Psihološki vpliv barve embalaže na nakupni proces
diplomsko delo
Abstract
Razumevanje vedenja potrošnika je ključnega pomena v trženju, saj je ta končni uporabnik številnih izdelkov in storitev. Raziskali smo vlogo barve embalaže pri prepoznavnosti blagovne znamke in nakupnih odločitev glede na starost in spol potrošnika. Raziskava temelji na analizi literature, ki zajema vedenje potrošnika, nakupni proces, embalažo in psihologijo barv. Empirični del je izveden s pomočjo anketnega vprašalnika. Raziskava potrjuje, da je vpliv barve embalaže pomemben pri prepoznavanju blagovnih znamk. Ugotovili smo, da so cena, blagovna znamka in količina izdelka poleg barve embalaže prav tako ključnega pomena.
Keywords
potrošnik;nakupni proces;embalaža;psihologija barv;diplomske naloge;
Data
| Language: | Slovenian |
|---|---|
| Year of publishing: | 2023 |
| Typology: | 2.11 - Undergraduate Thesis |
| Organization: | UM FERI - Faculty of Electrical Engineering and Computer Science |
| Publisher: | [L. Zebec] |
| UDC: | 336.1:159.937.515(043.2) |
| COBISS: |
181763587
|
| Views: | 378 |
| Downloads: | 35 |
| Average score: | 0 (0 votes) |
| Metadata: |
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Other data
| Secondary language: | English |
|---|---|
| Secondary title: | Psychological influence of packaging color on the purchasing process |
| Secondary abstract: | Understanding consumer behaviour is crucial in marketing as consumers are the ultimate users of many products. We investigated the role of packaging color in brand recognition and purchasing decisions based on the age and gender of consumers. The research is based on a literature analysis encopassing consumer behavior, the buying process, packaging and the psychology of colors. The empirical part involves the use of a survery. The study confirms that the influence of packaging color is significant in brand recognition. We found that price, brand and product quantity are also important alongside packaging color in influencing consumer choices. |
| Secondary keywords: | consumer;buying process;packaking;color psychology; |
| Type (COBISS): | Bachelor thesis/paper |
| Thesis comment: | Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije |
| Pages: | 1 spletni vir (1 datoteka PDF (VI, 48 f.)) |
| ID: | 20006509 |
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