Znaczenie warstw opakowania jednostkowego dla konsumentów na rynku FMCG
The Importance of Packaging Layers for Consumers on the FMCG Market

Summary/Abstract: Objective of the article: Exploring the meaning and perception of packaging by consumers about different consumer attitudes. Type of research methodology used: results of research, carried out in April 2015 with the use of focus Group interviews (FGI) on the importance of packaging in purchasing processes consumers. Three groups of young consumers took part in the study (18-35 years) from Lubelskie Voivodeship, showing concentration on other aspects packaging (packaging look, functionality and product information). Main results of the study: intensification of a given shopping post (hedonista, smart Shopper, ekokonsument) is related to the category of expectations that consumers they are relative to packaging, but the functional aspect is the most important for all 3 groups. Practical implications: in the case of packaging design should be with such Take care to design functional aspects and layers information on the wide-ranging design of the packaging that the companies are currently devoting most attention. Social implications: knowledge about consumer needs for packaging of the product can help them meet and thus improve packages to better serve their functions. Category of article: research.

• Details
• Contents