본문 바로가기
  • Home

The characteristics of organic brands using big data corpus analysis - Based on sanitary pads in Korea -

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 70(), pp.205-218
  • DOI : 10.25111/jcd.2020.70.15
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : August 6, 2019
  • Accepted : January 27, 2020
  • Published : January 31, 2020

Lee, Su-jin 1 Su-Jeung Kim 2

1이화여자대학교 조형예술대학 디자인학부
2이화여자대학교

Accredited

ABSTRACT

This research aims to find out the current value and features of the Korean organic sanitary pad brand and the direction to go forward in the future by the corpus analysis based on online big data. Based on the ranking of the reputation analysis by the Korea Institute of Business Review, the following conclusion was reached through the characteristics of each brand based on the selection of two organic sanitary pad brands ‘U’ and ‘I’ based on frequency analysis, centrality analysis and cluster analysis by network visualization. The ‘U’sanitary pad is the first to show trust in organic sanitary pads through the positive vocabulary of safety and belief. Second, we could see that we consider a variety of eco-friendly materials and products from general sanitary pads to multi-use cotton sanitary pads and environment-friendly menstrual cups. Third, the high level of concern for women's health such as ‘health’, ‘women's cleanliness’ and ‘detect’ showed a high level of involvement in health. On the other hand, they were showing low involvement in purchasing conditions such as prices. In other words, it shows an active consumption attitude centered on health through safety and diverse eco-friendly materials, and is considered a consumer group that is not sensitive to price conditions. Therefore, the ‘U’ brand will need marketing to expose safe, environmentally friendly materials as its main strategy based on the key keyword of health rather than price conditions. For example, if the ‘U’ brand make a marketing that the sanitary pad grown through eco-friendly methods on women's cleanliness and skin health affect on women's health, it could lead to better sales by providing satisfaction with the health value-conscious sanitary pad market. In contrast, the ‘I’sanitary pad shows the reliability of safety, with positive words just like the first previous brand. Second, it shows careful and deep exploration by actively exploring the user experience, although it focuses on organic materials rather than other materials. Third, the deep search for organic materials is associated with the sanitary pad controversy, which is considered a reaction to the anxiety. Fourth, it shows a rational consumption attitude that scrutinizes price conditions such as discounts and events. This attitude shows quite different results from the ‘U’ brand that is not sensitive to the terms of purchase. Thus, the ‘I’sanitary pad can provide a good opportunity to target young people in their 20s, who are price sensitive but can't ignore the material, by more actively appealing to the safety of organic materials and at the same time marketing online discounts and purchase events.

Citation status

* References for papers published after 2022 are currently being built.