The purpose of this thesis was to find an answer to the question: “How do packaging labels and certifications influence consumers’ purchasing behavior?” This question was posed by INCOM d.o.o., the producer of the Leone brand, which is considered one of the better-known ice cream brands in Slovenia.
At INCOM d.o.o., the company produces products that, in many cases, meet the criteria for inclusion of certain labels and certifications on the packaging. However, the question arose as to whether adding these symbols would actually affect sales, and if so, in what way.
The research was therefore conducted in close collaboration with the company. To ensure that the study was as comprehensive as possible, the thesis first included a review of relevant literature. Special emphasis was placed on understanding consumer behavior, the role of packaging in the purchasing environment, the types of packaging labels and certifications, and the research methods used in the experimental part of the thesis: conjoint analysis and electroencephalography measurement.
We chose to use two research methods to provide the company with the most reliable results possible. Using conjoint analysis, a statistical method based on a survey approach, we examined the impact of individual product attributes on a person’s final purchasing decision.
With electroencephalography, a neuroscientific method that measures the brain’s electrical activity via electrodes placed on the scalp, we investigated participants’ subconscious responses to various stimuli.
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