Relevance of Packaging Design for Customers’ Decision-Making Process Cover Image

Znaczenie designu opakowania w procesie podejmowania decyzji zakupowych przez konsumentów
Relevance of Packaging Design for Customers’ Decision-Making Process

Author(s): Anna Dziadkiewicz
Subject(s): Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Pedagogicznego w Krakowie
Keywords: communication; design; generational diversity; generations management; new product development; packaging

Summary/Abstract: Polish packaging industry is rapidly evolving. Market development, lifestyle changes, and raising customers’ awareness, especially in the purchasing decision-making process, demand the continuing business development and searching for new developments for effective product exposure. With the growing competitiveness, the role of packaging design is growing on the market. Currently a product protection and information is not its main function, but communication, that supports a brand loyalty. The idea of the article is to give a picture that packaging design is important and undervalued at the same time. Firstly, theoretical considerations are presented, following by the questionnaire partially results, regarding to the packaging design influence on purchasing decision-making process among different generations. In order to achieve this, basic research question was made: do packaging and its attributes play the role in decision making process as well as during its using? Are they coincided for different generations? Additionally, the author attempted to obtain an objective view of the relevance of functionality, visual aspects, description on the packaging, as well as innovativeness and packaging changes for decision making process.

  • Issue Year: 15/2019
  • Issue No: 2
  • Page Range: 125-138
  • Page Count: 14
  • Language: Polish