Marketing Research of the Production of Souvenir Packages

• Main Authors: Іванна Іванівна Конюхова, Раїса Володимирівна Рибка
• Format: Article
• Language: English
• Published: Igor Sikorsky Kyiv Polytechnic Institute 2016-12-01
• Series: Технологія і техніка друкарства
• Subjects: сувенірне паковання; аналітичне та маркетингове дослідження; соціологічне опитування; кореляційна матриця; картон; анкета; респонденти
• Online Access: http://ttdruk.vpi.kpi.ua/article/view/99450
• ISSN: 2077-7264; 2414-9977

The article presents the results of analytical and market research of manufacturing process of souvenir cardboard packaging, identification of the needs and desires of consumers in packages decoration by the developed questionnaire and the conducted polls. The questionnaire consisted of 10 questions, each of which had four answers. Also important information for further statistical calculations was age, gender and employment of respondents. Total number of respondents — 135 people. In processing the results of various methods of mathematical and statistical processing of empirical data using the computer program STATISTICA. The methods of comparative analysis according to Student’s t-criterion, single-factor dispersion analysis (variation analysis and Sheffe test), correlation analysis (linear correlation according to Pearson), frequency tables at probability level p <0.05. According to the research results, the vast majority of respondents in the selection of packaging pay attention to the original packaging. There is a tendency to store the packaging that liked it. Also, most researchers consider that souvenir packaging affects the status of the one who gives. Regarding the color, the respondents were roughly divided into two groups: those, who choose the color of the package, if possible, and those, who believe, that the color is not general, but the gift is the main thing on packaging. However, the percentage of those, who chose the color of the package, based on the gift itself, is smaller compared to those, who chose the specific colors of the packages. The willingness of consumers to overpay for packaging is based on its essential features and quality. Thoughts about the fact, that high-quality packaging is a guarantee of a good product, are divided: one part believes, that it is true, while others do not affect one another. The familiarity with manufacturing companies is relatively low, but most people believe, that our domestic producer is competitive. The material for souvenir packaging was by the majority chosen cardboard.