Analýza obalu na trhu mléčných výrobků

Abstract

This thesis deals with innovative packaging product Valašská Kyška, produced Mlékarna Valašské Meziříčí. The aim of this study is to determine consumer's attitudes to the new and old packaging Valašská Kyška and compare these attitudes with opinions on the implementation of a competitive product packaging Kyška Kunin. Furthermore, this work deals with the perception of the main characteristics and attributes of fermented milk products packaging, affecting customers in their purchase and find out their requirements on the packaging of the product. To determine consumer attitudes towards packaging of fermented dairy products and evaluation of packaging Valašská Kyška and Kyška Kunin was used personal interviews. The research results formed the basis for suggestions and recommendations on improving knowledge of Valašská Kyška new packaging, and packaging innovation is a change involving the closure, the volume and the material of packaging, which may contribute to increased consumer interest.