20.500.12556/DKUM-86343 Vpliv vizualne podobe embalaže na nakupno odločitev potrošnika magistrsko delo The influence of the visual appearance of packaging on consumer purchasing decisions Živimo v sodobni potrošniški družbi, kjer smo vsakodnevno obdani z neštetim številom izdelkov različnih ponudnikov, embalaža je zraven svoje tradicionalne vloge zaščite izdelka in z razvojem možnosti potiska materialov postala eden izmed ključnih komunikacijskih in marketinških orodij med izdelkom ter potrošnikom. V magistrskem delu smo se odločili raziskati vpliv vizualne podobe embalaže na potrošnikove odločitve na primeru embalaže bučnih olj. V teoretičnem delu smo opisali embalažo – od njenih glavnih funkcij in materialov do komunikacijskih elementov na njej. V empiričnem delu smo opravili primerjalno analizo in anketo s potrošniki ter ugotovili, da ima vizualna podoba embalaže pozitiven vpliv na potrošnikovo motiviranost za nakup izdelka ter domnevano kvaliteto izdelka, vpliv ocene privlačnosti emalaže izdelka na domnevano ceno izdelka je zanemarljiv. We live in a modern consumer society, where we are surrounded daily by countless number of products from various providers. Packaging, in addition to its traditional role of product protection, has evolved with the advancement in printing on materials to become one of the key communication and marketing tools between the product and the consumer. In our master's thesis, we chose to investigate the impact of the visual appearance of packaging on consumer decisions using the example of pumpkin seed oil packaging. In the theoretical part, we described packaging, from its main functions and materials to the communication elements on it. In the empirical part, we conducted a comparative analysis and a survey with consumers and found that the visual image of packaging has a positive impact on the consumer's motivation to purchase the product and the perceived quality of the product, while the impact of the attractiveness rating of the product's packaging on the presumed price of the product is negligible. embalaža vizualna podoba izdelka nakupno odločanje packaging visual appearance purchase decisions true true false [T. M. Tertinek] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2023-11-14 08:56:11 2023-12-04 13:08:37 2024-01-27 03:31:32 0000-00-00 00:00:00 2023 0 Maribor 0 Maribor 1 spletni vir (1 datoteka PDF (XI, 95 f.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.126(043.2) 182637571 MAG_Tertinek_Tia_Maria_2023.pdf MAG_Tertinek_Tia_Maria_2023.pdf 1 E3AF8FE5DAD068A76A57BC50E3EA0C54 e45d6cef4241f419c9a0a0e34c38b7cb3e0084d4c2764ded26f3d144aa031eb4 25c84c05-82c4-11ee-a1f5-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=174138 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0