Chinese New Style Tea Beverage Packaging Design Based on Analyzing the Consumer Behavior of Generation Y

Abstract

Chinese New Style Tea Beverage Packaging Design Based on the Consumer Behavior of Generation Y WANG CHUN Dept. of School of Visual Design The Graduate School Hanyang University The high degree of economic development has significantly elevated people’s living standards and consumption ability. Changes in consumers’ cultural level and values have transformed the concept of consumption, shifting it from meeting survival needs to a modern enjoyment with cultural color and lifestyle. As we delve into the trends of contemporary Chinese youth, the emergence of “Chinese New Style” takes center stage. In this cultural shift, traditional “Chinese tea” is not merely adhering to its roots; instead, it is evolving into the realm of “New tea”. More and more young people are embracing this modern tea culture, turning tea into a fashionable item. Against this backdrop, new tea brands that express unique personality and taste are gaining trust among the younger generation, especially the main social consumer groups represented by Generation Y and Generation Z. As the Internet “aborigines” of the Generation Y group, they place a strong emphasis on youthfulness and personalization. Their attitude towards consumption is notably idiosyncratic, characterized by a pursuit of free expression and a focus on quality of life. These consumption concepts and behaviors are fully reflected in the choices of brands that embody youthful vitality and distinctiveness1. To cater to the demands of this consumer market, the evolution of design has shifted from mere differentiation to a multidisciplinary and multifaceted fusion of design and creation. The packaging design of new tea drink 1 Long, Y. & Wang, L. (2015). Who is the youth: The interpretation of Generation Y in the Chinese context. China Youth Social Science, 34(04): pp11-16. brands has undergone a significant transformation, distinguishing itself from its predecessors. This shift marks a crucial breakthrough as packaging design now plays a pivotal role. On one hand, the packaging design serves as a versatile medium for the communication strategy of new tea drink brands, maximizing its appeal to Generation Y within the constraints of limited resources. On the other hand, Generation Y enthusiastically embraces this tailored means of communication, finding satisfaction in the two-way interaction with the brand during the consumption process. With the development of the market economy and the modern packaging industry, the function of packaging has become a crucial criterion for evaluating the quality of packaging and packaging design. Grasping consumer behavior, catering to preferences, meeting needs, and stimulating and guiding emotions have become vital channels connecting brands with consumers. If the packaging of goods can influence the consumer behavior in the process of consumer consumption, consumers have a certain consumer demand, it will make consumers produce consumption motivation, to achieve the purpose of promotion. Therefore, a solid understanding of the basic theory of consumer behavior is necessary. This involves analyzing the sales process of commodities, understanding consumer demand and motivation, and studying the interactions between commodity packaging designers, producers, operators, and consumer behavior. The consumer’s consumption process is rooted in human interests and consumption demands. Demand, a reflection of objective reality in human consciousness and purpose, is propelled by motivation—the effective driving force of consumer behavior. Demand, with its inherent objectivity, takes shape as a subjective reflection of the objective world. This subjective reflection ultimately transforms into the consumer’s consumption motivation. This study zeroes in on the impact of Generation Y consumers’ behavior on the promotion of packaging within the consumption and distribution process. Through our research, we aim to delineate the key factors influencing the consumer behavior of Chinese New Style Tea beverage packaging consumers. Specifically, we seek to elucidate the influence of various packaging styles on the consumer behavior, encompassing both consumer demand and motivation, of Generation Y consumers. By delving into different packaging styles, we aim to identify their effects on the consumer behavior of Generation Y. This includes understanding how diverse packaging styles impact both consumer demand and motivation within this demographic. The study also aims to pinpoint the preferred packaging styles among Generation Y consumers and proposes enhancements for the design of Chinese New Style Tea beverage packaging styles. In summary, this study strives to identify the pivotal factors shaping the consumer behavior of Generation Y consumers, unravel the influence of various packaging styles on their behavior (considering both consumption demand and motivation), and discern the preferred packaging style among Generation Y consumers while suggesting improvements for Chinese New Style Tea beverage packaging designs. Thus, from the perspective of consumer behavior, this study delves into the consumer demand and motivation of Generation Y. It aims to unravel the factors influencing consumer behavior and style preferences in the design of Chinese New Style Tea beverage packaging. Simultaneously, the study seeks to optimize the packaging design of Chinese New Style Tea beverages, aligning it with the needs of Generation Y consumers. The findings from this research are anticipated to assist Chinese New Style Tea beverage brands in clearly defining the requirements and trends in packaging design. Moreover, it aims to enable these brands to plan and execute packaging design activities more strategically, thereby enhancing product sales and the communicative impact of the brand. This study focuses on the Generation Y group as its research subject, with consumer behavior serving as the theoretical framework. Employing a combination of research methods, including questionnaire surveys, case study analysis, and model regression tests, we constructed a study framework. After gaining insights into the current landscape of consumer behavior, research on Chinese New Style Tea beverage packaging, and the consumption characteristics of Generation Y, we proceeded with our analysis. Utilizing the results of the questionnaire survey, we scrutinized Generation Y’s consumption behavior towards Chinese New Style Tea beverage packaging design. This examination covered multiple dimensions, including consumer consumption demand, motivation, and style preferences for New Style Tea beverage packaging. Subsequently, we drew conclusions based on our findings. In conclusion, building upon the outcomes of the study, we proposed optimization suggestions for Chinese New Style Tea beverage packaging design. These recommendations are intended to inform targeted style preference designs, ultimately enhancing the overall effectiveness of the packaging. The empirical study is bifurcated into two segments, with the first involving a comparative analysis of style preferences among different consumer groups within Generation Y for the New Style Tea beverage packaging design in China. 1) Following analysis, it becomes evident that consumers from various age groups and occupations exhibit more pronounced differences in their style preferences for New Style Tea beverage packaging. Conversely, consumers of different genders and income levels show comparatively smaller variations in their style preferences for New Style Tea beverage packaging. It’s noteworthy that the influence of a single factor on style preference may not align consistently with the impact of multiple factors. 2) The outcomes of regression analysis reveal that both males and females predominantly favor brand crossover in their style preferences. Furthermore, as age increases and education levels improve, consumers exhibit a notable increase in the preference for emotional style. Additionally, consumers with diverse occupation types and income levels demonstrate significant differences in their choices of style preferences. The study concluded that several factors significantly influence the consumption behavior of Chinese consumers regarding New Style Tea beverages. These factors include “style preference”, “packaging design”, “consumption motivation”, “Personal Characteristics” and “Consumption Demand”. Specifically, within the style preference category, key elements such as “personality”, “emotional”, “cultural and innovation”, and “brand crossover” were identified and extracted. This process resulted in the construction of a model outlining how the style preferences in Chinese New Style Tea beverage packaging design influence consumer consumption behavior. The construction of the model comprises three key steps. First, we conducted user interviews with four Generation Y target consumers to gain profound insights into their preferred consumption behaviors. This step aimed to thoroughly understand the consumption needs and motivations of Generation Y users. The second step involved the collection of data on consumption needs, motivations, and style design preferences related to Chinese New Style Tea beverage packaging design from Generation Y consumers. This was achieved through the distribution of questionnaires, with the goal of proposing new style preferences for tea beverage packaging design in China. In the final step, we gathered data on the consumption demand, motivation, and style design preferences of Generation Y consumers for New Style tea beverage packaging design through additional questionnaires. Subsequently, we formulated a model outlining the influence of style preference on consumer consumption behavior for New Style Tea beverage packaging design in China. Conclusively, specific research hypotheses were developed based on the logical relationship between the model variables. Empirical analysis was then conducted to provide a foundation for subsequent studies and analyses of New Style tea beverage packaging design. This logical relationship also guided the proposal of specific research hypotheses, leading to corresponding empirical analyses. These analyses serve as a reference for subsequent design strategies aimed at enhancing the overall design of New Style Tea beverage packaging. The empirical analysis comprises two key phases: the pretest and the final test. The pretest involved 17 valid samples, while the final test included 287 valid samples. In both phases, collected data underwent descriptive, reliability, and validity tests, as well as correlation and regression analyses. Correlation analysis revealed a significant association between style preference factors in Chinese New Style Tea beverage packaging design and consumers’ consumption motivation. Notably, personalization and culture and innovation within Chinese New Style Tea beverage packaging style preferences exhibited higher correlations with consumers’ consumption motivation. The regression analysis was conducted in two parts. In the first part, which focused on the regression analysis of style preference and consumption motivation, multiple linear regression tests confirmed the validity of the research hypotheses related to New Style Tea beverage packaging style preferences and consumption motivation. The second part involved logistic regression analysis of style preference and consumption demand. The results of binary logistic regression analysis supported the validity of the research hypotheses concerning New Style tea beverage packaging style preferences and consumption motivation. Consisting of pretest and final test phases, provided robust insights into the correlation and regression relationships between Chinese New Style Tea beverage packaging design style preferences and consumers’ consumption motivation and demand. The culmination of the research on consumer behavior, consumer psychology, and packaging design has resulted in the final design for consumer groups. This design encapsulates the principles derived from China’s current New Style Tea beverage packaging design. The summary and recommendations for the four distinct style preference factors in New Style Tea beverage packaging design not only provide strong theoretical support for the research field but also offer novel perspectives and references for further exploration in this domain.