SME's processed frozen food packaging perceived hedonic and utilitarian value influence customers buying decision/ Aidza Ashikin Alias and Ali Mohamad Noor
This study explores the influence of hedonic and utilitarian values of food packaging design that influences customers’ buying decision. It focused on processed frozen food produced by small and medium enterprise (SME) in Malaysia. There are substantial numbers of SME’S that were registered in Malay...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
2022
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| Online Access: | https://ir.uitm.edu.my/id/eprint/68043/1/68043.pdf https://ir.uitm.edu.my/id/eprint/68043/ https://www.jthca.org/ |
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