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undergraduate thesis
Utjecaj pakiranja proizvoda u marketinškoj komunikaciji
2023. urn:nbn:hr:137:694611
Butković, Andrea
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Butković, A. (2023). Utjecaj pakiranja proizvoda u marketinškoj komunikaciji (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:694611

Butković, Andrea. "Utjecaj pakiranja proizvoda u marketinškoj komunikaciji." Undergraduate thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:694611

Butković, Andrea. "Utjecaj pakiranja proizvoda u marketinškoj komunikaciji." Undergraduate thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:694611

Butković, A. (2023). 'Utjecaj pakiranja proizvoda u marketinškoj komunikaciji', Undergraduate thesis, University of Pula, accessed 12 May 2024, https://urn.nsk.hr/urn:nbn:hr:137:694611

Butković A. Utjecaj pakiranja proizvoda u marketinškoj komunikaciji [Undergraduate thesis]. Pula: University of Pula; 2023 [cited 2024 May 12] Available at: https://urn.nsk.hr/urn:nbn:hr:137:694611

A. Butković, "Utjecaj pakiranja proizvoda u marketinškoj komunikaciji", Undergraduate thesis, University of Pula, Pula, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:137:694611

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Metadata
TitleUtjecaj pakiranja proizvoda u marketinškoj komunikaciji
Title (english)The impact of product packaging in marketing communication
AuthorAndrea Butković
MentorErik Ružić (mentor)
Committee memberDragan Benazić (predsjednik povjerenstva)
Committee memberErik Ružić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2023-09-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog rada je utjecaj pakiranja proizvoda u marketinškoj komunikaciji u industriji maslinovog ulja. U radu su se prije svega objasnili ključni pojmovi, a sve s ciljem kako bi se kvalitetno mogla provesti anketa u kojoj se istraživao utjecaj pakiranja proizvoda u marketinškoj komunikaciji u industriji maslinovog ulja. Glavni cilj istraživanja bio je ispitati percepciju potrošača prikazom različitih dizajna proizvoda. Kako bi ih istražili, odabrane su različite ambalaže industrije maslinovog ulja, konkretno od proizvođača maslinovog ulja u Istri i to Turinele, Brista i Latinija. Istraživanjem se dokazao utjecaj pakiranja proizvoda na percepciju potrošača u marketinškoj komunikaciji. U industriji maslinovog ulja potrošači traže jednostavnije, modernije dizajne pakiranja, kvadratnih oblika boca, sa istaknutim nužnim informacijama kao što su proizvođač, litraža i rok trajanja.
Abstract (english)
The subject of this paper is the impact of product packaging in marketing communication in the olive oil industry. In the paper, firstly it was explained the key concepts, and all with the aim of being able to do qualitative research in which the impact of product packaging in marketing communication in the olive oil industry was investigated. The main goal of the research was to examine consumer perception by displaying different product designs. To examine product packaging, different packaging from olive oil industry in Istria were selected, and that were Turinela, Brist and Latini. The research proved the impact of product packaging on consumer perception in marketing communication. In the olive oil industry consumers are looking for simpler, more modern packaging designs, square shaped bottles with highlighted necessary information such as manufacturer, volume and date of expiration.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:694611
Study programmeTitle: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-09-11 18:26:51