밀키트 구매 증대를 위한 효율적 패키지디자인 방향성에 관한 연구

Abstract

Along with human culture, food culture has accompanied the change and speed of life. In particular, the increase in single-person households and the continued Corona(COVID-19) have brought about a big change in eating habits. Purchases of Meal Kits, which contain all ingredients in one package, are rapidly increasing. Accordingly, the time has come when it is necessary for meal kit companies to enhance their competitiveness through package design changes and brand management in order to differentiate themselves from competitors. Therefore, it was attempted to identify the characteristics of domestic representative meal kit brands, analyze the package design for each brand, and find a desirable direction through consumer surveys. As a result of the study, most domestic milk kit brands were containers with a transparent lid that showed the contents. The paper on which the cooking information was printed was inserted into the container in the form of a belt, and the size and shape of the belt were different for each brand. In terms of color, a color that stands out from the food photo was used rather than the use of the brand color for the sizzle of food. As a result of the survey, consumers considered price, including taste, freshness of ingredients, and simplicity of cooking, to be important when purchasing a meal kit. Among the package designs by brand, the recognition was highest, and E-Mart's Peacook showed the highest attribute value. Also, it was found that the sense of sizzle and freshness, which had an effect on the purchase increase, was not significantly related to the area where the raw materials of food were visible.