The Food Packaging Design and Optimization of Small Business Entrepreneurs Based on Analytic Hierarchy Process

Abstract

This research aimed to study and make decisions on packaging materials and appropriate packaging structures using the Analytic Hierarchy Process (AHP) to evaluate the factor loadings including physical characteristic of products (0.2041), cost of packaging structure (0.1879), target group (0.1721), uses (0.1580), transportations (0.1451) and food storage (0.1332). According to the expert, the highest factor loading was the physical characteristic of products because it was an important part affecting consumers' purchasing decisions. The analysis and decision of selecting packaging materials revealed that plastic was a suitable packaging material to design the packaging structure in the case study. Then, the researcher conducted a study and decided on packaging structure by finding the factor loadings including packaging and protection or prevention (0.2235), ease of use (0.2170), communication and marketing (0.1935), environmental considerations (0.2038) and epidemic prevention (0.1622). The factor that the expert considered the most important was packaging and protection or protection because it was an important part affecting consumers' purchasing decisions. The analysis and decision of selecting packaging structure revealed that a transparent stand-up zipper bag was the most suitable packaging structure of a product in the case study.