THE IMPACT OF PACKAGING ON PRODUCT SALES

Proizvod predstavlja kombinaciju materijalne i nematerijalne robe i usluga koje se kupcu potom nude na prodaju. Potrošači iznimno vole nove proizvode i usluge koje su u mogućnosti zadovoljiti sve njihove zahtjeve. Proizvodi koji se plasiraju na tržištu moraju kod krajnjih kupaca izazvati određen interes. Kao jedan od iznimno bitnih dijelova marketinga proizvoda potrebno je istaknuti ambalažu. Ona predstavlja poveznicu između krajnjeg kupca i tržišta. Ambalaža je ujedno i temeljni nositelj brenda te ima iznimnu ulogu pri kupovini ili odabiru pojedinog proizvoda. Upravo stoga ambalaža svojom praktičnošću, funkcionalnošću kao i dizajnom brine o proizvodu te čuva izvornost kao i kvalitetu proizvoda. Na temelju provedenih istraživanja dokazano je kako ambalaža ima utjecaj na odabir proizvoda prilikom kupovine. Poruka koja se ambalažom prenosi je jednoznačna, odnosno ista prenosi doživljaj te prirodu proizvoda, a ujedno pokreće i osjetila kupca pri kupovini. Putem ambalaže stoga se može djelovati na ponašanje potrošača i na njegovu konačnu odluku o kupovinu određenog proizvoda.The product is a combination of tangible and intangible goods and services that are then offered to the buyer for sale. Consumers extremely like new products and services that are able to meet all their requirements. Products placed on the market must arouse a certain interest among end customers. One of the most important parts of product marketing is packaging. It represents the link between the end customer and the market. Packaging is also the basic carrier of the brand and has an exceptional role in buying or choosing an individual product. That is why the packaging, with its practicality, functionality and design, takes care of the product and preserves the originality as well as the quality of the product. Based on the conducted research, it has been proven that packaging has an impact on the choice of products when buying. The message that is conveyed through the packaging is unambiguous, respectively it conveys the experience and nature of the product, and at the same time triggers the customer's senses when buying. Packaging can therefore influence consumer behavior and the consumer's final decision to purchase a particular product