담배포갑지 색상에 대한 소비자의 구매태도 및 효용평가 = The Consumers' Attitude on the Color of a Cigarette Case

다국어 초록 (Multilingual Abstract)

The purpose of this paper is to analyze the effect of color of cigarette cases on the consumers` purchasing attitude.
First of all, in an attempt to assess the consumers` attitude on the colors, we explored the preferred colors by the consumers and developed an attitude scale measured with a questionnaire of 14 questions, we also built a research model to analyze the influence which the colors of cigarette cases exert on the consumers, attitude and conducted the analysis on the basis of the actual data. In addition, we made a Conjoint-analysis to measure the usefulness of the case colors.
Followings are the results of the analysis ;
First of all, the review of T-test proved that the case color causes changes in the consumers` purchase attitude. For example, it has been reveled that red is not preferred as a case color.
Secondly, the result of analysis of variance showed that consumers` smoking habits moderate between the choice of case colors and consumer`s buying attitude. For instance, heavy smokers in comparison with nonsmokers or lightsmokers much preferred blue over red.
Thirdly, the outcome of conjoint analysis revealed that regular smokers prioritize the taste of cigarettes when purchasing a pack of cigarettes and the color of the case is also considered as a leading contributor. An ideal combination of cigarette attributes turned out to be long, mild taste with a blue or white case.
This research may contribute to the related tobacco industry when developing a new product even though it bears a couple of limitation such as consideration of only limited colors in the attitude research and exclusion of a variety of case design due to the complexity of analysis.

목차 (Table of Contents)

• Ⅰ. 서론
• 1. 연구 목적
• 2. 연구의 체계 및 방법
• Ⅱ. 이론적 고찰
• 1. 담배의 품질 요소
• 2. 담배포갑지 색상과 소비 실태
• 3. 일반색채와 선호도
• 4. 담배포갑지 색상에 대한 선행연구
• Ⅲ. 담배포갑지 색상이 구매태도에 미치는 영향
• 1. 색상의 선택
• 2. 태도척도의 개발
• 3. 연구 모형과 가설의 설정
• 4. 실험과정
• 5. 분석 결과
• Ⅳ. 담배속성 중 포갑지 색상의 효용 평가
• 1. 포갑지 색상의 효용 평가과정
• 2. 컨조인트 분석 결과
• 3. 유통중인 제품과의 비교
• 4. 색상차이분석과 효용평가 간의 관계
• Ⅴ. 결론
• 1. 연구 결과 요약
• 2. 연구 의의 및 한계