브랜드 디자인이 신세대 주부의 조제분유 구매성향에 미치는 영향 : 프리미엄 조제분유를 중심으로

Abstract

In the contemporary society, cultural diversity is recognized and the technical power is developing rapidly. In this market environment goods cannot have competitive advantage with its quality or efficiency. The consumers are not satisfactory simply with only the physical function on of product but craving a sense of beauty in product Recent consumer select product not by their income but by the various life style. The diversification of products caused by the divers need of consumer. Consuming power the new generation housewives is augmented a lot with positive social advance of the women. They have a huge interest in the meeting or hobby activity and invest time for their own development. It is caused by with like these reasons that the new generation housewives prefer the powdered milk which is simple compared to the mother’s milk. Moreover prudent attitude is observed in purchasing77 procedure. They examine a quality, manufacture ingredient, manufacturer, and manufacture nation before purchasing the powdered milk In the environment of the delivery ratio decrease and women’s social advance mothers feed babys with high-class expensive brand powdered milk and the product selection criterion of them is being exchanged with upgrade tendency. Manufacturing industries ride in these demand competitively and grow the powdered milk market. Foreign powdered milk companies also participate in this market and the domestic powdered milk companies can be atrophied So far the foreign powdered milk occupies small portion of domestic market but the sale is increased gradually and consumers pay attention highly. To enhance the governing power of the domestic powdered milk the top priority task is that domestic company equip the competitive power of the home production brand image. From question investigation result the new generation housewives are prefer high c1ass products. High c1ass means not only quality power but also sens of beauty. To meet this consumer's need brand image must be recognized by symbol design and so on To promote brand image in the market. company must do effort to enhance the packages. the images and the expectation of consumers. Also to be purchased, to used the product or a service company must reflect a continuous communication with consumer and build a design strategy from the side of consumer.