high while the customer purchases at high level it is
loyalty. According to Rowley customers may demonstrate their loyalty in any one of a
number of ways; they may choose to stay with a provider, whether this continuance is
defined as a relationship or not, or they may increase the number of purchases or the
frequency of their purchases or even both (Rowley, 2005). According to this approach
it is a relation that shapes repurchasing that reveals the existence of loyalty rather than
repurchasing itself. Rowley took this framework on the basis of inertial and positive
attitudes including the behavioral and attitudinal dimensions, and discussed customer
loyalty in 4 groups namely, captive (inertial behavior and attitude), convenienceseeker (positive behavior and inertial attitude), contented (inertial behavior and
positive attitude) and committed (positive behavior and attitude) according to
behavioral and attitudinal dimension. The most basic problem encountered in those
studies is the failure to achieve a shared definition of loyalty because although
customer loyalty may be a key variable that explains keeping the customer at hand
(Wong and Zhou, 2006; Pritchard and Howard, 1997), it has been discussed in time
whether loyalty is an attitude or combination of attitude and behavior. According to
the approach based on behavior, loyalty is the behavioral reaction based on prejudice
as the function of psychological processes by the decision maker in the existence of
one or more alternative in time (Jacoby and Keyner, 1973). Behavioral approach
explained loyalty basing on the criteria including the share in consumption,
consumption probability, probability to consume the product again, repeated
consumption behavior, multidirectional consumption behaviors (Kumar and Shah,
2008). According to the second approach dealt as the combination of attitude and
behavior brand loyalty is a form of repeat purchasing behavior reflecting a conscious
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decision to continue buying the same brand, for brand loyalty to exist, a pattern of
repeat purchase must be accompanied by an underlying positive attitude towards the
brand (Solomon et al., 2006). This approach does not include only the past purchasing
behaviors and tendencies but also customer attitude and value systems (Sudharshan,
1995).
Finally, customer loyalty is reflected by a combination of attitudes intention to
buy again and/or buy additional products or services from the same company,
willingness to recommend the company to others, commitment to the company
demonstrated by a resistance to switching to a competitor and behaviours repeat
purchasing, purchasing more and different products or services from the same
company, recommending the company to others. In addition to the difference in
description within the historical course, it is found that the manner of dealing with
loyalty has changed as well. In the early time studies, (Cunningham, 1961; Tucker,
1964; Day, 1969; Jacoby and Keyner, 1973) loyalty was used as dimensioning criteria
because competition is low in the period and the thought that activity would be more
efficient in a market composed of loyal individuals in terms of the effectiveness of
marketing activities dominates. The purpose of the studies in this period is to increase
the efficiency and profitability of the activities through classification based on loyalty
via more loyal customers. According to Szwarc, companies failed to understand that
the new customers they obtained after 1980s particularly through price discounts are
those customers existing in the market but in the recession in 1990s they tended to
examine the performance of marketing and sales expenses. This tendency suggested
that it was much more costly to gain new customers than to preserve the existing ones
because it is quite difficult to detect the expectations and behaviors of new customers
and this requires additional costs (Szwarc, 2005). This situation changed the
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viewpoint toward loyalty and loyalty started to be perceived by the companies and
brands as a fact that should be achieved because in the existence of innovative
products and increased global competition made customer loyalty a managerial
struggle (Dick and Basu, 1994). Consequently not only the measurement of loyalty
but also management thereof came to the agenda and the effort to search for the
factors behind loyalty and achieve loyalty was based upon.

Section A
Questionnaires
Section A

Profile Data

(Please tick

Name :

(/) to the

Gender : Male ( ) Female ( )

appropriat

Age : Below 15 ( ) 21-25 ( )

e response)

Marital Status : Single ( ) Married ( )

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Race: Malays ( ) India ( )

Religion: Buddha ( )
Education Level: Master degree ( ) Bachelor degree ( )
Advance Diploma ( ) Diploma ( )
Occupation :
Monthly Income :
Living Area:
Section B

Do you buy the SMEs product: Yes( ) No( )

Respond to each statement by circle the extent to which you agree or
disagree with them. Use the following rating scale for your respone.
1
Strongly

2
Disagree

3
Not Sure

4
Agree

5
Strongly

Disagree

Agree

Packaging

1. Did you appreciate the packagings visual

12345

Packaging

design i.e. graphics, illustrations?

2. Did you acknowledge how well the

12345

Packaging

product's packaging was designed?

3. Does a products packaging influence your

12345

Packaging
Packaging

decision to purchase it?

4. What are the goals of the packaging?
5. Did you acknowledge what the packaging

12345
12345

was made from?

Purchase

1. Are you the primary decision maker in the

Decisions

purchasing decisions at your company?

Page

12345

20 of 23

Purchase

2. Do you choose the packaging can be

12345

Decisions
Purchase

influence the purchase decisions?

3. Do you include the buying budget in your

12345

Decisions
Purchase

purchase decisions?
4. Does the product or service may influence

12345

Decisions
Purchase

the purchase decisions?

5. Do the customer behavior become the one

12345

Decisions

of the reason in purchasing?

Price
Price

1. Will you buy a high cost product?

2. Do you spend more than RM 1500-

12345
12345

Price

Rm3000 in you purchasing?

3. Do you agree that the current price for the

12345

Price
Price

product is feasible for you?

4. Do you agree for the regular marketer?
5. Do you agree that is a reasonable price for

12345
12345

this product?

Customer Loyalty

1. Would you recommend products of this company to your

12345

friends and relatives?

Customer Loyalty
Customer Loyalty
Customer Loyalty

2. Did the product purchased from XYZ Company satisfy you?

3. Does the staffs of this company helpful?
4. Would you like to purchase goods and services from

12345
12345
12345

Customer Loyalty

this company again?

5.

12345

After receiving your recommendation, have any of your friends o

r relatives becomea customer of this company?
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Page

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