DIFFERENTIATION OF PACKAGING PRODUCTS IN THE FOOD INDUSTRY

Ambalažiranje podrazumijeva više od obične kupnje kartonske kutije i imena brenda na njoj. Odluke o ambalažiranju, u određenim okolnostima, mogu imati presudni utjecaj na izbore potrošača. Ambalaža, dakle, ima i značajnu ulogu u diferencijaciji proizvoda. Uzimajući u obzir oštru konkurenciju na tržištu, brendovi ne smiju previdjeti ovaj utjecaj. Stoga je cilj ovog rada predstaviti diferencijaciju proizvoda ambalažom u prehrambenoj industriji. Pored teorijskog dijela rada, koji obuhvaća pregled literature o ambalaži, njezinoj ulozi i važnosti u prehrambenoj industriji, u radu su prikazani i uspješni primjeri diferenciranja proizvoda ambalažom.Packaging entails far more than simply purchasing a cardboard box with the brand name printed on it. Decisions on packaging helps corporations to distinguish their uniform physical product or service while avoiding competition. Thus, packaging has an important role in product differentiation. Brands cannot afford to ignore this influence, especially given the market's severe competition. The aim of this Undergraduate Thesis is to present the differentiation of products by packaging in the food industry. In addition to the theoretical part, which includes a review of the literature on packaging, its role and importance in the food industry, the paper presents successful examples of product differentiation by packaging