Packaging is one of the main communication media that is gaining more and more importance in the market environment. In addition to conveying information, packaging today also has the power to capture the consumer's attention and it can enable differentiation and recognition between products. As many researchers have found, it also plays an extremely important role in the purchase of products. The packaging is the first thing that the consumer notices upon contact with the product, therefore it has the power to convince the consumer to buy the product or even dissuade him from buying it. In the context of consumption, more aesthetically appealing products are associated with higher purchase intention. Today, in addition to the functional value, consumers also demand the symbolic value of the product, which can be created by designing aesthetically pleasing packaging. Just as appearance confers an unconscious "beauty premium" on attractive people, the high aesthetic of packaging confers an unrecognized benefit on consumer goods. The thesis researched whether likeability of aesthetic packaging influences the consumer's purchase decision. The relationship between the mentioned variables was investigated on the basis of quantitative research, more precisely with a questionnaire filled out by 155 respondents. The performed data analysis confirmed the set hypothesis, which means that the more an individual likes the packaging, the greater is his willingness to choose. In addition to this, it is important to emphasize that the research is characterized by a small sample representativeness, therefore the data cannot be generalized to the entire population.
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