쌀 포장디자인의 지역 특색이 소비자 구매 행동에 미치는 영향에 관한 연구

초록

This study examines how regional characteristics in rice packaging design influence consumer purchasing behavior. Xiangmanyuan, Fulinmen, and Jinlongyu were analyzed to explore the relationship between packaging design elements and consumer actions. Data from 321 respondents were collected through case studies and surveys and analyzed using SPSS to validate the effects of regional elements. Xiangmanyuan uses green and gold tones with curved logos to express agricultural richness. Fulinmen features traditional calligraphy and the 福(fortune) symbol to reinforce its brand identity. Jinlongyu highlights tradition and eco-friendliness through cranes, bamboo, and a blend of red and blue colors. The findings show that regional characteristics in packaging design enhance emotional bonds with consumers and significantly influence their purchasing decisions. This study provides evidence that integrating regional traits into packaging strategies can boost the competitive edge of rice brands.

키워드