블랙컬러마케팅이 소비자 구매인식에 미치는 영향 연구

Abstract

Colors are one of the most powerful visual languages. Each of the present companies is activelyintroducing color marketing to appeal to consumers, and as it began in early 2000, blackmarketing has been firmly established by socialžcultural trend changes. This study aims todetermine consumers ' perception of products with black color marketing, and it is currentlydistributed based on the interdisciplinary research into black color marketing, which is based onthe domestic market. And for more objective study, the survey surveyed 200 consumers living inthe four largest cities - Seoul, Busan, Daegu and Daejeon - where consumers were relativelymore sensitive to consumption. Research findings show that first, the design factor generallyplays a larger role than any factor in purchasing a product. Second, the influence of color onproduct purchase is very high. Third, I prefer black color when I buy products. Fourth, black coloris the most favorite color regardless of product line. Fifth, I prefer the black color of my productfor all ages. Sixth, the color image by product, is perceived as the image of well-beingžhealth,luxury, premium, fashion as refined, modern, cosmetics as the image of advancedžpremium,purity, and high technology of home appliances. Ultimately, black color marketing has attractedconsumers by its extended application to the overall field of products, not just in certain areas.