ANALIZA FUNKCIJE EMBALAŽE ZA IZBRANE IZDELKE

Tratar, Florjan (avtor), Škerlič, Sebastjan (mentor)

Embalaža ima poleg svoje glavne naloge, da ščiti izdelek, pomembno funkcijo tudi kot trženjski, komunikacijski in estetski element, ki pomembno vpliva na odločitev potrošnika ob nakupu. Namen diplomske naloge je bil analizirati funkcije embalaže ter njen vpliv na zaznavanje izdelka in potrošnikovo nakupno vedenje. Poudarek je na analizi embalaže štirih izbranih izdelkov z različnih vidikov. Izbrani so naslednji izdelki: Coca-Cola (pločevinka), Nivea (plastika), Mulino Bianco piškoti (vrečka) in Actimel (pločevinka). V teoretičnem delu naloge je predstavljena embalaža na splošno, kjer so podani predpisi, razvoj embalaže, delitve, sestave in funkcije embalaže. Na kratko so opisane naslednje funkcije: zaščitne, informacijske, praktične, identifikacijske, transportne in funkcije, ki motivirajo k nakupu izdelka. Zatem sta podana vloga in vpliv embalaže s poudarkom na vlogi embalaže pri zaščiti izdelkov. V nadaljevanju je opisan vpliv embalaže na potrošnike, dejavniki, ki vplivajo pri odločitvah o nakupu, skozi katere faze gre odločitev nakupa ter kakšen vpliv ima embalaža pri nakupni odločitvi. Na koncu so podane še vloge pri trženju ter predstavljeni komunikacijski elementi embalaže pri trženju. V drugem delu naloge so analizirani štirje izbrani izdelki. Analiza je temeljila na embalaži z vidika nošenja proizvoda, zaščite proizvoda in ohranjanja njegove vrednosti, primernosti uporabe, identifikacije proizvoda in proizvajalca, informiranja o proizvodu, vidika motiviranja o nakupu ter vpliva na potrošnike in željo po nakupu. V zadnjem poglavju diplomske naloge so na podlagi analize za vsak izdelek posebej podani predlogi za izboljšave. Diplomska naloga potrjuje, da embalaža ne opravlja le funkcionalne, temveč tudi informacijsko in čustveno vlogo, ki je pri potrošniški izkušnji in trženju vse pomembnejša.

• Jezik: Slovenski jezik
• Ključne besede: embalaža, funkcije, potrošnik, trženje, zaščita izdelkov.
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: FPP - Fakulteta za pomorstvo in promet
• Leto izida: 2025
• PID: 20.500.12556/RUL-171310
• COBISS.SI-ID: 247389699
• Datum objave v RUL: 22.08.2025

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: ANALYSIS OF PACKAGING FUNCTIONS FOR SELECTED PRODUCTS

Izvleček

Packaging, in addition to its primary role of protecting the product, also serves an important function as a marketing, communication, and aesthetic element that significantly influences the consumer's purchasing decision. The purpose of this thesis was to analyze the functions of packaging and its impact on product perception and consumer buying behavior. I focused on analyzing the packaging of four selected products from various perspectives. The chosen products were: Coca-Cola (can), Nivea (plastic packaging), Mulino Bianco biscuits (bag), and Actimel (bottle). In the theoretical part of the thesis, I provided a general overview of packaging, addressing regulations, the development of packaging, its classification, composition, and functions. I briefly described the following functions: protective, informational, practical, identificational, transportation and functions that motivate purchase. I continued with the role and impact of packaging, focusing on its role in protecting products. Subsequently, I discussed the influence of packaging on consumers, defining who the consumers are, which factors influence their purchasing decisions, the stages of the decision-making process, and the impact packaging has on purchasing decisions. Finally, I addressed the role of packaging in marketing and presented the communication elements of packaging within marketing strategies. In the second part of the thesis, I analyzed the four selected products. The analysis focused on the packaging from the perspectives of product handling, product protection and value preservation, ease of use, product and manufacturer identification, product information, motivation for purchase, and the influence on consumers and their desire to buy through the analysis, I found that well-designed packaging greatly influences the perception of product quality, brand recognition, and consumer trust. Based on the analysis, I provided specific improvement suggestions for each product in the final chapter. The thesis confirms that packaging fulfills not only a functional role but also an informational and emotional role, which is becoming increasingly important in the consumer experience and marketing.

• Ključne besede: packaging, functions, consumer, marketing, product protection.