The present diploma thesis deals with impact of packaging and labelling on purchase decision of juices by generation Y. The aim of the thesis is to identify the influence of juice packaging and propose recommendations for producers of these beverages. Quantitative research in the form of a questionnaire survey (n = 384) is used to achieve this goal, as well as qualitative research (n = 38), combining eye-tracking technology with in-depth interview and blind test. The emphasis is mainly placed on identification of the main attributes and motives, affecting consumer buying behaviour of juices, together with revealing the influence of colours and graphic elements on consumer decision-making. The relevance of the material and shape of the packaging in relation to the consumers' purchase intention of the generation Y is also researched. In the light of the findings, recommendations for producers of fruit juice are suggested at the end of the thesis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:429851 |
| Date | January 2020 |
| Creators | Nemergut, Ján |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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