In today’s digitally supported consumer environment, QR codes are increasingly becoming a link between physical products and digital information. These digital extensions can significantly influence consumers’ perception of both the product and the brand. This master’s thesis explores which types of information, accessible via QR codes on food products, contribute to greater consumer trust, enhance brand reputation, and support the perception of corporate transparency.
The theoretical part outlines the development of QR codes, their role in product labelling, and their significance in the context of marketing and communication with users. The empirical part is based on a mixed-methods approach – a quantitative online survey conducted among Slovenian consumers, and a qualitative interview with a representative of a company that already uses QR codes. The analysis focuses on differences in how QR codes are perceived based on demographic factors (age, education, digital literacy), as well as on the distinction between informative and promotional QR code content.
The findings will contribute to a better understanding of how modern digital labels influence consumer trust in products and brands, and how producers can use QR codes to communicate more effectively with information-conscious consumers.
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