편의점 PB상품 패키지디자인의 구성요소가 소비자태도 및 구매에 미치는 영향 연구

Abstract

We can look easily that convenience stores of the different brands are located within the same commercial. The domestic convenience store market is keeping the strong growth of the annual average 17% in spite of the depression of the other off-line distributors for recent 5 years. This growth has been due to changing market conditions caused by near and small purchases-consumption culture followed social changes such as population aging, decreasing the number of family members. In the fierce competition between distributors, convenience stores are continuing to keep qualitative growth by expanding the weight of PB products and services to get the higher profit and differentiation. Therefore, this study analyzes the perceptions and reactions of consumers about the package design elements of the PB snack products in convenience stores. For this study, 4 representative CVS brands were selected. For the first step of this study, it was conducted to survey the theoretical background about package design, consumer attitudes and purchase intention through literature research. As a second, analysis of package design elements about the snacks of PB products in convenience stores were conducted. Thirdly with the questionnaire, demographical investigation was performed and consumer attitudes and purchase intention were investigated. Lastly, SPSS was used for analysis the data. The results of this study are summarized as follows. First, some of the components of the package design gives a plus(+) effect on consumer’s attitude. Second, consumer’s attitude gives a plus(+) effect on purchase intention. As a result, it is needed efforts to rightly choose and combinate the visual elements of the package design, which met consumer’s attitude and purchase intention for the effective marketing.