PACKAGE AS A MARKETING TOOL OF HONEY

Abstract

The package look is an integral part of products promotion. In the instance of honey the packaging is not only a marketing tool, but also a source of information. The purpose of this research was to determine the impact of packaging on the purchase of honey. The study group consisted of 224 randomly selected respondents living in Pomorskie region. Based on the study, it can be concluded that in their purchasing choice of honey respondents are guided mainly by economic considerations, but also take into account the appearance of the packaging and the information included on it. Respondents believe that change of the packaging image of honey can affect the increase of its purchases. However they still mostly choose honey with a standard container (glass jar) and simple label. In In their purchasing decision process respondents mainly pay attention to the presence of mark "Traditional Specialty Guaranteed".