Vpliv embalaže na nakupno odločitev

diplomsko delo

Tanja Dvoršek (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Na močno konkurenčnem trgu, ki danes ponuja množico podobnih izdelkov na policah, je embalaža prenehala biti le zaščita in način prepoznave. Postala je prodajalec. Dobra in komunikativna embalaža nastane iz potrebe, skoraj nikoli samo iz estetskih razlogov. Dober izdelek vključuje načrtovanje učinkovite embalaže proizvoda. Embalaža je glede na druge promocijske tehnike dokaj poceni, njen vpliv pa med najmočnejšimi. Razvoj embalaže temelji na njeni privlačnosti, manjši porabi surovin in materialih, ki se dajo ponovno uporabiti. Embalaža ima velik pomen: ustrezno predstaviti, pozicionirati in zaščititi vsebino. Embalaža mora na prodajnih policah sprožiti navdušenje in kar je najpomembneje, mora prodajati. Za proizvajalce je velikega pomena, da njihov izdelek izstopa iz sivine povprečja, odjemalcu mora ugajati, mora v njem zbuditi zanimanje zanj. Embalaža neposredno vpliva na odjemalčeva čustva in ga motivira k nakupu z vzbujanjem njegovih želja in potreb in tako pripomore k nakupu izdelka.

Keywords

embalaža;nakup;odločanje;komuniciranje;marketing;odjemalec;raziskave;trženje;

Data

Language:	Slovenian
Year of publishing:	2009
Source:	Zg. Polskava
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[T. Dvoršek]
UDC:	659.126
COBISS:	10240796
Views:	3132
Downloads:	369
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Influence of packaging on purchase decision
Secondary abstract:	In a strongly competitive market which today offers a vast group of similar products, the packaging no longer serves only as protection and an item for identification. It has become the salesman. Good and communicative packaging arises from the need and only rarely to satisfy the aesthetic reasons. A good product includes the planning of an efficient packaging. Considering the promotion techniques, the packaging is rather inexpensive, but its impact is one of the strongest. The development of the packaging is based on its attractiveness and a reduced consumption of raw and renewable materials. The packaging is of great importance: it must present, position and protect the product in it in a correct manner. On the sales shelves, the packaging must evoke enthusiasm, and most importantly, it must sell. The manufacturers strive to produce a unique product which would stand out from the grey average. The consumers must like it and must become interested in it. The packaging has a direct influence on the consumers' feelings and motivates them to purchase the product by stirring up their desires and needs. Thus, it helps to sell the product.
Secondary keywords:	PACKAGING;PURCHASE DECISION;PURCHASING PROCESS;
URN:	URN:SI:UM:
Type (COBISS):	Undergraduate thesis
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	58 str., 3 str. pril.
Keywords (UDC):	applied sciences;medicine;technology;uporabne znanosti;medicina;tehnika;communication and transport industries;accountancy;business management;public relations;komunikacije in transport;knjigovodstvo;poslovni menedžment;stiki z javnostjo;publicity;information work;public relations;stiki z javnostjo;reklama;publicity;advertising;oglaševanje;
ID:	988006