Embalagem promocional: estudo sobre os aspectos que atraem o consumidor

Abstract

For a long time the packings have only the functions of protection and transportation of the product. With appearance of new technologies was possible to develop new attributes and associate them with their functions. With this, were attributed new important variables with marketing objectives. The whole project that involves the packing's development is related with the consumer's relations and product. The packing's aesthetic aspects like shape, color, illustration and raw material are strategically projected to seduce, inform and sell the product to the consumer. Seeking specifically this group of aesthetics variables like focus of the work, it was tried to analyze the influence of these elements on the consumer's behavior and associate them with their consumption choices. It was used a qualitative research with the intention of enrich the study with informations that could confirm the affirmations made to the aesthetics variables studied. It was verified that the aesthetics aspects, visually attracts the consumer making with their consumption choices react to the incentives that these variables make on their decisions.