PAKUOTĖS ĮTAKA VARTOTOJŲ APSISPRENDIMUI PIRKTI
PACKAGE IMPACT ON CONSUMER’S PURCHASING DECISION
Published by: Lietuvos verslo kolegija
Keywords: Packaging; good; packing element; brand.
Summary/Abstract: This paper analyzes the theoretical aspects of the packaging concepts, packaging elements classification, packaging functions performed respondents 'opinions about the packaging influence consumers' decision to buy the data analysis. Analyzing the package definitions, accepting different opinions, but all the authors are inclined to interpret the definition of packaging, highlighting the main functions of packaging (product protection, storage and transportation) with the most important - the communication link between the buyer and the seller, a function that helps to easily identify the brand and communicating the manufacturer outgoing marketing message, and often pack interpreted according to its elements - that is, visual (that reflect the information which affects consumers 'emotions) and informational (affecting consumers' cognitive development orientation).
- Issue Year: 24/2014
- Issue No: 1
- Page Range: 19-26
- Page Count: 8
- Language: Lithuanian