Znaczenie marketingowej roli opakowania

• Autorzy: Agnieszka Izabela Baruk

Warianty tytułu

The Packaging of Product as the Effect of the Prosumption Activity of Final Buyers

• Języki publikacji: PL

Abstrakty

W artykule przedstawiono zagadnienia związane z oczekiwaniami nabywców finalnych wobec cech i funkcji opakowania. Podkreślono rosnącą rolę tego atrybutu produktu, wskazując na podstawowe przyczyny tego zjawiska. Zwrócono uwagę na konieczność stosowania założeń marketingowej orientacji prosumpcyjnej, której odzwierciedleniem jest włączanie nabywców w przygotowanie opakowań produktów. Weryfikacji poddano hipotezę, iż nadrzędne znaczenie z punktu widzenia oczekiwań nabywców mają cechy związane ze spełnianiem wizerunkowej funkcji przez opakowanie produktu mleczarskiego. W oparciu o wyniki badań pierwotnych przeprowadzonych z zastosowaniem metody badania ankietowego, które poddano analizie czynnikowej można stwierdzić, że hipoteza ta nie jest prawdziwa. Respondenci oczekiwali od opakowań produktów mleczarskich przede wszystkim spełniania 4 funkcji: estetycznej, informacyjnej, wizerunkowej i ekologicznej. Funkcja wizerunkowa nie była jednak dla nich najważniejsza zajmując trzecie miejsce. Pierwsze miejsce zajęła funkcja estetyczna, za którą odpowiadają cechy, jakie relatywnie najłatwiej mogą kształtować sami nabywcy w ramach prosumpcyjnej współpracy z oferentem. (abstrakt oryginalny)

EN

In the article the problems related to final buyers' expectations towards functions of product packaging are presented. The implementation of marketing prosumption orientation is necessary. The hypothesis that the main role for final buyers plays image function of a packaging of a milk product has been formulated. On the base of the field researches it can be stated that this hypothesis isn't true. The results of the factor analysis used to the field data show that the respondents expect the following 4 functions: esthetic, information, image and ecological. The image function isn't the most important for respondents. The knowledge about it is very significant for offerers to prepare the packagings of milk products which can satisfy the growing expectations of final buyers. This knowledge allows to treat them as the prosuments too. (original abstract)

Słowa kluczowe

PL

Opakowania; Ocena opakowań; Marketing produktu; Zachowania konsumenta; Nabywca końcowy

EN

Packaging; Packaging assessment; Product marketing; Consumer behaviour; Final buyer

• Czasopismo: Problemy Jakości
• Rocznik: 2015
• Numer: nr 10
• Strony: 32--37

Twórcy

autor

Agnieszka Izabela Baruk

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Identyfikatory

DOI

10.15199/46.2015.10.6