Vloga embalaže v nakupnih odločitvah odjemalcev

Rogan, Belinda

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Title:	Vloga embalaže v nakupnih odločitvah odjemalcev
Authors:	ID Rogan, Belinda (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	VS_Rogan_Belinda_2020.pdf (1,40 MB) MD5: D9E071F26637BEDB206E44151B07FFE4 PID: 20.500.12556/dkum/68f4903f-5063-4a6d-aa05-7f4d0e1c3c07
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	V diplomskem projektu obravnavamo embalažo in njeno vlogo pri nakupnih odločitvah odjemalcev. V današnjem času je na trgu več tisoč različnih vrst embalaže, njenih ponudnikov in posledično veliko konkurence, zato morajo proizvajalci dodobra poznati odjemalca in poskrbeti, da s svojo embalažo čim bolj pritegnejo njegovo pozornost. Pomembna je pravilna izbira komunikacijskih elementov embalaže, saj ti vplivajo na odjemalca in njegove občutke. Embalaža ne vpliva samo na nakupne odločitve, ampak tudi na okolje. Količina odpadne embalaže se vsako leto povečuje, zato je pomembno, da se z njo ravna čim bolj ekološko. Za uspešno zadovoljevanje odjemalčevih potreb je potrebno poznavanje štirih vrst dejavnikov, ki vplivajo na nakupne odločitve, in poznati delovanje petstopenjskega procesa nakupnega odločanja. Projekt smo zaključili z analizo embalaže petih različnih znamk čokolade. S teoretičnega vidika smo primerjali njihove komunikacijske elemente. Kljub temu da gre za podobne izdelke, se njihova embalaža precej razlikuje v izbiri materiala, oblike, barv, ilustracij in besedila.
Keywords:	embalaža, odjemalec, proizvajalec, nakupna odločitev
Place of publishing:	Maribor
Publisher:	[B. Rogan]
Year of publishing:	2020
PID:	20.500.12556/DKUM-77228
UDC:	658.7
COBISS.SI-ID:	33292291
NUK URN:	URN:SI:UM:DK:GO6HGHI1
Publication date in DKUM:	20.10.2020
Views:	1165
Downloads:	161
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	23.08.2020

Secondary language

Language:	English
Title:	The role of packaging in customer's purchasing decisions
Abstract:	The diploma thesis examines packaging and its role in purchase decisions. There are countless different types of packaging and its providers on the market today, which creates space for competition. Manufacturers must therefore thoroughly know their consumers and make sure that packaging draws their attention. Care must be taken when choosing communication elements of packaging, as these affect consumers and their feelings. The packaging also has an impact on the environment, because packaging waste amount increases yearly; it is important to handle this waste properly. To successfully meet consumer's needs, four factors that affect purchasing decisions must be considered. In addition, knowledge about the five step purchasing decision process is needed. We finish the thesis by analysing packaging and communication elements of five different chocolate manufacturers from a theoretical standpoint. Even though the products are similar, the packaging varies in material, shape, color, graphical elements and text.
Keywords:	packaging, consumer, manufacturer, purchase decision

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