Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/178978 
Year of Publication: 
2017
Citation: 
[Journal:] Economic and Environmental Studies (E&ES) [ISSN:] 2081-8319 [Volume:] 17 [Issue:] 2 [Publisher:] Opole University, Faculty of Economics [Place:] Opole [Year:] 2017 [Pages:] 399-413
Publisher: 
Opole University, Faculty of Economics, Opole
Abstract: 
Packaging is a significant marketing tool. It plays a vital role in product strategy, but also remains a tool for brand communication with a consumer. Effective packaging should encourage to buy the product, but whether consumers actually pay attention to them? The article presents the results of author's own research (ethnography) on young consumers (18-26 years) living in Lublin (Eastern Poland) completed in July 2016. In the study, the process of food products purchasing was followed and carried out in the usual manner by a participant (in a shop chosen by him/her) and then approximately a 40-minute interview about his/her shopping habits was conducted. The study showed a number of factors that limits the promotional function of a single unit product package. These include: shopping routine, some shopping habits, the specificity of commercial space in a store and an increase of consumer awareness.
Subjects: 
ethnography
purchase decision making process
young customers
unit package
JEL: 
M31
M37
D12
Persistent Identifier of the first edition: 
Document Type: 
Article

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