프리미엄 생수 패키지디자인에 대한 소비자 선호도 연구

Abstract

Package design is one way to delivery information about products and create purchasing need to consumers'. Package design conveys visually intense information and enhances the desire to purchase. Because of cultural development like well-being, premium product market has grown considering of products' function and design as well as the emotions of consumers. Consumers' attitude has also changed. They want to buy products those suit them well even at high price. Therefore, package design, brand image making, becomes very important because it tells us products' high grade and distinction. In case of the premium bottled water except for sparkling water, this study run under the assumption that affected by consumer preference on premium-water package design. The result was package design is an important factor in the brand's image, and consumers prefer a product that matches them. Thus, unique design for only premium products is significant for consumers to feel things attractive in a short time, and as a result buy them. Companies need to know when package color, material, and package style look good together, consumers could react positively and finally buy things as well as aware its' brand and prefer things. Therefore, creating a premium package would be essential to make consumers prefer products and purchase them.