Research On The Optimization Of Product Package Form Strategy Of Keming Noodle Company

In modern society,noodles are considered as daily fast consumer goods and the frequency of the product replacement is faster.In order to win consumers' attention,merchants take a variety of ways to make their products stand out in many products.Among the factors affecting the purchase of noodles,the product packaging,as the first exposure to consumers,has an extremely important impact on consumers,purchase.The product packaging becomes the selling weapon that the merchants begin to attach importance to.By understanding the influence of packaging on consumers ' willingness to buy,it is extremely important and it can even affect the life cycle and market share of the enterprise,no matter from the perspective of consumer behavior research or from the point of view that manufacturers are planning the marketing strategy.There exist the following two problems of keming noodle's product packaging forms:(1)the current packaging forms are more obsolete;(2)there is a contradiction between the consumer perceptions of products and merchants' guiding on the packaging forms.Based on the above-mentioned two existing problems,this paper chooses the keming noodle as the research object,and carries on the quantitative research by the investigation method.First,this paper chooses the consumers who purchase the noodles within one month to investigate in order to find out what kind of material consumer packaging forms is more recognized and accepted by consumers.Then,some variables are assumed and four different packaging forms are selected to study the influence of consumers' willingness to buy.The main different packaging forms are:paper bag,plastic bag packaging carton packaging,bulk weighing.The first-hand data is collected through the research.After that,the data is cleaned and analyzed.Finally,the conclusions and marketing recommendations are given.The results show that:(1)the target group of noodles is mainly female,and more and more younger;(2)plastic packaging products have greater impact on the purchase of noodles,followed by paper bags;(3)in the plastic packaging products,those with the box and open window(transparent material)plays a decisive role on the consumer buying decisions;(4)in paper package products,shrink film and single packaging have certain impact on the purchase;(5)consumers prefer the simple style of the outer packaging;(6)the main purchasing channels are large supermarkets.The innovation of this paper is as follows:first,unlike most of the previous studies on consumers 'purchasing willingness,this article is written from the consumer perspective,and it uses the quantitative research methods;secondly,in the study of the effect of different packaging forms on consumers' willingness to buy,this paper makes a simple classification of existing packaging forms through communication with the industry experts,and analyzes the effect of packaging form on consumers ' purchasing willingness on the basis of the controllable assumption and offers the strategy and recommendations.