20.500.12556/DKUM-95848 Vpliv barve embalaže na zaznavanje okusa lizike - eksperiment The influence of packaging color on the perception of the taste of a lollipop - experiment Diplomsko delo proučuje vpliv barve embalaže na zaznavanje okusa in dojemanje kakovosti izdelkov. Embalaža ima v trženju pomembno vlogo, saj ne deluje le kot zaščitni element, temveč tudi kot komunikacijsko orodje med blagovno znamko in potrošnikom. Teoretični del temelji na spoznanjih iz psihologije barv in vedenja potrošnikov ter pojasnjuje, kako barve vplivajo na čustva, pričakovanja in percepcijo izdelkov. Barvni dražljaji lahko oblikujejo potrošnikova pričakovanja o okusu in kakovosti še pred neposredno izkušnjo izdelka. Empirični del naloge je pokazal, da barva embalaže pomembno vpliva na potrošnikovo zaznavanje in oblikovanje pričakovanj. Ugotovljeno je bilo, da posamezne barve sprožajo značilne asociacije na določene okuse in vplivajo na dojemanje kakovosti izdelka. Udeleženci so izrazili visoko stopnjo strinjanja s trditvami, da embalaža vpliva na njihovo percepcijo izdelkov in odločitve o nakupu, medtem ko razlike med spoloma niso bile statistično pomembne. The thesis examines the influence of packaging color on taste perception and the perceived quality of products. Packaging plays an important role in marketing, as it functions not only as a protective element but also as a communication tool between the brand and the consumer. The theoretical part is based on insights from color psychology and consumer behavior, explaining how colors affect emotions, expectations, and product perception. Color stimuli can shape consumers’ expectations about taste and quality even before the actual product experience. The empirical part of the thesis showed that the color of packaging significantly influences consumers’ perception and the formation of expectations. It was found that individual colors trigger specific associations with certain flavors and affect the perceived quality of the product. Participants expressed a high level of agreement with the statements that packaging influences their perception of products and purchasing decisions, while gender differences were not statistically significant. barva embalaže zaznavanje okusa barve vedenje potrošnikov eksperiment lizilke packaging color taste perception colors consumer behavior experiment lollipops true true false J. Gjurcheska] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2025-10-30 10:19:16 2025-12-03 12:53:40 2025-12-04 03:19:26 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1:159.937.51 259792131 UN_Gjurcheska_Joana_2025.pdf UN_Gjurcheska_Joana_2025.pdf 1 C6F979BCBE93473E1C7D70D2D838E642 b76c8a03828cde384a142cff2a966adedad49f4eb41211677ba37c68799fdeb7 02880041-caae-11f0-9fe8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=200900 Ekonomsko-poslovna fakulteta 0 0 0