브랜드패키지의 Graphic Design 요소가 소비자 구매동기에 미치는 영향 - 프리미엄 유기농 분유 제품 중심으로 -

Abstract

Due to the consumer’s advanced views and diversified products in the modern society, it is very difficult to be successful in the market by only its uniqueness or quality. Consumers tend to choose the product depending on the image of brand names that they are familiar with. They don’t get satisfied with its original attributes anymore. Now days, products are mainly being developed based on Consumer’s diversified desires. Consumers consider products that’s far more important on their health and safety. They are more likely to purchase products which based on the usefulness, not price and quality. New generation housewives’ spending power has gradually increased due to the recent increase on the entry of Women in public society. They may prefer breast milk more for their babies, however more young mothers tend to prefer premium powdered milk. Also premium or organic powdered milk products’ sale have gone up higher due to strong decrease on birth rates and above mentioned factors. Due to consumer’s recent change on purchasing characters, lot more domestic manufacturing companies have been distributing its premium, organic, and quality products to compete. On the other hand, baby product market has been impacted due to international companies’ strong marketing power and melanin crisis. Therefore, in order to increase competitiveness in this market, domestic manufacturer’s will need to market its brand names with better solution than international manufacturing companies. Due to the recent survey from women consumers, they prefer high quality, organic, and premium products. So in order to survive, it is must to gather their ideas on marketing the brand names, producing safer and higher quality products. The intention on this article is about analytical view on the specialty market feasibility by consumers based on surveys and researches.