Uloga ambalaže kod percepcije imidža luksuznih proizvoda

master's thesis

• Title (english): The role of packaging in the perception of the image of luxury products
• Author: Mateja Kolar
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-06-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ambalaža predstavlja zaštitu proizvoda od loma ili kvara ali također služi za olakšavanje
transporta, skladištenje te privlačenju pozornosti na proizvod. U marketingu je ona ujedno sredstvo
komunikacije između proizvođača i potrošača putem koje se pružaju važne informacije o
proizvodu i kreiranju svijesti o postojanju marke. Pregledom dostupne literature i provedenih
istraživanja, utvrđeno je kako ambalaža utječe na potrošače i njihovu odluku o kupovini. Uz ovo
znanje, važno je da marketinški stručnjaci razumiju važnost odabira ambalaže prilikom
dizajniranja i izrade ambalaže.
U diplomskom radu analizira se uloga ambalaže kod percepcije imidža luksuznih proizvoda. Cilj
je istražiti kako mladi potrošači doživljavaju različite elemente ambalaže luksuznih proizvoda te
spoznati kako vide ulogu ambalaže kod percepcije imidža luksuznih proizvoda. U tu svrhu
provedeno je istraživanje na namjernom uzorku mlade dobne skupine potrošača metodom fokus
grupa. Istraživanje je pokazalo da se prilikom kupovine luksuznih proizvoda mladi potrošači
oslanjaju na funkcionalnost i kvalitetu izrade naspram date cijene te im je važno da ambalaža prati
estetiku imidža marke s naglaskom na minimalizam u bojama, korištenje čvršćih materijala radi
sigurnosti i estetske privlačnosti. Ujedno, ambalaža će uvelike doprinijeti imidžu ako se radi o
proizvodima namijenjenim poboljšanju čovjekove estetike i olakšavanja svakodnevnice. Glavne
prepreke su problem pojave inačica i preslika proizvoda drugih proizvođača koji nude identičan
proizvod drugačije cijene, kvalitete i ambalaže.

Abstract (english)

Packaging represents the protection of the product from breakage or failure, but it also serves to
facilitate transport, storage and draw attention to the product. In marketing, it is also a means of
communication between producers and consumers through which important information about the
product is provided and awareness of the existence of the brand is created. By reviewing the
available literature and conducting research, it was determined how packaging affects consumers
and their purchase decision. Along with this knowledge, it is important that marketers understand
the importance of packaging selection when designing and creating packaging.
The thesis analyzes the role of packaging in the perception of the image of luxury products. The
goal is to investigate how young consumers perceive different elements of the packaging of luxury
products and to learn how they see the role of packaging in the perception of the image of luxury
products. For this purpose, research was conducted on a deliberate sample of the young consumer
age group using the focus group method. Research has shown that when buying luxury products,
young consumers rely on functionality and quality of production at the given price, and it is
important for them that the packaging follows the esthetics of the brand image with an emphasis
on minimalism in colors, the use of stronger materials for safety and aesthetic appeal. At the same
time, the packaging will greatly contribute to the image if it is about products intended to improve
human esthetics and make everyday life easier. The main obstacle is the problem of the appearance
of versions and copies of products from other manufacturers that offer an identical product at a
different price, quality and packaging.

• Keywords: ambalaža; imidž; luksuz; luksuzni proizvodi; tržišna obilježja proizvoda
• Keywords (english): packaging; image; luxury; luxury products; market characteristics of products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:713742
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Embargoed access; Embargo expiration date: 2025-06-27
• Created on: 2024-06-27 09:04:28