magistrsko delo
Daša Prevolšek (Avtor), Damijan Mumel (Mentor)

Povzetek

Z barvami se srečujemo na vsakem koraku. Mogoče se njihovega vpliva ne zavedamo povsem, vendar nam lahko že pogled na določeno barvo dvigne ali pokvari razpoloženje. Barve imajo zelo velik vpliv na človeka in v nas prebujajo različna čustva. Nekatere barve so pozitivne in nas osrečujejo, druge pa na nas delujejo negativno. Ravno zaradi tega je tudi za oblikovalce embalaže zelo pomembno, da vnaprej predvidijo, kako se bodo potencialni porabniki njihovega izdelka odzivali na njihovo embalažo. Porabniku mora podoba izdelka ugajati, mora ga zapeljati in v njem zbuditi zanimanje, saj bo le tako opazil določen izdelek. Proizvajalci želijo porabnike prepričati, da je ravno njihov izdelek tisti pravi, ki ga kupec potrebuje. To pa lahko dosežejo tudi s skrbno izbranimi barvami svoje embalaže. V magistrskem delu smo proučevali vpliv barve embalaže na zaznavanje okusa gostega soka. Ta problem je redko obravnavan, uvrščamo pa ga v področje marketinga, natančneje v področje vedenja odjemalcev. V teoretičnem delu magistrskega dela se osredotočamo na tri ključne pojme, to so zaznavanje, barve in embalaža. Predstavljena je definicija zaznavanja, opisan je proces zaznavanja ter njegovi elementi. Sledi opredelitev barv, opis zaznavanja barv in predstavitev simbolike barv. Prikazana pa je tudi povezava med barvami in živili. V četrtem poglavju obravnavamo embalažo, ki jo definiramo kot sestavni del izdelka in pomeni vse tisto, v kar zavijamo, polnimo oziroma vstavimo določeno vrsto blaga. V poglavju o embalaži opisujemo tudi njene funkcije ter vrste embalaže. V nadaljevanju sledi drugi del magistrskega dela, in sicer empirična raziskava. V tem delu smo za metodo raziskovanja uporabili eksperiment, v katerem je sodelovalo 30 študentov Univerze v Mariboru. S pomočjo eksperimenta smo želeli ugotoviti, ali obstajajo razlike v zaznavanju gostote soka, v zaznavanju vsebnosti sladkorja v gostem soku in v zaznavanju všečnosti okusa gostega soka, postreženega v plastičnih kozarcih štirih različnih barv. S pomočjo programa IBM SPSS 22.0 smo prikazali opisno statistiko, opravili ANOVA test ter t-test za neodvisne vzorce. Rezultati kažejo, da barva embalaže vpliva na zaznavanje okusa gostega soka, saj so testne osebe isti gosti sok, postrežen v štirih različnih barvah embalaže, zaznale različno. Ugotovili smo tudi, da obstajajo statistično značilne razlike med ocenami zaznavanja pri vsaki od spremenljivk, saj je pomembnost razlik pri vseh treh spremenljivkah (gostoti soka, vsebnosti sladkorja v soku in všečnosti okusa soka) manjša od 0,05. Rezultati t-testa pa so pokazali, da obstajajo razlike le pri zaznavanju vsebnosti sladkorja v gostem soku postreženem v zeleni barvi embalaže.

Ključne besede

embalaža;barve;zaznavanje;okus;sok;vedenje porabnikov;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UM EPF - Ekonomsko-poslovna fakulteta
Založnik: [D. Prevolšek]
UDK: 658.89
COBISS: 12188444 Povezava se bo odprla v novem oknu
Št. ogledov: 1272
Št. prenosov: 270
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: ǂThe ǂcolour of package and its influence on taste perception of juice
Sekundarni povzetek: We are surrounded with colours. Usually we are not aware of their impact on our feelings; therefore, only one glimpse of a particular colour can change our mood. Colours have a profound impact on people. Certain colours have positive effect on our feelings and makes us happy, but to the others we react negatively. For this reason it is crucial for package designers to understand how colours effect people. Only with this kind of knowledge they can predict the reaction of potential consumers. The main goal of product producers is to convince consumers in buying their products. The latter can be achieved through carefully selected packaging and its colour. Thesis is based on a research of how the colour of packaging can affect the perception juice flavour. This problem has been rarely discussed. We classify it in the field of marketing – consumer behaviour in marketing. In theoretical part the focus is on main concepts, such as perception, colours and packaging. It includes definition of perception, description of the process of perception and its elements. The next chapter defines colour, colour perception and explains the symbolism of colours. It also illustrates the way the colours are connected to food. In the fourth chapter we describe packaging. It is defined as an integral part of the product – various types of products that are wrapped, filled or inserted. Moreover, functions and types of packaging are also described in this chapter is. Second part of this thesis presents empirical research. We performed an experiment with 30 participants (the students of the University of Maribor). Based on the experiment we wanted to determine whether there are any differences in detention of juice density, sugar content and juice flavour. Juice was served in plastic cups of four different colours. We used IBM SPSS 22.0 to present the descriptive statistics; moreover, we performed ANOVA test and t-test for independent samples. The results of the experiment show that the participants detected the same juice, which was served in four cups of various colours, in different ways. Findings show that there are significant variations in each of the variables of the detection evaluations, since the value of signification in all three variables (juice density, sugar content and juice flavour) is equal to 0, which is less than 0.05. The results of t-test have shown that no statistically significant differences exist in the perception of juice density and juice flavour served different packaging between the sexes. However, there are distinctions in detecting the levels of sugar in a thick juice served in green packaging.
Sekundarne ključne besede: colour;packaging;perception;flavour;juice;
URN: URN:SI:UM:
Vrsta dela (COBISS): Magistrsko delo/naloga
Komentar na gradivo: Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani: 69 str.
ID: 9057348