PACKAGING AS A FORM OF MARKETING COMMUNICATION

Embalaža kot oblika marketinškega komuniciranja nudi izdelku brezplačno oglaševanje. Danes je embalaža eno izmed najbolj priljubljenih trženjskih orodij, saj predstavlja prvi stik s kupcem. S privlačno oblikovano embalažo želi proizvajalec pri kupcu vzbuditi pozornost in ga prepričati v nakup izdelka. Pri tem imajo pomembno vlogo komunikacijski elementi embalaže, ki kupcu posredujejo informacije. V osnovi jih delimo na besedne in nebesedne elemente. K besednim elementom uvrščamo informacije o izdelku (proizvajalec, blagovna znamka,...). Nebesedni elementi pa predstavljajo barvo, obliko in material embalaže. V teoretičnem delu naloge sem s pomočjo literature različnih avtorjev spoznala teorijo embalaže, vlogo embalaže v marketinškem komuniciranju in njen vpliv na nakup izdelka. V raziskovalnem delu magistrske naloge sem se usmerila na embalažo bio izdelkov. Osnovni namen magistrske naloge je bil ugotoviti pomembnost embalaže pri nakupu izdelka in vpliv komunikacijskih elementov embalaže na kupca. Na podlagi izpolnjenih anketnih vprašalnikov sem preverjala postavljene hipoteze. Moja predhodna domnevanja so skozi analizo potrdila moja predhodna domnevanja.Packaging, as a form of marketing communication, offers free advertising to a product. Packaging today is one of the most popular marketing instruments as it presents first contact with a buyer. With an attractively shaped packaging, a manufacturer wants to attract a buyer\u27s attention and convince him to buy a product. Packaging\u27s communication elements are of great importance here as they pass information to the buyer. Fundamentally they are devided to verbal and nonverbal elements. Information concerning a product (manufacturer, trademark,... ) are placed to verbal elements whereas nonverbal elements present packaging\u27s colour, shape and material. What has been found out, with a help of literature of different authors, in the theoretical part of my thesis is a theory of packaging, packaging\u27s role in a marketing communication and its impact on a product being bought. The exploratory part of my dissertation is oriented to bio products\u27 packaging. A main aim of my dissertation was to found out the importance of packaging considering buying a product, and the impact of packaging\u27s communicative elements on a buyer. Hypothesis set have been checked on a base of filled survey questionnaires and my preliminary assumptions have been proved all through the analysis