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

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

  • 고진 (홍익대학교 국제디자인전문대학원 디지털미디어디자인) ;
  • 김보연 (홍익대학교 국제디자인전문대학원)
  • 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)
  • 투고 : 2017.07.28
  • 심사 : 2017.09.20
  • 발행 : 2017.09.28

초록

이 연구는 코즈 브랜딩의 개념이 적용된 화장품의 패키지 디자인을 통해 소비자의 선호도와 가치관을 분석하여 니즈를 파악해 소비자를 만족시킬 수 있는 패키지 디자인을 제안하는 데에 목적을 둔다. 화장품 구매 시 패키지 디자인을 구매요인에서 중요시하는 실험집단을 모집하여 코즈 브랜드 제품과 일반 브랜드 제품을 비교하여 설문과 심층인터뷰를 진행하였다. 1차 실험은 패키지 디자인 선호유형 분석 문항에서 추출하여 인지적, 감성적, 행동적 반응으로 분류한 문항을 통해서 총 31명을 대상으로 설문을 실시하였고, 2차 실험은 Sheth의 소비가치 기준에서 4가지를 발췌하여 만든 질문을 통해 총 6명을 대상으로 심층 인터뷰를 진행하였다. 실험 결과, 소비자들은 제품의 정보를 빠르고 정확하게 파악할 수 있는 디자인을 선호하였다. 특히 코즈 브랜드 제품인지 파악하기가 쉽지 않기 때문에 사회적으로 어떻게 도움이 되는지 패키지에 명시되어야 할 것이다.

키워드

코즈 브랜딩;코즈 마케팅;패키지 디자인;화장품;구매영향

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