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Moderating variables of consumer perception of packaging material (CROSBI ID 623926)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Drašković, Nikola ; Guszak Cerovečki, Irena Moderating variables of consumer perception of packaging material // Proceedings of 7th Annual Conference of the EuroMed Academy of Business. Kristiansand: EuroMed Press, 2014. str. 507-518

Podaci o odgovornosti

Drašković, Nikola ; Guszak Cerovečki, Irena

engleski

Moderating variables of consumer perception of packaging material

The main role of packaging is to contain and protect product, but packaging also plays an important marketing role. Packaging communicates various marketing messages to the consumer and replaces the sales person’s communicational effort in the retail context. However, marketing aspects of packaging attracted relatively limited attention among academic researchers. The aim of this study is to provide insight into the marketing role of packaging material, as one of packaging’s communicative dimensions. The focus of this study was on investigating moderating variables to the perceptual process. In order to provide an overview of the mechanism behind the consumer perception of packaging material, an empirical research was conducted by using a computer assisted telephone interview on a sample of soft drinks consumers. As an outcome of this study, a conceptual model of consumer perception of packaging was developed. As the model shows, there is a number of internal and external moderating variables which have an impact on the perception process. The model also confirmed the overall importance of packaging in the marketing perspective.

marketing role of packaging ; packaging material perception ; moderating variables ; soft drinks

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Podaci o prilogu

507-518.

2014.

objavljeno

Podaci o matičnoj publikaciji

Proceedings of 7th Annual Conference of the EuroMed Academy of Business

Kristiansand: EuroMed Press

978-9963-711-27-7

2547-8516

Podaci o skupu

7th Annual EuroMed Conference of the EuroMed Academy of Business

predavanje

18.09.2014-19.09.2014

Kristiansand, Norveška

Povezanost rada

Ekonomija