20.500.12556/DKUM-67881 Analiza etiket piva mikropivovarn An analysis of microbrew labels Znano je, da se kupci za nakup posameznih izdelkov velikokrat odločamo na podlagi videnega. Pomembno vlogo pri odločitvi nakupa nosijo tudi številni trendi, zato želimo skozi diplomsko delo preučiti vpliv etiket kot dela embalaže na proces odločanja kupcev pri nakupu piva iz mikropivovarn, kjer zraven kupne moči potrošnikov pomembno vlogo pri prodaji igrajo tudi drugi faktorji. Številni kupci se pri velikih pivovarnah odločajo za nakup piva predvsem zaradi trendov, nizke cene in podobnih dejavnikov. Pri mikropivovarnah k vrednosti piva pripomore tudi vizualna privlačnost. Pri tem seveda ne gre izpustiti dejstva, da so piva iz mikropivovarn vse bolj v ospredju in jih že številni gostinci ponujajo kot del svoje redne ponudbe. Etiketa pri posameznih produktih predstavlja nosilec informacij za kupce. Pomembno je, da kupec dobi tiste informacije, ki ga bodo pritegnile, zraven tistih, ki so z zakonskimi akti, pravilniki in zakoni predpisane. Vsakemu ponudniku je dovoljeno, da z vizualno podobo produkta čim bolj pritegne kupca. Naš namen je, da skozi diplomsko delo raziščemo še precej neraziskano področje etiket mikropivovarn kot del embalaže. V sklopu teoretičnega dela diplomskega projekta je zraven razdelane tematike o etiketah in prodaji piv iz mikropivovarn predstavljen tudi princip delovanja manjših proizvajalcev piva, katere vrste pivovarjev poznamo, hkrati pa smo analizirali tudi nekaj etiket posameznih piv iz mikropivovarn, katerih je moč kupiti v Sloveniji. Diplomsko delo vsebuje tudi raziskovalni del, kjer smo raziskovali dejanski vpliv etiket na kupce. V sklopu tega smo s pomočjo ankete pridobili informacije in jih tudi analizirali. Ugotovitve so zelo zanimive, saj pričajo o tem, da imamo Slovenci zelo radi pivo in po njem v večini posegamo nekajkrat tedensko. Pri odločitvi o nakupu piva iz mikropivovarn pa respondenti odgovarjajo, da največjo težo nakupa odnese aromatika in šele nato etiketa. It is known that buyers often decide for purchase of some products based on what we see. An important role in decision of the purchase is played by trends. That is why we want to study the influence of labels, as part of the packaging, on the process of the buyers decision making when buying microbrewery beer, where beside the purchasing power an important role is also played by other factors. Many buyers are, when buying beer from big breweries, deciding on what to buy mostly because of trends, low prices and similar factors. At microbreweries the influence of visual attraction also adds to the beer value. We cannot let go of the fact that microbrewery beers are more and more in the leading position and many caterers are offering this beer as part of their offer. The label on individual products is representing the holder of information for buyers. It is important that the buyers receive the information they desires along those, which are legally required. Every provider has a right to attract buyers with visual image of the product. That is why our purpose is to make a research on this rather uncharted area of microbrewery labels as part of the package. As part of the theoretical part of the diploma project, besides the topic of labeling and the sale of beer from micro-breweries, the principle of the operation of smaller beer producers is also presented, and we also analyzed several labels of individual beers from micro-brewers, which can be purchased in Slovenia. The diploma also contains a research section where we investigated the actual impact of labels on customers. Within this, we obtained information from beer brewers through the survey and analyzed them. The findings are very interesting, as they testify that Slovenians like beer very much, and most of them are affected several times a week. When deciding on the purchase of beer from micro-brewers, respondents respond that the maximum weight of the purchase is taken by the aromatic and then the label. mikropivovarna vedenje odjemalcev embalaža etiketa micro-brewery customer behavior packaging label true true false [N. Sagadin] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2017-09-01 11:19:35 2017-11-30 11:45:56 2022-08-01 14:34:05 2019-07-11 16:34:18 2017 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366 12905244 URN:SI:UM:DK:83BAEISI UN_Sagadin_Nina_2017.pdf UN_Sagadin_Nina_2017.pdf 1 C29E2EEB98FB7BF1E3CDCEE394955D3D 688535ab69eec52e171e3e25886c07b764f2e1e0079daf579fe14f25d2a2d787 a3d2a722-7c0e-11eb-bb7a-00155d0001ca 20.500.12556/dkum/3c278ae5-3320-44da-a4ec-d22112851998 https://dk.um.si/Dokument.php?lang=slv&id=117152 Ekonomsko-poslovna fakulteta 0 0 0