저관여 상품의 패키지디자인 메인이미지에 대한 소비자 선호도 - 가정용 각티슈를 중심으로 -

Abstract

Various precedent researches suggested results of the study on low involvement products, but it's difficult to find studies on package design of household items. Also, one of representative low involvement products, tissue box, is sold in this market due to the various qualities and designs, but there is no relative precedent study. Therefore, this research analyzed preference of consumers for main image and color of the package design of tissue box, a low-involvement product, for consumers of tissue box. Due to the characteristics of low involvement product, an enterprise selling tissue boxes in the market should reflect preference of consumers effectively. In consideration of the fact, this researcher classified tissue boxes sold in this market from Mar. to Apr. 2014 by main image and color type of package design. And, based on them, this researcher suggested consumers' preference judged by tissue box seller. In addition, through the survey of tissue box consumers, this researcher compared consumers' preference judged by sellers with the result of survey. As a result of the analysis, there were lots of differences between consumers' preference judged by sellers and consumers' preference by consumers' survey. However, consumers' preference judged sellers cannot be departmentalized by gender, age, etc. due to the studying limitations. Therefore, only results of consumers' survey were applied by cross analysis of gender and age. As a result of cross analysis, the preference of main design and color of package design by gender and age showed significant results within the significant standard of 1%.