Embalaža kot oblika marketinškega komuniciranja

magistrsko delo

Andreja Smodej (Avtor), Bruno Završnik (Mentor)

Povzetek

Embalaža kot oblika marketinškega komuniciranja nudi izdelku brezplačno oglaševanje. Danes je embalaža eno izmed najbolj priljubljenih trženjskih orodij, saj predstavlja prvi stik s kupcem. S privlačno oblikovano embalažo želi proizvajalec pri kupcu vzbuditi pozornost in ga prepričati v nakup izdelka. Pri tem imajo pomembno vlogo komunikacijski elementi embalaže, ki kupcu posredujejo informacije. V osnovi jih delimo na besedne in nebesedne elemente. K besednim elementom uvrščamo informacije o izdelku (proizvajalec, blagovna znamka,...). Nebesedni elementi pa predstavljajo barvo, obliko in material embalaže. V teoretičnem delu naloge sem s pomočjo literature različnih avtorjev spoznala teorijo embalaže, vlogo embalaže v marketinškem komuniciranju in njen vpliv na nakup izdelka. V raziskovalnem delu magistrske naloge sem se usmerila na embalažo bio izdelkov. Osnovni namen magistrske naloge je bil ugotoviti pomembnost embalaže pri nakupu izdelka in vpliv komunikacijskih elementov embalaže na kupca. Na podlagi izpolnjenih anketnih vprašalnikov sem preverjala postavljene hipoteze. Moja predhodna domnevanja so skozi analizo potrdila moja predhodna domnevanja.

Ključne besede

embalaža;tržno komuniciranje;marketinški splet;izdelki;oglaševanje;

Podatki

Jezik:	Slovenski jezik
Leto izida:	2013
Tipologija:	2.09 - Magistrsko delo
Organizacija:	UM EPF - Ekonomsko-poslovna fakulteta
Založnik:	[A. Smodej]
UDK:	659.1/3:658.788.4
COBISS:	11502876
Št. ogledov:	1741
Št. prenosov:	233
Ocena:	0 (0 glasov)
Metapodatki:

Ostali podatki

Sekundarni jezik:	Angleški jezik
Sekundarni naslov:	Packaging as a form of marketing communication
Sekundarni povzetek:	Packaging, as a form of marketing communication, offers free advertising to a product. Packaging today is one of the most popular marketing instruments as it presents first contact with a buyer. With an attractively shaped packaging, a manufacturer wants to attract a buyer's attention and convince him to buy a product. Packaging's communication elements are of great importance here as they pass information to the buyer. Fundamentally they are devided to verbal and nonverbal elements. Information concerning a product (manufacturer, trademark,... ) are placed to verbal elements whereas nonverbal elements present packaging's colour, shape and material. What has been found out, with a help of literature of different authors, in the theoretical part of my thesis is a theory of packaging, packaging's role in a marketing communication and its impact on a product being bought. The exploratory part of my dissertation is oriented to bio products' packaging. A main aim of my dissertation was to found out the importance of packaging considering buying a product, and the impact of packaging's communicative elements on a buyer. Hypothesis set have been checked on a base of filled survey questionnaires and my preliminary assumptions have been proved all through the analysis.
Sekundarne ključne besede:	packaging;marketing communication;marketing SET;product;advertising;bio products;
URN:	URN:SI:UM:
Vrsta dela (COBISS):	Magistrsko delo/naloga
Komentar na gradivo:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Strani:	58 str., 3 str. pril.
ID:	8726413