펫(Pet) 사료 패키지디자인 유형에 따른 구매의도

Abstract

Pet Humanization has become a common term in the pet industry. As this concept is applied to the pet food industry, pet food is considered same as human food and being made with high quality. This study attempted to understand what types of pet food package designs are divided into, and to identify which package designs consumers want to purchase. Through case analysis, the pet food package design was classified into a dog image emphasis type, ingredient image emphasis type, sympathetic image emphasis type, and landscape image emphasis type. Four pet food images produced according to classification were used in the questionnaire. To verify the hypothesis, a survey was conducted and the sample was statistically processed. As a result of the survey, the purchase intention of the ingredient image emphasis type was the highest, without statistically significant differences according to demographic factors such as gender and age. In summary, the package design of pet food affects the purchase intention, and the caregivers who think of their dog as their families prioritize the nutrition and preferences of the pet food. Therefore, in order to compete with imported pet food brands, a design development strategy that applies a package design emphasizing the ingredient image that makes product reliable and satisfies visually is required.