Pregled bibliografske jedinice broj: 762438
Communicative Dimensions of Packaging and Consumer Perception
Communicative Dimensions of Packaging and Consumer Perception // International Consumer Behaviour: A Mosaic of Eclective Perspectives – Handbook on International Consumer Behaviour / Kaufmann, Hans Rudiger (ur.)., 2011. str. 175-190
CROSBI ID: 762438 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Communicative Dimensions of Packaging and Consumer Perception
Autori
Drašković, Nikola ; Temperley, John ; Vignali, Claudio
Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni
Knjiga
International Consumer Behaviour: A Mosaic of Eclective Perspectives – Handbook on International Consumer Behaviour
Urednik/ci
Kaufmann, Hans Rudiger
Izdavač
Accent Press
Godina
2011
Raspon stranica
175-190
ISBN
978-0-9562471-3-1
Ključne riječi
packaging, marketing role of packaging, communicative dimensions of packaging
Sažetak
Consumer packaging is a medium between producer and consumer. Within marketing literature packaging is usually considered a part of the product strategy or a product related category within the traditional 4Ps. Due to changes within marketing communications’ budgets, increased product buying decisions at the point of purchase and management recognition of the volume of packaging as an element of differentiation, packaging is becoming an increasingly important factor from the marketing perspective. Packaging communicates various marketing messages via its communicative dimensions which consist of the following elements: packaging shape, packaging size, packaging colour, packaging material, carried information, graphic applications (e.g. brand logo, fonts, pictorials, etc.).
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
