Research on Packaging Design Elements for Expanding Market Share of Fruit Juice Beverages in China

Purpose: By examining Chinese consumers’ preferences and needs in fruit juice beverage packaging design, this study provides scientifically grounded strategies and solutions for researching and developing packaging designs in the juice beverage industry. Research design, data, and methodology: This study systematically analyzes the packaging design of fruit juice beverages and introduces a demand evaluation methodology for fruit juice beverage packaging by integrating the Kano model and the Analytic Hierarchy Process (AHP). Results: Based on the calculation results, ‘Nontoxic’ and ‘Clear ingredient information’ were important in Must-Be Quality Element. ‘Portable’ and ‘Lightweight performance’ were the top 2 in One-Dimensional Quality Element. In the Attractive Quality Element, ‘Unique pattern’ was identified as the most important factor. Conclusions: The analysis results of this study suggest the importance of fruit juice beverage packaging design elements preferred by Chinese consumers and are expected to be used as reference material by Korean companies in the future when preparing plans to enter and expand into the Chinese beverage market.