Vliv obalového designu balených vod na rozhodování spotřebitele

Abstract

The aim of this thesis is analysis impact of bottled water packaging design on consumer decision. The partial aim is to determine a value of product through packaging and consumer preferences of packaging design. Part of this work is evaluation of the design packaging bottled waters of various brands on the Czech Market. In the theoretical part, the author deals mainly definitions, functions and attributes of packaging, packaging materials, packaging as a marketing tool, testing, packaging design, innovation and consumer behavior. The work also describes characteristics of market with bottled water, that deals with consumption of bottled water, packaging materials, packaging design and current trends.The practical part describes the methodology of data collection, focus group and detailed analysis of the impact of packaging design on consumer decision.