delo diplomskega projekta

Abstract

V diplomskem projektu obravnavamo embalažo in njeno vlogo pri nakupnih odločitvah odjemalcev. V današnjem času je na trgu več tisoč različnih vrst embalaže, njenih ponudnikov in posledično veliko konkurence, zato morajo proizvajalci dodobra poznati odjemalca in poskrbeti, da s svojo embalažo čim bolj pritegnejo njegovo pozornost. Pomembna je pravilna izbira komunikacijskih elementov embalaže, saj ti vplivajo na odjemalca in njegove občutke. Embalaža ne vpliva samo na nakupne odločitve, ampak tudi na okolje. Količina odpadne embalaže se vsako leto povečuje, zato je pomembno, da se z njo ravna čim bolj ekološko. Za uspešno zadovoljevanje odjemalčevih potreb je potrebno poznavanje štirih vrst dejavnikov, ki vplivajo na nakupne odločitve, in poznati delovanje petstopenjskega procesa nakupnega odločanja. Projekt smo zaključili z analizo embalaže petih različnih znamk čokolade. S teoretičnega vidika smo primerjali njihove komunikacijske elemente. Kljub temu da gre za podobne izdelke, se njihova embalaža precej razlikuje v izbiri materiala, oblike, barv, ilustracij in besedila.

Keywords

embalaža;potrošnik;nakupno odločanje;vedenje porabnikov;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [B. Rogan]
UDC: 658.788:658.89
COBISS: 33292291 Link will open in a new window
Views: 431
Downloads: 76
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Other data

Secondary language: English
Secondary title: ǂThe ǂrole of packaging in customer's purchasing decisions
Secondary abstract: The diploma thesis examines packaging and its role in purchase decisions. There are countless different types of packaging and its providers on the market today, which creates space for competition. Manufacturers must therefore thoroughly know their consumers and make sure that packaging draws their attention. Care must be taken when choosing communication elements of packaging, as these affect consumers and their feelings. The packaging also has an impact on the environment, because packaging waste amount increases yearly; it is important to handle this waste properly. To successfully meet consumer's needs, four factors that affect purchasing decisions must be considered. In addition, knowledge about the five step purchasing decision process is needed. We finish the thesis by analysing packaging and communication elements of five different chocolate manufacturers from a theoretical standpoint. Even though the products are similar, the packaging varies in material, shape, color, graphical elements and text.
Secondary keywords: packaging;consumer;manufacturer;purchase decision;
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 32 str.
ID: 11971383
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