제품의 무게와 크기에 따른 선호도 및 만족도 분석 : 과자 제품을 중심으로

Abstract

This study attempted to investigate consumers’ preference and satisfaction according to the weight and size of products. Fifty-four students in their twenties who have proved their magnitude estimation ability participated in the affective evaluation experiment on the various weights and sizes of cookie products. The cookie products, for which heaviness is considered positive, used in this experiment were well known to be sold in three types of paper boxes in sizes. In this experiment, nine kinds of cookie boxes were prepared by combining three sizes and three weight levels of the product. The participants evaluated the perceived heaviness of each cookie box by the modulus method and evaluated the preference and satisfaction of the weight with the semantic differential scale. As a result of the study, among the boxes with the same weight, ones of small size were perceived significantly heavy and among the boxes with the same size, ones of heavy weight were perceived significantly heavy. This result means that the size-weight illusion of the object heaviness was also found in this study. Meanwhile, this study found that preference and satisfaction did not increase more than a certain weight. That is, there was a limit to the satisfied and preferred weight for one size of cookie box.