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Title:
Psihološki vpliv barve embalaže na nakupni proces : diplomsko delo
Authors:
ID
Zebec, Lena
(Author)
ID
Tomažič, Tina
(Mentor)
More about this mentor...
ID
Lovrenčič Držanič, Irena
(Comentor)
Files:
UN_Zebec_Lena_2023.pdf
(1014,29 KB)
MD5: 0A74DFDD608BEFDD9B2F00E7928485CC
Language:
Slovenian
Work type:
Bachelor thesis/paper
Typology:
2.11 - Undergraduate Thesis
Organization:
FERI - Faculty of Electrical Engineering and Computer Science
Abstract:
Razumevanje vedenja potrošnika je ključnega pomena v trženju, saj je ta končni uporabnik številnih izdelkov in storitev. Raziskali smo vlogo barve embalaže pri prepoznavnosti blagovne znamke in nakupnih odločitev glede na starost in spol potrošnika. Raziskava temelji na analizi literature, ki zajema vedenje potrošnika, nakupni proces, embalažo in psihologijo barv. Empirični del je izveden s pomočjo anketnega vprašalnika. Raziskava potrjuje, da je vpliv barve embalaže pomemben pri prepoznavanju blagovnih znamk. Ugotovili smo, da so cena, blagovna znamka in količina izdelka poleg barve embalaže prav tako ključnega pomena.
Keywords:
potrošnik
,
nakupni proces
,
embalaža
,
psihologija barv
Place of publishing:
Maribor
Place of performance:
Maribor
Publisher:
[L. Zebec]
Year of publishing:
2023
Number of pages:
1 spletni vir (1 datoteka PDF (VI, 48 f.))
PID:
20.500.12556/DKUM-86040-151071e5-ebe9-c453-ad0e-f6f0f7dea83d
UDC:
336.1:159.937.515(043.2)
COBISS.SI-ID:
181763587
Publication date in DKUM:
03.11.2023
Views:
812
Downloads:
107
Metadata:
Categories:
KTFMB - FERI
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:
ZEBEC, Lena, 2023,
Psihološki vpliv barve embalaže na nakupni proces : diplomsko delo
[online]. Bachelor’s thesis. Maribor : L. Zebec. [Accessed 21 January 2025]. Retrieved from: https://dk.um.si/IzpisGradiva.php?lang=eng&id=86040
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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:
29.09.2023
Secondary language
Language:
English
Title:
Psychological influence of packaging color on the purchasing process
Abstract:
Understanding consumer behaviour is crucial in marketing as consumers are the ultimate users of many products. We investigated the role of packaging color in brand recognition and purchasing decisions based on the age and gender of consumers. The research is based on a literature analysis encopassing consumer behavior, the buying process, packaging and the psychology of colors. The empirical part involves the use of a survery. The study confirms that the influence of packaging color is significant in brand recognition. We found that price, brand and product quantity are also important alongside packaging color in influencing consumer choices.
Keywords:
consumer
,
buying process
,
packaking
,
color psychology
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