20.500.12556/DKUM-77341 Vpliv vizualne podobe izdelka na nakupne odločitve The impact of product's visual image on the purchase decision Kaj najprej opazimo pri izdelku? Je to vizualna podoba samega izdelka, njegov dizajn, grafika, barve in material, iz katerega je izdelan ta izdelek? Ob paleti različnih vizualnih podob izdelka, se oko odjemalca v največji meri ustavi na barvitih in zanimivih podobah izdelka. Dejstvo je, da je dobra vizualna podoba tista, ki pripomore, da odjemalec začne o njej razmišljati ter ga motivira k nakupu. V prvem delu diplomskega projekta – teoretičnem delu, smo najprej predstavili, kaj je vizualna podoba, opisali embalažo in jo razvrstili glede na različne funkcije, ki jih opravlja. Prav tako smo opisali, katere vrste embalaže poznamo. Zraven embalaže spadajo tudi njeni komunikacijski elementi kot so barva, material, dizajn in grafika, oblika in dimenzija ter napisi na sami embalaži. Drugi del teorije je zavzela predstavitev nakupnih odločitev. Kašne vrste le teh poznamo, kakšen je njihov potek ter kakšne so njihove ponakupne reakcije. Na koncu teoretičnega dela smo opredelili povezavo med vizualno podobo izdelka in njen vpliv na faze nakupnega odločanja. V drugem delu diplomskega projekta smo izvedli raziskavo, s katero bomo potrdili ali ovrgli postavljene hipoteze. Za pridobitev podatkov smo uporabili metodo anketni vprašalnik, pri katerem sta sodelovala 102 odrasla anketiranca v treh različnih starostnih skupinah. Skozi raziskavo smo anketirancem predstavili tri kategorije izdelkov, med katerimi so morali izbrati en izdelek, ki jih je glede na vizualno podobo privlačil ali so za njegovo izbiro imeli kakšen drugi razlog, ki so ga navedli pod vsako kategorijo izdelkov. Skozi raziskavo smo ugotovili, da je dobra vizualna podoba izdelka pri določenih kategorijah pomembna, pri določenih pa ne. What do we notice about the product at first? Is this visual image of the product, is this its design, its graphics, its colors or the material, from which this product is made? There is wide spectre of different product visual images and the customer's eyes mostly stops at colorful and interesting images of the product. It is known fact, that the good visual image of product is great factor to customer to start thinking about the product and motivates him to buy it. In first part of my graduation project (theoretical part) I established what visual image is and made description of packaging, where I classified also about different functions of it and which packaging we know. Alongside packaging we have to notice also communicational elements of packaging like colours, material, graphics, design, shape, dimensions and writings on it. In second theoretical part I disscussed about presentation of purchasing decisions – about what kinds of these we know, what are their course and what are their post-purchasing reactions. At the end of theoretical part I defined the connection between product visual image and its influence on phases of purchasing decision. In the second part of my graduation project I conducted research, where I wanted to confirm or discard the hypotheses. To obtain data, we used the survey questionnaire method, in which 102 adult respondents in three different age groups participated. Through the research, we presented to the respondents three categories of products, from which they had to choose one product that attracted them according to the visual image or they had some other reason for their choice, which they stated under each product category. Through research, we found that a good visual image of a product is important in certain categories but not in others. odjemalec izdelek embalaža nakupno odločanje dizajn vizualna podoba. customer product packaging purchasing decision design visual image true true false [K. Hameršak] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2020-08-27 12:15:27 2020-12-02 13:27:57 2022-08-09 14:40:54 2020-12-03 03:15:09 2020 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.6 40566531 URN:SI:UM:DK:WTHJIFRD UN_Hamersak_Klara_2020.pdf UN_Hamersak_Klara_2020.pdf 1 0AE4D6A0FE0CD13E94411B79E794CCBC ee6496b30fdd7b48d48600e8fd2952c8b7e3fdb654d5b7b103ec74a29f412ebc d6abb09a-7c11-11eb-bb7a-00155d0001ca 20.500.12556/dkum/5380f0da-3784-4aa9-b06b-6794d267d7de https://dk.um.si/Dokument.php?lang=slv&id=145882 Ekonomsko-poslovna fakulteta 0 0 0