PSiKKIT factors: Drivers of packaging innovation among food companies within the Small and Medium Industries

Food product packaging plays a pivotal role in attracting the customers. There are many quality products produced by Small and Medium Industry (SMI) entrepreneurs which had failed to penetrate the market. The situation is due to the unattractive packaging appearance and does not meet packaging standards. Moreover, the use of imprecise packaging materials and ineffective packaging methods may have shorten the lifespan of the products. Therefore, it is important for SMI entrepreneurs to embark on innovative packaging features in order to increase their sales and products' life span. Entrepreneurs' innovative capability normally can be assumed to be driven by PSiKKIT factors, which comprise of the knowledge, attitudes, awareness, financial, institutional networking and technology. The focus of this study is to analyze previous literatures pertaining to the PSiKKIT factors which had drived entrepreneurs towards innovative packaging. The finding in the present study indicates that PSiKKIT factors can motivate SMI's entrepreneurs to be more creative and innovative in food packaging. The PSiKKIT factors are parallel with the application of Theory of Planned Behavior (TPB) argument that used to deliberate the act of intended human behaviors. The behaviors can be planned assuming all human behaviors occurred consciously and by considering available information. Thus, in can be conclude that the PKiKKIT factors can be a necessary tools that can motivate the SMI's entrepreneurs to create their product packaging innovatively that would strategically improve their market performance. Moreover, the information gathered from the literature has improve our basal understanding on how TPB can be integrated in the marketing field.