Naslov
Moderating variables of consumer perception of packaging material

Autori
Drašković, Nikola ; Guszak Cerovečki, Irena

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of 7th Annual Conference of the EuroMed Academy of Business / - Kristiansand : EuroMed Press, 2014, 507-518

ISBN
978-9963-711-27-7

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

Mjesto i datum
Kristiansand, Norveška, 18.09.2014. - 19.09.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA