Vpliv embalaže na nakupne odločitve

primer embalaže jogurta blagovne znamke Zelene Doline

Nisa Gabrijela Hribernik (Author), Bruno Završnik (Mentor)

Abstract

Diplomski seminar se nanaša na embalažo in njen vpliv na nakupne odločitve. Zaradi vse večje konkurence na trgu, morajo podjetja poskrbeti, da njihovi izdelki na trgu pritegnejo pozornost. Prav izvirna embalaža je lahko tista, s katero si bodo pridobili pozornost odjemalca. To lahko dosežejo s kombiniranjem različnih barvnih kombinacij, oblik, velikosti. Poleg tega pa morajo podjetja razumeti in poznati želje ter potrebe odjemalcev. Zato so potrebna poučevanja vedenja odjemalcev, kajti le tako se podjetja lahko približajo odjemalcem. Pri kreiranju embalaže pa morajo biti pozorni tudi na zakonske in ekološke zahteve v zvezi z embalažo. V praktičnem delu diplomskega seminarja sem predstavila podjetje Mlekarna Celeia, d.o.o., podrobneje pa sem se osredotočila na embalažo jogurtov blagovne znamke Zelene Doline. S pomočjo anketnega vprašalnika sem prišla do ugotovitev, da sama embalaža jogurtov ni tako pomembna pri nakupnih odločitvah. Odjemalcem so bolj pomembni materiali iz katerih je narejena embalaža.

Keywords

embalaža;blagovne znamke;odjemalec;kupci;nakup;odločanje;vedenje porabnikov;

Data

Language:	Slovenian
Year of publishing:	2013
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[N. G. Hribernik]
UDC:	658.788.4
COBISS:	11521308
Views:	1604
Downloads:	205
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Influence of packaging on purchase decisions
Secondary abstract:	My diploma seminar deals with the subject of packaging and the influence it has on purchase decisions. Due to the increasing competition in the market, companies must promote products that draw attention. A very innovative packaging is just the thing that will draw the attention of the consumer. This can be achieved by using a mixture of different color patterns, shapes, sizes. Companies must also understand and know the desires and needs of consumers. That is the reason why consumer behavior needs to be investigated because this is how companies can get close to the consumer. When creating a packaging, companies must also follow the legal and environmental requirements related to packaging. In the practical part of my diploma seminar I introduce the company Mlekarna Celeia Ltd. and I put a special focus on the packaging of yoghurts, brand Zelene Doline. With the help of a questionnaire I came to the conclusion that the packaging of yoghurts is not so important when it comes to purchase decisions. Consumers put more emphasis on packaging materials.
Secondary keywords:	packaging;consumer;purchase decision;Mlekarna Celeia Ltd.;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	45 str., 2 str. pril.
ID:	8726916