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dc.contributor.author
Koiou, Antigoni
en
dc.date.accessioned
2021-09-09T11:59:20Z
dc.date.available
2021-09-09T11:59:20Z
dc.date.issued
2021-09-09
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29799
dc.rights
Default License
dc.subject
Packaging
en
dc.subject
Marketing tool
en
dc.subject
Packaging design
en
dc.subject
Consumer decision
en
dc.title
The function of Packaging as a Marketing Tool
en
heal.type
masterThesis
en_US
heal.secondaryTitle
Packaging Design and its imoact on consumer decision
en
heal.dateAvailable
2021-05-29
heal.language
el
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Science and Technology, MSc in Strategic Product Design
en_US
heal.publicationDate
2021-05-29
heal.abstract
The current presentation was written as part of MSc in Strategic Product Design at the International Hellenic University. The aim of the dissertation proposed is to examine the critical function of packaging as a marketing tool. Provided that many studies have been previously carried out on the topic, this study comes to gather and to conclude to the most important of them, with mainly concentrating to those previous researches that investigate the impact of packaging on consumer decision. On account of this, the following research is based on primary and secondary data. The first one rose from a questionnaire distributed to Greek customers or potential customers regarding the moment of purchasing at a grocery market, while the second one concluded results from books, scientific journals or any other previous academic literature review related to the topic. By this way, this study aims to take a closer look to all that strategies of packaging design and also all that elements and factors that make it so attractive , so that it could influence by far customers’ product choices. The possibility for more improvement of the researched topic is also left open regarding its global positioning and especially in the context of the last year that more and more products were introduced in the market.
en
heal.advisorName
Drakaki, Maria
en
heal.committeeMemberName
Drakaki, Maria
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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