Vpliv barve embalaže na zaznavanje okusa lizike - eksperiment

Gjurcheska, Joana

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Title:	Vpliv barve embalaže na zaznavanje okusa lizike - eksperiment
Authors:	ID Gjurcheska, Joana (Author) ID Mumel, Damijan (Mentor) More about this mentor...
Files:	UN_Gjurcheska_Joana_2025.pdf (2,19 MB) MD5: C6F979BCBE93473E1C7D70D2D838E642
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	barva embalaže, zaznavanje okusa, barve, vedenje potrošnikov, eksperiment, lizilke
Place of publishing:	Maribor
Publisher:	J. Gjurcheska]
Year of publishing:	2025
PID:	20.500.12556/DKUM-95848
UDC:	366.1:159.937.51
COBISS.SI-ID:	259792131
Publication date in DKUM:	03.12.2025
Views:	196
Downloads:	37
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:	30.10.2025

Secondary language

Language:	English
Title:	The influence of packaging color on the perception of the taste of a lollipop - experiment
Abstract:	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.
Keywords:	packaging color, taste perception, colors, consumer behavior, experiment, lollipops

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