University North. University centre Varaždin. Department of Multimedia, Design and Application.
Abstract
Ovaj završni rad bavi se istraživanjem potrošačke percepcije različitih elemenata ambalažnog dizajna i pakiranja istog. Teoretski dio završnog rada temelji se na podacima iz knjiga i članaka te uključuje osnovne koncepte ambalaže i pakiranja, njezinog dizajna, potrošačkog ponašanja, percepcije potrošača i odlika najprimamljivijih proizvoda. U praktičnom dijelu, prikupljanjem i analizom anketnih podataka na uzorku od 59 osoba, ispitana je privlačnost ambalaže i pakiranja određenih marki čokoladnih proizvoda. Spajanjem teoretskog i praktičnog dijela dolazimo do informacija o korelaciji ambalaže i pakiranja te potrošačkog ponašanja.The purpose of the study was to examine the consumer's perception on different design elements of a package. The theoretical framework was based on articles and books and included core concepts of packaging, design, consumer behavior, consumer perception, and consumer attraction. The practical work was based on collecting and analyzing survey data about the attractiveness of a packaging design of some chocolate products. Combining both theoretical and practical work, this research shows the correlation of packaging and consumer's behavior
