Iepakojums un tā ietekme uz pircēju rīcību.
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Latvijas Universitāte
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lav
Abstract
Bakalaura darba mērķis ir pamatojoties uz iepakojuma ietekmes teoriju un pircēja rīcību teorijas analīzi un kvalitatīvo un kvantitatīvo metožu pētījumiem, noskaidrot produkta iepakojuma nozīmi pircēju izvēlē, atklāt nepilnības un sniegt priekšlikumus. Darbs sastāv no trim nodaļām. Pirmajā nodaļā tiek aprakstīti iepakojuma teorētiskais raksturojums - iepakojuma funkcijas, dizaina elementi un ietekmes raksturojumi. Otrā nodaļa ietver pircēju rīcības analīzi un tiek aprakstīts izvēles veikšanas modelis un faktori, kas to ietekmē. Trešajā nodaļa tiek aprakstīti anketas un fokusgrupas iegūtie rezultāti. Darbs sastāv no 69 lapas 32 attēliem, 6 tabulām, 9 pielikumiem. Rezultāti norāda kā pircēji uztver produktu iepakojumu un kā tas ietekmē pircēju rīcību vai iegādāties, vai neiegādāties produktu
Bachelors thesis goal is to find out the product packaging meaning in buyer choose, detect gaps and make proposals by analysing packaging influence theory and buyer action theory and using qualitative and quantitative method research. Thesis consist of three chapters. In the first chapter is described packaging theoretic characteristics – packaging functions, design elements and impacts characteristics. Second chapter consists of buyer action analysis, there is described choose making model and factors which influence it. In the third chapter there is described questionnaires and focus groups results. Thesis consists of 69 pages, 32 pictures, 6 tables, 9 attachments. Results show how buyer perceive product packaging and how it influences buyer action to buy or not to buy a product.
Bachelors thesis goal is to find out the product packaging meaning in buyer choose, detect gaps and make proposals by analysing packaging influence theory and buyer action theory and using qualitative and quantitative method research. Thesis consist of three chapters. In the first chapter is described packaging theoretic characteristics – packaging functions, design elements and impacts characteristics. Second chapter consists of buyer action analysis, there is described choose making model and factors which influence it. In the third chapter there is described questionnaires and focus groups results. Thesis consists of 69 pages, 32 pictures, 6 tables, 9 attachments. Results show how buyer perceive product packaging and how it influences buyer action to buy or not to buy a product.