Přehled o publikaci
2022
The marketing potential of personalisation of shipping packaging
VOLFOVÁ, Hana, Jana PECHOVÁ and Eliška SVOBODOVÁBasic information
Original name
The marketing potential of personalisation of shipping packaging
Authors
VOLFOVÁ, Hana, Jana PECHOVÁ and Eliška SVOBODOVÁ
Edition
Marketing Science & Inspirations, Bratislava, Slovenská republika, Universita Komenského v Bratislave, Fakulta managementu, 2022, 1338-7944
Other information
Language
English
Type of outcome
Article in a journal
Field of Study
50200 5.2 Economics and Business
Country of publisher
Slovakia
Confidentiality degree
is not subject to a state or trade secret
References:
Organization
Škoda Auto Vysoká Škola o.p.s. – Repository
Keywords in English
promotion; packaging; design; consumer; marketing; brand; management
Tags
International impact, Reviewed
Changed: 21/9/2024 20:26, Barbora Dobrá
Abstract
V originále
The goal of the paper is to find out consumers' attitudes towards the marketing usage of shipping packaging. With the growing importance of e-commerce, retailers are looking for new ways to engage consumers. While the marketing importance of consumer packaging has long been known and described, the design and function of shipping packaging also needs to be explored. Qualitative research (combination of experiment and interview) was conducted to examine differences in the personalization of shipping packaging according to different age cohorts and also to find critical attributes of shipping packages for the consumers. The research demonstrated the real potential of personalisation. Because of this, it is possible to observe changes in consumer behaviour leading, among other things, to greater consumer satisfaction, a tendency to repeat purchases or a willingness to pay extra for personalised packaging.
