컬러의 인식 변화가 커피 브랜드 소비자 구매 의도에 미치는 영향 연구 - 한국과 중국 커피 브랜드 사례 중심으로 -

Abstract

Background As the times and cultural environment change, consumers' cognition of color is changing quickly. Color has now become a new added value to the product. If the consumer visually accepts the visual image of the improved product, a new product image is created. Therefore, it is important to improve the visual image of the product by leveraging changes in consumer cognition of color. Methods This study focuses on the packaging colors of various coffee brands in China and South Korea to examine how changes in color cognition affect consumers' intention to purchase and propose effective color marketing strategies. In this study, we conducted a theoretical study and case study on how changes in color cognition affect consumers' purchasing intentions. Result As can be seen from the experience of theory and examples, changes in color cognition affect consumers' consumption preferences, purchasing behavior, and purchasing behavior. Conclusion Studies have shown that consumers are affected when they buy coffee brand products. Therefore, it is necessary to fully understand the color of the coffee brand, combine it with the characteristics of the coffee brand product or market, and take full advantage of the changing cognition of the color and color to actively induce consumers to buy coffee. Attempting new colors in coffee brands will increase consumers' emotional satisfaction and quality of life, and will actively encourage them to buy coffee.