delo diplomskega projekta
Nika Rakuša (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Embalaža predstavlja danes veliko več kot zgolj varovanje izdelka. Je orodje za privlačenje pozornosti odjemalcev, posredovanje informacij o izdelku in nazadnje povzroča tudi učinke, ki vplivajo na nakupne odločitve. Obenem opravlja različne funkcije, da bi zadovoljila potrebe vseh, ki pridejo v stik z izdelkom, zato je pri njenem načrtovanju treba upoštevati različne dejavnike. Ker se je z razvojem izdelkov pojavilo veliko različnih vrst embalaže, lahko to razvrščamo po različnih kriterijih. Kako pomembna je, pa lahko opazimo pri vseh vidikih marketinškega spleta, še posebej veliko vlogo pa igra pri komuniciranju z odjemalci. Z uvedbo enotne embalaže tobačnih izdelkov pa gremo v razvoju embalaže nazaj, saj so bili odstranjeni ali spremenjeni vsi komunikacijski elementi, ki v odjemalcih vzbudijo željo po izdelku. Cilj naloge je bil torej raziskati, kakšna je enotna embalaža tobačnih izdelkov in kako jo odjemalci zaznavajo. Rezultati naše raziskave kažejo, da se polovica anketiranih zaveda pravega osnovnega namena embalaže, da pri nakupu tobačnih izdelkov najprej opazijo barvo embalaže, čeprav jim privlačen videz v tem primeru ni tako pomemben in da enotna embalaža vzbuja več negativnih kot pozitivnih asociacij. Prav tako so mnenja, da embalaža ne vpliva toliko na nakup tobačnih izdelkov.

Keywords

marketinško komuniciranje;vedenje porabnikov;embalaža;enotna embalaža;tobačni izdelki;zaznavanje;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [N. Rakuša]
UDC: 658.89
COBISS: 39092739 Link will open in a new window
Views: 402
Downloads: 53
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Customer perception of tobacco products packaging
Secondary abstract: Nowadays, packaging is much more than just protecting a product. It is a tool for attracting the customers, providing product information and last but not least also influencing on purchasing decisions. At the same time, they perform functions to meet the needs of all who have been proud to be in contact with the product, so it is important when planning the packaging several different factors need to be considered. Because we have developed many different types of packaging for different products, we can classify them according to different criteria. How important it is, it can be seen in all aspects of the marketing web, and what is more, they play even a greater role in dealing with customers. With the introduction of plain packaging for tobacco products, we are moving back in the development of packaging, as all communication elements that have aroused the desire of production in customers, have been removed or changed. The aim of the task was to investigate how the plain packaging of tobacco products influences on customers’ perception. The results of our research show that half of the interviewees were aware of the meaning of packaging that when buying tobacco products, they first notice the colour of the packaging, even though in this case the attractive packaging is not that important, however the plain packaging evoked more negative than positive associations. They also believe that packaging does not have a strong effect on purchasing the tobacco products.
Secondary keywords: plain packaging;tobacco products;perception;customers;
Type (COBISS): Diploma project paper
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: 40 str., 2 str. pril.
ID: 11979760