Packaging as a Marketing Tool: an Explorative Research in the Grappa Market.

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dc.contributor.advisor Favero, Giovanni it_IT Maragno, Francesca <1996> it_IT 2020-10-09 it_IT 2021-02-02T10:00:06Z 2020-10-27 it_IT
dc.description.abstract This thesis aims to analyse in depth the role of packaging as a marketing and communication tool. In the current literature on the subject of packaging it is possible to discover its different functions and see that each different market presents its own specific declinations of the concept. For this reason, both the determinants of consumer choices and producers' strategies are influenced by packaging decisions. The dissertation investigates the role of packaging in various sectors, with a main focus in that of Grappa, where the importance of this factor for consumer behaviour is central. The aim is to develop a theoretical model of the communication process that will be applied to empirical research. To achieve this goal, the work will be conducted in two ways: - in-depth interviews with a Grappa producer, Distilleria Borgo Vecchio, to analyse how they encode a message through the packaging of their products; - an exploratory questionnaire to investigate how consumers decode the message of a package. it_IT
dc.language.iso en it_IT
dc.publisher Università Ca' Foscari Venezia it_IT
dc.rights © Francesca Maragno, 2020 it_IT
dc.title Packaging as a Marketing Tool: an Explorative Research in the Grappa Market. it_IT
dc.title.alternative Packaging as a Marketing Tool. An Explorative Research in the Grappa Market it_IT
dc.type Master's Degree Thesis it_IT Management it_IT Laurea magistrale it_IT Dipartimento di Management it_IT
dc.description.academicyear 2019-2020_Sessione autunnale it_IT
dc.rights.accessrights closedAccess it_IT
dc.thesis.matricno 856534 it_IT
dc.subject.miur SECS-P/12 STORIA ECONOMICA it_IT
dc.description.note it_IT it_IT it_IT 10000-01-01
dc.provenance.upload Francesca Maragno (, 2020-10-09 it_IT
dc.provenance.plagiarycheck Giovanni Favero (, 2020-10-19 it_IT

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