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The Significance of Consumer Responses to Packaging Attributes of Giftware Design as Drivers of Business Innovation Growth in Malaysia

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Publication date29/11/2018
Host publicationDesigna 2018 - Territory Proceedings
EditorsFrancisco Paiva, Catarina Moura
Place of PublicationCovilha
Number of pages13
ISBN (Electronic)9789896544959
ISBN (Print)9789896544935
<mark>Original language</mark>English


In today’s massive rapid changes in consumer’s demand and purchase desires, consumer responses to packaging attributes are significant for the businesses. It creates better relationship with consumers, producing new ideas to enhance business’ marketing performances, strategies and innovation growth. However, when entering Malaysian unique market because it is multiracial country, the marketers and designers must aware of its complex social behaviour in order to build strong relationship with consumers. This paper presents selected findings of doctoral research exploring how SMEs in Malaysia leveraging on packaging attributes of giftware design to enhance consumer’s involvement with product and emphasising consumers’ responses as drivers for business innovation growth from a management point of view. A qualitative method was conducted with in- depth interviews with three companies to examine how local SME’s develop packaging attributes of giftware design to fulfil specific consumer needs and influence their purchase intention in Malaysia. The results show that consumer responses about packaging attributes of giftware design such as colour, typography, ease of use, materials and shape can generate positive or negative responses and significant role to influence their purchase intentions. The main conclusion of this paper is significant for businesses and marketers to show the impact of packaging attributes of giftware design can establish an effective competitive marketing strategies and using consumer responses from packaging attributes offerings as a driver business innovation growth in the right direction.