PLAIN PRODUCTS – A COMPREHENSIVE ANALYSIS OF CONSUMER PERCEPTIONS VS. BUSINESS IMPLICATIONS FOR COMPANIES

Sa？etak This scientific paper is focused on analysis of plain product concept, by taking in consideration relevant perspectives – a policy perspective, related to the measures and regulations regarding the plain packaging; consumer perspective - behavior, perceptions, associations and other prerequisites for building a consumer loyalty, in terms of branded vs. non branded products and planin packagings, and the companies perspective, through taking in consideration the implication for businesses caused by literal un-branding of these sensitive products. The plain product concept has a significant influence on consumer behavior, and the brand building and loyalty-strengthening processes. It refers to application of generic packaging for potentialy harmful products, as well as removal of brand elements, features and/or trademarks that would be attractive or appealing to consumers, due to institutional environment and policy regulations. Particular attention will be paid to analysis of actual application of this concept in practice