Grbeša, Željka (2018) Utjecaj imena brenda i percipirane kvalitete ambalaže na odabir kupca. Master's thesis - Graduate Programme. Grafički fakultet. [Mentor: Donevski, Davor].
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Abstract
Ovim diplomskim radom obrađuje se tematika povezanosti prepoznatljivosti brenda i utjecaj istog na percipiranje kvalitete ambalaže proizvoda. Rad je koncipiran u nekoliko cjelina. Prvi dio rada je teorijski dio koji se temelji na podacima iz knjiga i članaka. Iznesen je pregled povijesnog razvoja ambalaže, vrsta ambalaže te njezinih osnovnih funkcija. Drugi dio rada temelji se na istraživanjima i obuhvaća provođenje ankete i zatim ispitivanje mehaničkih svojstava ambalaža. Treća cjelina rada odnosi se na analizu dobivenih rezultata. Glavni ciljevi ovog istraživanja su prepoznavanje motiva kupaca prilikom kupovine te utvrđivanje povezanosti između percipirane kvalitete i realne kvalitete ambalaže. Kako bi se dobro upoznali s motivima i percepcijom kvalitete ambalaže, izrađena je anketa. Analizirane su: navike potrošača, motivi prilikom kupovine te privlačnost atributa dizajna ambalaže. Nakon što su prikupljene informacije uz pomoć ankete, ispitana su mehanička svojstva te iste ambalaže. Daljnjom analizom dobivenih podataka utvrđena je povezanost između brenda, percipirane kvalitete i realne kvalitete ambalaže.
| Item Type: | Master's thesis - Graduate Programme |
|---|---|
| Mentor name: | Donevski, Davor |
| Thesis Committee: | Banić, Dubravko and Donevski, Davor and Kulčar, Rahela |
| Defence date: | 24 September 2018 |
| Abstract in english: | This graduate thesis deals with the relationship between the recognition of brand and the influence of the same on the perception of the quality of the product packaging. This paper has been conceived in several units. The first part of the paper is a theoretical part based on data from books and articles. It has been presented an overview of the historical development of packaging, the types of packaging and its basic functions. The second part of the paper is based on research and involves survey and then testing the mechanical properties of the packaging. The third set of work relates to the analysis of the obtained results. The main goals of this research are to identify buyers motives in buying and to establish the correlation between perceived quality and realistic quality of packaging. In order to get well acquainted with the motives and the perception of packaging quality, a survey was made. A couple of things were analyzed by the survey: consumer habits, shopping motives and attractiveness of packaging design attributes. The mechanical properties of the same packaging were examined after gathering the information that were collected through the survey. Further analysis of the obtained data revealed the correlation between the brand, the perceived quality and the real quality of the packaging. |
| Uncontrolled Keywords: | ambalaža, dizajn ambalaže, ponašanje potrošača, brend, marketing |
| Keywords in english: | packaging, packaging design, consumer behaviour, brand, marketing |
| Subjects: | TECHNICAL SCIENCES > Graphic Technology |
| Institution: | Grafički fakultet |
| City: | Zagreb |
| Number of Pages: | 52 |
| Callnumber: | DON 2018 GRB |
| Inventory number: | DB745 |
| Depositing User: | Nina Jelača |
| Status: | Unpublished |
| Date Deposited: | 14 Jan 2019 09:29 |
| Last Modified: | 14 Jan 2019 09:29 |
| URI: | http://eprints.grf.unizg.hr/id/eprint/2954 |
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