민속주 용기의 소비자 감성에 관한 연구

Abstract

The world is forming a huge market under WTO while any trade barrier between countries is collapsing. Our country is also seeking for various plans to strengthen the competitiveness of products under such circumstances as shifting to the global market. Accordingly, unique designs with personalities to stimulate the willingness of purchase for consumers in addition to the strong brand are considered best in securing the international competitiveness between products with high quality in the advanced countries and those with a range of low prices in the developing countries. Accordingly, the brand strategy can be said to become one of the most important strategies in the marketing strategies for products. This study aims at suggesting directions to seek for creative characteristics using the nature of Korean shape in developing designs for containers to keep our folk wine which has been handed down for hundreds of years under circumstances that we are carrying out the Korean brand projects through our traditional culture contents in order to increase the value of national brand through the traditional culture. First of all, the emotional analysis of consumers was carried out to identify the nature of Korean shape and the results from the empirical analysis showed four elements occupied 63% of the total consumer's emotion through the factor analysis. In addition, the results from the cluster analysis could be classified into four groups, which resulted in analytical outcomes with design directions to be pursued for containers with the nature of Korean shape for folk wine from samples which emphasize unique personalities and dignity, strengthen the beauty of Korean traditional curve, and highlight functions in the designing elements necessary for the development of folk wine with the characteristics of shape along with our cultural sentiments while enhancing the brand value based on such results.