Folk Motifs as a New trend in Foods and Beverages Packaging Design

Jarossová Malgorzata A. () and Gordanová Jana ()
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Jarossová Malgorzata A.: University of Economics in Bratislava, Faculty of Commerce, Department of Commodity Science and Product Quality, Dolnozemska c.1, 852 35Bratislava, Slovak Republic
Gordanová Jana: student, University of Economics in Bratislava, Faculty of Commerce, Dolnozemská cesta 1, 852 35 Bratislava, Slovak Republic

Studia Commercialia Bratislavensia, 2019, vol. 12, issue 41, 34-47

Abstract: As the number of self-service stores grows, the sales process is also changing, and the salesperson’s ability to influence the customer during his purchase is lost. This function is taken over by the packaging of goods whose task is to sell itself. The aim of the article is to present and characterize examples of selected Slovak food and beverages packaging, on which manufacturers have introduced Slovak folk motifs and specify what factor influenced manufactures to use it. This article is divided into two parts. In the first part, we present examples of folk motifs on the packaging of selected Slovak food products and alcoholic beverages. In the second part of this article, we presented the results of a structured interview with 4 managers which introduced on the Slovak market food and beverages packaging with folk motifs. The reason of application of folk motifs on packaging was that employees from this these companies are associated with folklore, patriotism and traditions. They honour the traditions of Slovak ancestors and Slovak country and are glad that the time has come when culture and traditions are preferred and supported. Companies sell Slovak products and therefore Slovak folk motifs are listed on packages their products.

Keywords: Folklore design; food packaging; beverage packaging; innovation; Slovak (search for similar items in EconPapers)
JEL-codes: L66 Q10 Q19 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:stcomb:v:12:y:2019:i:41:p:34-47:n:3

DOI: 10.2478/stcb-2019-0004

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