The purpose of the study was to examine the customer perception on different packaging design elements of a honey stick packaging and to provide essential information for the companies about the customer attraction and importance of packaging design attributes from the customer point of view.
This research was based on primary and secondary data. The sources for the primary data was obtained from the interview with the owners company of Hayyan Madu Alam about on the packaging of their honey stick product. Then, the secondary data are from the articles and books which are included core concepts of packaging, packaging design, customer behavior, customer perception and customer attraction. The mixed method was selected for acquiring and analyzing the research results. Quantitative data was collected from 20 questionnaire responses and was analyzed using the google form. Qualitative data was obtained from the interview conducted with the company Hayyan Madu Alam.
The results of the research revealed the importance of packaging design in customer buying behavior. By examining the customer perception, it was found out that packaging design elements such as graphics, color and product imformation play a key role in decision making and ensure customer’s attention. Based on the findings, it was defined that successful honey stick packaging design could be created by the cooperation between customer and the company. Further research could investigate other product packages design elements.