Study On The Effects Of The Packaging Of Products (Goods) Affecting Consumers' Impulsive Purchase

Jeon, Yong-Weon(Department of Business Administration The Graduate School of Yonsei University)

The Principal Purpose of this study is to find how the inner feature of products packing consisted of the color, size, letter picture, label, style, and design of products (foods) has an effect on consumers impulsive purchase.

For this through the existing books research theoretical study on the impulsive purchase and the function of packing has been done. On the ground of such a theoretical background and a result of preliminary research questionnaire papers composed of eight kinds of inner features of packing as a purchase stimulus and five kinds of features of products, all in all thirteen kinds of variables were questioned by 532 customers sellected at random who had been customers of departments, fancy stores, and super markets in Seoul.

The collected questionnaire materials were analysed and treated by Group Discrimination Function Analysis, Stepwise Multiple Regression Analysis. t-test, and ANOVA-test and the results are as follows.

First, the inner feature variable of packing was highly effective to classification and discrimination of impulsive purchase group and non impulsive purchase one.

Second, in the case of the inner feature of packing affecting the behavior of customers' impulsive Purchase the label, colors, size, letter, and design of packing affecting the behavior of customers' impulsive purchase the label, color, size, letter, and design of packing were variables. Their influence amounted to 14.5 percentage. On the other hand the label, color, and design of packing in the Purchase of beverage is 4.8 percentage.

Third, all the variables of inner feature of packing as an impulsive Purchase variable were considerably different in effect in the case of cosmetics between impulsive purchase group and non-impulsive Purchase one.

Fourth, in cosmetics each of the variables of inner feature of Products packing for impulsive purchase effect was found different only in the color, and design variable of packing according to customer's demographic and sociological feature. That is. in the ratio of impulsive purchase man is much higher than woman. The unmarried and students were much higher than the married. The younger were higher than the aged.