Vliv obalu na rozhodování spotřebitele na trhu sprchových gelů

Abstract

This bachelor thesis examines the influence of packaging on consumer decision making when purchasing shower gels. The aim of this thesis is to analyse the extent to which consumers consider aesthetic, functional and environmental aspects of packaging when making their choice and how their preferences vary according to demographic characteristics. The research part is based on a quantitative survey in which 102 respondents participated. The results show that although packaging is not perceived by respondents as a major decision criterion, its visual and practical characteristics play an important role in other stages of the decision-making process. Aesthetic elements of packaging contribute to shaping expectations of scent, creating consistency with consumer style and motivating them to try a new product. The findings can serve producers and marketers in designing effective packaging solutions that take into account the needs and preferences of different target groups.