초록

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Abstract ▼ AI-Helper

The preference for private brands (PB) has increased since the 1990s. Recently, the purchasing preferences of consumers have become more practical and value-centered. As such, PB has become more important; and is especially true for groceries. This study investigates the influence of PB package desi...

The preference for private brands (PB) has increased since the 1990s. Recently, the purchasing preferences of consumers have become more practical and value-centered. As such, PB has become more important; and is especially true for groceries. This study investigates the influence of PB package design on consumer purchasing preference when grocery products were the focus. This study provides an overview of package designs and deconstructs package-design elements. The influence of these elements on consumer purchasing behavior is then investigated. In-depth interviews and workshops allow for a qualitative understanding of the elements that compose consumer purchasing behavior and package design. Based on a literature review, the research insists that the perceived design is composed of five elements: aesthetics, ease of use, physical appearance, identity, and symbolism. Based on these factors the study performs case studies of PB package designs Consumer interviews and consumer workshops discover the influence of PB package design on PB purchasing behavior. As a result, the study reveals that there is a relationship between PB package design and the intention to purchase.

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