Coffee packaging: Consumer perception on appearance, branding and pricing

In determining consumer’s acceptance of any products in the market, packaging appearance, branding and pricing of the products are important. This study focused on consumer’s perception towards the outlook of the coffee packaging which resulted in influencing their purchasing decision through survey study. This current study was done on three main issues namely appropriateness of appearance, branding and pricing as reflected by the first impression towards the product’s packaging. Survey was done targeting on consumers (n = 100) reside in Kelantan, Malaysia through printed and online questionnaires distribution. Results obtained shows that consumers notice the differences possessed by each coffee packaging in the market and they purchase what they like based on their perception. According to Pearson Correlation, respondents also have the opinion that appearance, branding and pricing are correlated to each other in order to convey the correct messages to the correct group of people (p-value > 0.5). Response from the respondents reflected the behaviour of consumers reside in Kelantan that the overall outlook (packaging appearance, branding and pricing) of a coffee packaging were taken into consideration during their buying process. Therefore, it is crucial for the packaging itself to be able to create emotional attachment in consumers’ mind during their first glimpse.