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undergraduate thesis
AMBALAŽA POLJOPRIVREDNO-PREHRAMBENIH PROIZVODA KAO DIO MARKETING STRATEGIJE
Završni rad
2021. urn:nbn:hr:145:057050
Majer, Ivona
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of National and International Economics

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Majer, I. (2021). AMBALAŽA POLJOPRIVREDNO-PREHRAMBENIH PROIZVODA KAO DIO MARKETING STRATEGIJE : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:057050

Majer, Ivona. "AMBALAŽA POLJOPRIVREDNO-PREHRAMBENIH PROIZVODA KAO DIO MARKETING STRATEGIJE : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:057050

Majer, Ivona. "AMBALAŽA POLJOPRIVREDNO-PREHRAMBENIH PROIZVODA KAO DIO MARKETING STRATEGIJE : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:057050

Majer, I. (2021). 'AMBALAŽA POLJOPRIVREDNO-PREHRAMBENIH PROIZVODA KAO DIO MARKETING STRATEGIJE : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 13 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:057050

Majer I. AMBALAŽA POLJOPRIVREDNO-PREHRAMBENIH PROIZVODA KAO DIO MARKETING STRATEGIJE : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 November 13] Available at: https://urn.nsk.hr/urn:nbn:hr:145:057050

I. Majer, "AMBALAŽA POLJOPRIVREDNO-PREHRAMBENIH PROIZVODA KAO DIO MARKETING STRATEGIJE : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:057050

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Metadata
TitleAMBALAŽA POLJOPRIVREDNO-PREHRAMBENIH PROIZVODA KAO DIO MARKETING STRATEGIJE : Završni rad
Title (english)PACKAGING OF AGRICULTURAL AND FOOD PRODUCTS AS PART OF THE MARKETING STRATEGY : Final paper
AuthorIvona Majer
MentorZdravko Tolušić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of National and International Economics)
Osijek
Defense date and country2021-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Današnje tržište opisuje visoka konkurentnost proizvoda, velika dostupnost proizvoda i usluga te informiranost kupaca. U tim uvjetima poduzećima je sve teže istaknuti se u masi sličnih proizvoda. Uspjeh svakog poduzeća, sa ekonomskog gledišta, mjeri se prihodima kojima prethodi prodaja. Kroz dugogodišnju revoluciju istraživanja utjecaja atributa proizvoda na donošenje odluke o kupnji, skupni zaključak mnogih autora je da je ambalaža jedan od najutjecajnijih svojstava proizvoda. Ovim istraživanjem analizirana je percepcija potrošača kada je u pitanju ambalaža poljoprivredno - prehrambenih proizvoda, prikazani su teorijski okviri ambalaže i njezinih značajki, te su prikazani rezultati konkretnih istraživanja o značajkama ambalaže i njihovom utjecaju na odluke o kupnji. Na kraju je dana rasprava o rezultatima istraživanja i prikaz donesenih zaključaka istraživanja. Nadalje, pružen je osvrt na važnost ambalaže u distribuciji te nove trendove u dizajnu ambalaže. Svrha ovog istraživanja je identificirati utjecaj ambalaže na ponašanje potrošača pri kupnji i na percepciju kupaca o proizvodu i proizvođaču, istaknuti krucijalne stavke dizajna ambalaže, odrediti njenu ulogu u distribuciji te nove trendove ambalaže s ciljem informiranja poduzeća i ostalih o elementima dizajna za ambalažu poljoprivredno – prehrambenih proizvoda kako bi prepoznali važnost ambalaže kao elementa marketinga, te navedene spoznaje mogli integrirati u vlastitu marketinšku strategiju.
Abstract (english)
Today's market is described by high product competitiveness, high availability of products and services and customer information. In these conditions, it is increasingly difficult for companies to stand out in the mass of similar products. The success of any business, from an economic point of view, is measured by revenue preceded by sales. Through a long revolution in research into the impact of product attributes on purchasing decisions, the collective conclusion of many authors is that packaging is one of the most influential properties of a product. This research analyzes the perception of consumers when it comes to packaging of agri - food products, presents the theoretical framework of packaging and its characteristics, and presents the results of specific research on the characteristics of packaging and their impact on purchasing decisions. At the end, there is a discussion about the results of the research and a presentation of the conclusions of the research. Furthermore, a review of the importance of packaging in distribution and new trends in packaging design is provided. The purpose of this research is to identify the impact of packaging on consumer buying behavior and customer perception of the product and manufacturer, highlight key items of packaging design, determine its role in distribution and new packaging trends to inform companies and others about the design elements of agri-food packaging. products in order to recognize the importance of packaging as an element of marketing, and be able to integrate these findings into their own marketing strategy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:057050
Study programmeTitle: professional study commerce
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-07-01 07:42:33