INFRAREDESIGN u ukupnom marketinškom mixu i izgradnji povjerenja potrošača podizanjem sigurnosti ambalaže

Olivera Međugorac, Jana Žiljak Vujić

Dizajnerska struka usko je vezana uz otkrića i razvoj tehnologije. Od svog prvog lansiranja unutar discipline marketinga izgradnja imidža marke ili branda pri obraćanju ciljnoj skupini potrošača postaje važna marketinška aktivnost. (Gardner i Levy; 1955) Od 80tih na ovamo često je ishodište istraživanja ponašanja krajnjih potrošača (Dobni i Zinkhan, 1990) poglavito u sferi doprinosa potrošačevoj odluci o odabiru i kupnji marke ili brenda kao i u sferi utjecaja na buduće kupovno ponašanje potrošača a time I na ukupnu vrijednost marke. Brojna istraživanja o razlozima kupnje falsificiranih proizvoda sugeriraju kako potrošači skloni kupnji lažiranim proizvodima traže pozitivna obilježja marke koji se dovode u vezu sa originalima (Bian, Moutinho, 2011; Wilcox i sur. 2009). Jednako tako, atraktivna cijena te slika koju kupci takve robe o sebi grade ključni su pokretači kupnje falsificiranih proizvoda.

INFRAREDESIGN in the overall marketing mix and in boosting consumer confidence by enhancing wrapping material security

Olivera Međugorac, Jana Žiljak Vujić

The designer's profession is closely connected with inventions and technology development. From the first launching within the marketing discipline, a brand's image boosting becomes an important marketing activity when addressing a targeted group of consumers (Gardner i Levy; 1955). From the 1980-ties onwards the frequent starting point for researching end user behavior (Dobni i Zinkhan, 1990) is mainly in the sphere of contributing to the consumer's decision on the choice and purchase of a brand as well as in the sphere of influencing the future consumers' purchasing behavior, and thereby the overall brand value. Various research work provides results about the reasons for purchasing counterfeited products and suggests that consumers inclined to buy false products search for a brand's positive characteristics that connect it with the original product (Bian, Moutinho, 2011; Wilcox and associates 2009). In the same way it is the attractive price and the image such consumers have of themselves that have the role of key initiators in purchasing counterfeit goods.