HMR(간편가정식) 브랜드의 감성적 표현요소에 따른 선호도 연구- 김치 브랜드를 중심으로

Abstract

ABSTRACT

A Study on the Preference of Emotional Expression Elements of HMR(Home Meal Replacement) Brand - Focusing on Kimchi Brand -

Jang, Woong Advisor: Prof. Kim, Namhoon Department of Design, Graduate School of Chosun University

This study aimed to investigate customer‘s brand awareness and preference of expression elements in HMR Kimchi brands by identifying the current status of products made by four HMR Kimchi brands and analysing each of emotional expression elements shown in package design. First, two HMR Kimchi brands with the highest sales and two with the lowest sales were selected. Then, evaluation measures of each emotional expression element in the package design were developed and the current status of expression examples were identified. Second, to analyse awareness of HMR Kimchi brands and preference of expression elements in the brands, this study selected 354 at the age of over twenties who usually purchased HMR through quota sampling. This study commissioned Macromill Embrain, a professional researcher, to do a survey. The survey period ranged from March 1 to March 14, 2019.

The results were summarized as follows: First, in [Question 1], to identify whether there was a difference in emotional expression elements between brands, this study analysed examples and the results were: Jonggajip and Bibigo which ranked 1st and 2nd in sales tended to sell basic items (cabbage Kimchi and Yeolmu Kimchi while Ourhome which was low ranked tended to sell applied brands(Kimchi jigge and Kimchi mandu). Also, as to colors, Jonggajip used red color while Bibigo usually used green color. However, there were differences in brand logo types, illustration and Inpographics according to brands while there were differences in expressions of slogans and layouts between Ourhome and other three brands. Second, in [Question 2], this study analysed the differences in brand awareness and the awareness rank was as follows: Bibigo, Pulmuwon, Jonggajip and Ourhome in a good order. It was the opposite to the rank of sales. Third, in [Question 3], this study analysed differences in customers' preference of expression elements in HMR Kimchi brands and it was discovered that preference of Bibigo brand name was the highest.

As Bibigo expressed ‘i’ expressed as the image of ‘spoon and chopsticks,’ it looks pleasant. As brand logos, the subjects preferred the Mingcho and Gothic typefaces to hand-writing typeface. It was analysed in case analyses that preference of hand-writing type face was higher as it was felt emotional, but it seemed that there were diverse factors to decide preference in customers' viewpoint. As for color preference, red and green that reminded image and taste of Kimchi were preferred. In respect to illustration, pictures was preferred to photos. As for layout, vertical structure was preferred to horizontal. For slogan, phrases that emphasized tradition and raw materials were preferred. In respect to information, table-type expression was preferred the most.

As a result of analysing whether there were differences in emotional expression elements shown in package design made by four HMR kimch brands, there were differences in color, but there were no clear differences in most of expression elements between brands. As a result of the survey on brand awareness, brand preference was the opposite to sale rank. It means that there were no specific differentiated brand expression strategies to enhance brand awareness and preference of the four HMR Kimchi brands. Therefore, it is suggested that integrated brand positioning for package design is needed.

Also, further studies should pay attention to sensuous expression elements of package design for HMR Kimchi brands that has an influence on purchase psychology of customers, packaging systems(structure, materials and quantity), customer trend and purchase psychology in order to enhance brand awareness and facilitate sales.