Barwa opakowania jako element kształtujący atrakcyjność rynkową herbaty
Colour of the Packaging as an Element Shaping the Market Attractiveness of Tea

Summary/Abstract: The aim of the article is to assess the attractiveness of selected teas in the field of evaluation of packaging colour and information. The research involved the package of tea of three brands available on the Trójmiasto [Tri-City] market. The criterion for the selection of teas was their popularity in individual price segments. Own brand of tea, a tea perceived by consumers as popular, from the average price range and a tea segmented on the premium market were used. All analyzed samples of tea were the most popular in their price category. A group of one hundred consumers was asked to define associations related to the colour scheme of packaging in terms of aesthetics, attractiveness, accuracy of the selection of the colour system and the message defined by the producers. The obtained results were related to the impressions and emotions that the colours of the assessed tea packages evoke. The tea packaging of the premium brand was rated the highest, and the packaging of the own brand producer was rated the lowest. A relationship between the results of the overall assessment and the price and indirectly the quality of the product was found.

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