The Correlation Between Drink Package Design and Impulsive Buying

• Main Authors: Ou Yang, Wan-Ju, 歐陽琬茹
• Other Authors: Hung, Ming-Hong
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/71848581794634820942

碩士 === 國立高雄師範大學 === 視覺設計學系 === 101 === Anyone who wishes to get a foothold in the wide beverage market needs to reach their target consumer group with all efforts. This research will discuss the certain beverage package designs and factors which will evoke impulsive purchasing of consumers. Three perspectives will be discussed in this research: first, the ration of impulsive purchasing consumers in beverage market, and the relation between impulsive purchasing and the background of consumers; Second, the reason of beverage purchasing and the relation between impulsive purchasing; Third, the attractive factors to consumers of beverage package and the relation between impulsive purchasing. By documents review, questionnaires, and field research, we ensure that impulsive purchasing is indeed existed. The theory and principles of the relation between beverage package and impulsive purchasing of consumers will be discussed. The pretest questionnaires also showed that certain portion consumers have this impulsive purchasing evoke by beverage package. Questionnaires and beverage package, the two main parts will be discussed in this research. After analyzing the questionnaires, we found 44 % of consumers have impulsive purchasing behavior, which is effected by location, but not effected by age and gender. “Container design” and “color combination” are the two main attractive factors for consumers. 8 % of consumers purchase drinks for their package, and half of them have impulsive purchasing behavior. After analyzing those drinks for impulsive purchasing consumers and the drink are purchased for the package, the container design is almost the same for those paper package; three joints are most common for plastic package; drink producers often used multidimensional cutting to attract consumers with high fashion taste. For those impulsive purchasing consumers, warm colors are the most attractive colors (three colors). Dairy drink use the color which is distributed average in the hue, value, and chrome, and this situation is different from the other kinds of drinks. Potable water and sport drinks often use cold color.