20.500.12556/DKUM-86040-151071e5-ebe9-c453-ad0e-f6f0f7dea83d Psihološki vpliv barve embalaže na nakupni proces diplomsko delo Psychological influence of packaging color on the purchasing process Razumevanje vedenja potrošnika je ključnega pomena v trženju, saj je ta končni uporabnik številnih izdelkov in storitev. Raziskali smo vlogo barve embalaže pri prepoznavnosti blagovne znamke in nakupnih odločitev glede na starost in spol potrošnika. Raziskava temelji na analizi literature, ki zajema vedenje potrošnika, nakupni proces, embalažo in psihologijo barv. Empirični del je izveden s pomočjo anketnega vprašalnika. Raziskava potrjuje, da je vpliv barve embalaže pomemben pri prepoznavanju blagovnih znamk. Ugotovili smo, da so cena, blagovna znamka in količina izdelka poleg barve embalaže prav tako ključnega pomena. Understanding consumer behaviour is crucial in marketing as consumers are the ultimate users of many products. We investigated the role of packaging color in brand recognition and purchasing decisions based on the age and gender of consumers. The research is based on a literature analysis encopassing consumer behavior, the buying process, packaging and the psychology of colors. The empirical part involves the use of a survery. The study confirms that the influence of packaging color is significant in brand recognition. We found that price, brand and product quantity are also important alongside packaging color in influencing consumer choices. potrošnik nakupni proces embalaža psihologija barv consumer buying process packaking color psychology true true false [L. Zebec] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2023-09-29 09:24:26 2023-11-03 12:19:26 2024-01-20 03:16:07 0000-00-00 00:00:00 2023 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (VI, 48 f.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 336.1:159.937.515(043.2) 181763587 UN_Zebec_Lena_2023.pdf UN_Zebec_Lena_2023.pdf 1 0A74DFDD608BEFDD9B2F00E7928485CC 0ce0eea3474158b45574aa1f2f1428410033ed2cd84e122d90fa1094b3652586 afda93bc-6c02-11ee-aee9-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=173585 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0