PERCEPCIJA AMBALAŽE PROIZVODA I NJEN UTICAJ NA IZBOR POTROŠAČA U SRBIJI I CRNOJ GORI
PERCEPTION OF PRODUCT PACKAGING AND ITS IMPACT ON CONSUMER CHOICE IN SERBIA AND MONTENEGRO

Summary/Abstract: Product packaging plays an important role in communication with consumers, influencing their perception of product quality. The conducted research belongs to the field of social sciences, specifically marketing. The aim of this study is to determine the impact of product packaging on consumer behavior, i.e., its influence on the final purchasing decision in Serbia and Montenegro. The data collection method used in this research was a questionnaire. The data were processed using statistical software for social sciences. The sample used in this study was random, consisting of N = 202 respondents. Among them, 56.7% were from Serbia and 44.3% from Montenegro, while the sample was gender-balanced (48.8% male and 51.2% female) and educationally diverse. Statistical analysis showed that gender, country of origin, level of education, and age of respondents do not significantly affect the perception of the importance of packaging in the purchasing decision, suggesting that packaging has universal importance for consumers in both countries.The results indicate that product packaging plays a significant role in product selection and attracts consumers’ attention. Packaging material is important to consumers when choosing a product. The image of the product displayed on the packaging also attracts consumers’ attention and influences the final purchasing decision. An innovative packaging design is a significant factor in the decision-making process.The findings of this research contribute to a deeper understanding of consumer behavior and provide practical guidelines for marketing professionals. In addition to practical implications, the research has methodological significance. The conducted study is important for future research, as it highlights relevant packaging dimensions that should be further investigated. The research also has theoretical implications, as it enhances existing literature on the influence of product packaging on consumer behavior, confirming the importance of packaging in marketing.

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