국내 RTD 커피와 컬러마케팅의 상호관련성 연구 - Retail store의 컵커피를 중심으로 소비자 인지도 조사

서지정보

ㆍ발행기관 : 한국식생활문화학회 ㆍ수록지정보 : 韓國食生活文化學會誌 / 30권 / 2호
ㆍ저자명 : 강민화, 최진경

목차

Abstract
I. 서 론
II. 연구 내용 및 방법
1. 조사대상 및 기간
2. 조사내용 및 방법
3. 분석방법
III. 결과 및 고찰
1. 인구통계학적 특성
2. RTD컵커피의 색상에 대한 기능성
3. 소비자들의 RTD커피 컵의 색상의 인지요인이 브랜드 태도 및 인지도에 미치는 영향
4. 소비자들의 브랜드 태도 및 인지도가 RTD커피의 구매의도에 미치는 영향
IV. 요약 및 결론
References

영어 초록

This study assessed the effect of color marketing in the RTD coffee industry in Korea. In order to investigate the effect of color marketing, this study measured the characteristics of color marketing as well as brand image and attitude in accordance with behavioral intention to purchase. Data were collected using questionnaires, and a total of 310 questionnaires were distributed with 298 entered for data analysis. Frequency analysis, factor analysis, correlation, and multiple regression analysis were tested using SPSS. A total of seven factors were extracted, including brand attitude, purchase intention, association, identification, brand awareness, symbolism, and attention. Significances were found between brand awareness and identification (p<0.001) and attention (p<0.001). In the relationship between characteristics of colors and brand attitude, significances were found in identification (p<0.001), attention (p<0.001), and association (p<0.001). Further, brand attitude and brand awareness had a significant positive effect on purchasing intention of RTD coffee. Results of this study suggested that color marketing is a good marketing tool to persuade potential consumers to purchase RTD coffee based on brand attitude and brand awareness.

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