Influence of different packaging attributes on customers’ perception of the products in the Czech Republic

The current thesis aimed to investigate the influence of different visual and informative packaging elements on customers’ perception, evaluation, and a further selection of the product in the Czech Republic. The qualitative approach to the research was utilized and the in-depth interviews with customers of Czech nationality were conducted in order to explore the perceptual tendencies within one culture. Results of the research showed that packaging affects customers’ perception of the product. Graphical elements such as colors and images were shown to catch customers’ attention and influence the perception of a product’s quality. Brand name, materials, and labelling information were found to influence the final purchase decision of Czech customers the most. Overall, the results showed that the informative part of the packaging is probably more important for Czech customers than visual since the purchase decision is made after labelling information is reviewed. However, visual appeal and materials recyclability are still important aspects since they determine the attraction and first impression of the product. Findings of the current research confirm the significance of packaging as a marketing tool and basis for product evaluation. Based on the findings, recommendations for the development of efficient packaging design are provided.