반려동물 사료 구매 증대를 위한 효율적 패키지디자인 방향성 연구

Abstract

As the number of households with companion animal grows, pet food markets are also growing. However, according to the consumption rate of pet food, preference of purchasing foreign brand product is higher than domestic one. By reason of this, the purpose is to suggest effective package design direction and to enhance domestic brand competitiveness. Refer to the previous research and the literature survey, concepts about companion animal and customer’s purchasing behavior were summarized. Dog food packages were compared and analyzed through market research, and pros and cons were derived. In addition, opinions about the pet food package were collected by survey. This study suggests positive direction which effects on dog owner’s purchase decision. As the result of this study, owners emphasize nutrition and safety when they purchase and most domestic products focus on using organic ingredients graphic. Zippered bag or small portion packing is used. On the other hand, overseas package showed features that make them easy to express purchase characteristics. The results of the survey showed the carton pack type has a high likelihood, which is convenient of storage and use. This study suggests a package design that has a positive effect on buyer’s purchasing behavior, and presents a suitable container and graphic direction. It is expected domestic brand will increase market competitiveness.