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The effect of cosmetic package design with the concept of Cause branding on consumers' desire to purchase

코즈 브랜딩 개념을 적용한 화장품 패키지 디자인이 소비자 구매 욕구에 미치는 영향

  • Ko, Jin (Dept. of Digital Media Design, International Design school for Advanced Studies, Hongik University) ;
  • Kim, Boyeun (Digital Media Design, International Design school for Advanced Studies, Hongik University)
  • 고진 (홍익대학교 국제디자인전문대학원 디지털미디어디자인) ;
  • 김보연 (홍익대학교 국제디자인전문대학원)
  • Received : 2017.07.28
  • Accepted : 2017.09.20
  • Published : 2017.09.28

Abstract

The purpose of this study is to analyze the preference and value of consumers through the package design of cosmetics with the concept of cause branding, and to propose a package design that can satisfy consumers' needs. I have recruited an experimental group that emphasizes the importance of package design in purchasing cosmetics. And Survey and in-depth interviews were conducted by comparing cause brand's product with general brand's product. In the first experiment, the items were classified into cognitive, emotional, and behavioral responses and a total of 31 subjects were surveyed. In the second experiment, six interviewees were interviewed through a questionnaire prepared by extracting 4 items from Sheth 's consumption value standard. As a result of the experiment, consumers preferred a design that can quickly and accurately grasp the information of the product. Especially, it is not easy to know whether it is a cause brand's product. So It should be stated in the package how it will be socially beneficial.

Keywords

Cause Branding;Cause Marketing;Package Design;Cosmetic;Purchasing Influence

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