Povezanost dizajna ambalaže čokolade s percepcijom potrošača i odlukama u različitim situacijama kupnje

master's thesis

• Title (english): The relationship between chocolate packaging design and consumer perception and decisions in different purchase situations
• Author: Patricija Oštarjaš
• Mentor: Marija Cerjak (mentor)
• Committee member: Marija Cerjak (predsjednik povjerenstva)
• Committee member: Željka Mesić (član povjerenstva)
• Committee member: Marina Tomić Maksan (član povjerenstva)
• Granter: University of Zagreb; Faculty of Agriculture; (Marketing and Innovation in Agribusiness); Zagreb
• Defense date and country: 2024-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: BIOTECHNICAL SCIENCES; Agronomy

Abstract

U današnje vrijeme, marketing prehrambenih proizvoda, osobito onih koji pružaju zadovoljstvo i užitak potrošačima, od iznimne je važnosti. Dizajn ambalaže i pakiranja igra ključnu ulogu u svijetu marketinga, jer omoguduje proizvođačima bolji plasman proizvoda na konkurentnom tržištu. Posebno je važno istaknuti da ambalaža prehrambenih proizvoda može značajno utjecati na percepciju potrošača i njihovu odluku pri kupnji. Čokolada je proizvod koji se često koristi u osobne svrhe, ali i kao poklon, a način odabira čokolade uvelike ovisi o svrsi njene kupnje. Cilj ovog rada bio je ispitati ponašanje potrošača pri kupnji čokolade, motive koji stoje iza te kupnje, te kako ambalaža utječe na njihovu percepciju i odluke u različitim situacijama. Istraživanje je provedeno putem online anketnog ispitivanja na uzorku od 240 ispitanika. Rezultati su pokazali da se čokolada znatno češde kupuje za vlastitu potrošnju ili potrošnju unutar obitelji nego kao poklon. Ponašanje potrošača prilikom kupnje za osobnu potrošnju i kupnje za darivanje donekle se razlikuje, a ta je razlika najviše vidljiva u važnosti cijene. Iako je okus čokolade najvažnije obilježje čokolade u obje situacije, cijena je od vede važnosti prilikom kupnje za osobnu potrošnju, u odnosu na kupnju čokolade za poklon. Također, sva ispitana obilježja dizajna ambalaže važnija su kod kupnje čokolade za poklon u usporedbi s kupnjom za osobnu potrošnju. Ispitanici su se uglavnom složili da ambalaža uvelike utječe na to smatraju li čokoladu prikladnom za poklon ili ne te da je na temelju pakiranja čokolade mogude procijeniti koliko je čokolada skupa.

Abstract (english)

Nowadays, marketing of food products, especially those that provide satisfaction and pleasure to consumers, is extremely important. Packaging and its design play a key role in the world of marketing, as it enables manufacturers to better position their products on the competitive market. It is especially important to point out that the packaging of food products can significantly influence the perception of consumers and their purchasing decision. Chocolate is a product that is often used for personal purposes, but also as a gift, and the way to choose chocolate largely depends on the purpose of purchasing. The aim of this work was to examine the behavior of consumers when buying chocolate, the motives behind the purchase, and how the packaging affects their perception and decisions in different situations. The research was conducted through an online survey on a sample of 240 respondents. The results showed that chocolate is much more often bought for own consumption or consumption within the family than as a gift. The behavior of consumers when purchasing for personal consumption and when purchasing as a gift differs, and it is mostly visible in the importance of price. Although the taste of the chocolate is the most important feature of the chocolate in both situations, the price is more important when buying for personal consumption, compared to buying chocolate as a gift. Also, all examined features of packaging design are more important when buying chocolate as a gift compared to buying for personal consumption. The respondents mostly agreed that the packaging greatly influences whether they consider the chocolate suitable as a gift or not, and that based on the packaging of the chocolate, it is possible to estimate how expensive the chocolate is.

• Keywords: percepcija; ambalaža; dizajn; čokolada
• Keywords (english): perception; packaging; design; chocolate
• Language: croatian
• URN:NBN: urn:nbn:hr:204:176743
• Study programme: Title: Agribusiness and Rural Development; Study programme type: university; Study level: graduate; Academic / professional title: magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka (magistar/ magistra inženjer/inženjerka agrobiznisa i ruralnog razvitka)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Embargoed access; Embargo expiration date: 2025-09-21
• Created on: 2024-10-02 09:33:09