포장디자인에 따른 소비자 구매행동 변화에 관한 연구 - 우유포장디자인의 소비자 관여도 변화를 중심으로

Consumer's belief and attitude are decided by varieties of media and they build their own data through the media selection. This affects desire of purchasing product and makes product loyalty by referred process. But even it was established product loyalty, that turns to comparison with newly exposed product when consumers are exposed to new stimulus. At this point of time, package design that are discriminated from the other in the visual angle for attracting consumers is main point of purchasing decision. In this study, we tried arrangement of existing milk package design's logotype and structure design through the preceding study for grasp of 20' consumer's recognition change in existing experiment and new design of milk who has few refusal to new design and doesn't affected by milk attribute and ability. In this base, we suggested new package design, made up a question and analyzed it. They answered exiting milk package design shows no specific character and rated calligraphy logotype high in the area of 'looks and memory' and 'symbolism'. And they recognized vessel design that reflected the attribute of milk and had a figure of nature as a low involvement product, but the design showed difference with the milk in attribute and caused interference, they recognized it as a high involvement product.