The Role of Packaging and Its Key Elements for Seasonal Products of the Category MPI (the Means of Protection against Insects) – Evidence from the Brand "Mosquitall"

Master thesis is devoted to the study of the packaging and the specification of its key elements in the category MPI (the means of protection against insect). Competition in FMCG market is increasing every year thus is why it takes a lot of effort to stand out and draw attention to the product. One of the obvious ways of differentiation is packaging. However, in each category of goods there may be specific features including category MPI. The peculiarity of the category MPI is that most of the goods belong to seasonal products, which a purchased once or twice per season solely for practical reasons. Therefore, this brings up to the questions: Is packaging important in this category? Are there any packaging elements that can have a strong impact on the perception of the consumer? The study consists of two stages. At the first stage, using the content analysis and the results of focus group, key elements of packaging were formed. At the second stage, a formalized survey was conducted. Based on the data collected during survey there were analyzed the relationship between the abstract packaging and its elements and six different variants of packaging, focusing on Mosquitall brand. Based on the results of the study, there were formulated recommendations on packaging for companies that develop seasonal goods of the category MPI.