Vybrané prvky obalu a jejich vliv na rozhodování spotřebitele

This master's thesis examines selected packaging elements and their impact on consumer decision-making, with a specific focus on the thematic design of cleaning product labels. The aim of the thesis is to determine how Christmas and winter-themed packaging variants may influence consumer purchasing behaviour in the cleaning product segment, what emotional and aesthetic impressions they evoke, and whether they can affect the perception of the product as a gift. The theoretical part addresses consumer behaviour, the customer decision-making process, the role of packaging and its individual elements, and green marketing. The practical part comprises original market research conducted through field investigations in drugstores, an online analysis of the Czech and international markets, interviews with store personnel, and email communication with selected retail chains and the American brand Mrs. Meyer's. Based on the findings, the author designed four original labels for a toilet cleaner by the Czech brand Tierra Verde, which were subsequently tested through a questionnaire survey (N = 190) and twelve in-depth interviews. The results provide cleaning product manufacturers with recommendations for more effective product communication and for developing marketing strategies that reflect not only the functional but also the emotional dimension of consumer decision-making.