earticle

영어

Package designs, such as bonus pack and on-pack, to hit the shelf of discounting stores, today, are used as the innovative SP(Sales Promotion) strategy means. This research thesis aims at studying how such pack designs would have influences on 'sentimental marketing' appearing in our society, and at researching how 'sentimental marketing' would have influences on
package designs, such as bonus pack and on-pack. In order to establish the theoretical systems, this research thesis has conducted the pre-research studies based on professional books. The scope of the research has been focused on three year-study from 2005 to 2008,
with regard to 16 products related to package designs, such as bonus pack and on-pack of daily goods, which have been in the most fierce competitions. This thesis has conducted a survey by selecting classifying the studied package designs, such as bonus pack and on-pack, into the four types: "model emergence type', 'simple type', 'communication-oriented type, and
'graphic motive type', And, it has made the statistical and frequency analysis on the result, with the tools of SPSS for Window ver 12.0 statistical programs.
In today's society, the general consumers have suffered from the changing purchase patterns-
"self-centered" and "value creation-centered' patterns. The changing factors are because of the enhanced design sentiments in connection with the rising intellectual capacities and various information collection.
Amid the changing trends, most consumers are prone to experience numerous brands in purely self-sale method-centered discounting stores. Just as "Pago Underhill" said in his book, ' The
Science of Shopping' that "Any successful stores are the space where can create happy experiences or five-sense performances, and can experience brands by stimulating
sentimental experiences among the general consumers", the general consumers show self-centered purchasing behaviors under the influence of sentiments. Sentimental marketing is defined as the series behavior patterns to take the note of sentimental effects on consumer behaviors, and the develop marketing promotion. Such marketing determines the projects of
SP(Sales Promotion) in discounting stores. In this research, both of bonus pack and on-pack are
demonstrated to have developed package designs to stimulate consumers' sentiments, with the focus on sentimental marketing.
At this juncture, it is deemed that only strategy to attract consumers' sentiments will not only make the effective public relations on the products for the general consumers, but also it will serve as the important means to increase purchase.

한국어

오늘날 할인점을 통해 판매되고 있는 보너스 팩, 온 팩의 포장디자인은 혁신적인 SP(sales promotion)전략의 수단으로 활용되어지고 있다. 이러한 포장디자인이 사회적으로 대두되고 있는 감성마케팅과 어떠한 관계가 있으며, 감성마케팅이 보너스 팩, 온 팩의 포장디자인에 미치는 영향에 대한 연구를
하는데 본 연구에 목적이 있다.
이론적 체계를 완성하기 위하여 전문서적과 선행연구조사를 실시하였다. 연구의 범위는 가장 치열한 경쟁 양상을 보이고 있는 생활용품의 보너스 팩, 온 팩의 포장디자인을 2005년부터 2008년까지의 3년간의 16가지의 제품을 토대로 조사하였다. 조사된 보너스 팩, 온 팩 포장디자인은 연구를 위하여 임의적으로 모델 등장형, 단순 심플형, 커뮤니케이션 지향형, 그래픽 모티브형의 4가지의 유형으로 구분하여 설문조사를 실시하였으며 이 결과는 SPSS for Windows ver. 12.0 통계프로그램을 이용하여 빈도분석 및 통계분석 방법을 활용하여 분석하였다.