Research On The Relationship Between Cultural Expression And Consumer Appeal Of Local Specialties

To implement the rural revitalization strategy through local characteristic product packaging design,inherit local characteristic culture and promote local economic development,the findings of the study on the relationship between cultural performance and consumption appeal of local characteristic products give inspiration to related fields and expand the influence of local characteristic products.This study recorded subjects’ perceptions of attribute characteristics and consumption preferences of local characteristic products by means of offline questionnaire research,combined with statistical software SPSS 21.00,and conducted correlation,regression,independent sample t-check,one-way analysis of variance and post hoc check,and multi-directional analysis with subjects’ preferences for local characteristic products as the dependent variables and seven local product attributes as the independent variables to deeply The results show that the overall preference is significantly related to the six attributes,the strongest being "aesthetic strength",followed by "cost effectiveness".At the same time,the survey also found that there are significant differences between different audience groups,i.e.,gender,professional background and monthly spending power,in terms of their preferences for some attributes of local specialty products.Male students rated the perceived degree of attributes of local specialty products higher than female students;groups with liberal arts background rated the preferences of local specialty products higher than those with science background;groups with strong consumption ability rated the attributes of local specialty products higher than those with low consumption ability.In addition,from the results of the multi-directional analysis,for products with high brand familiarity,the strength of the identifiability and cultural characteristics of the place of origin is more obvious,so the product design under the brand effect needs to pay more attention to the characteristics of the place of origin and the performance of regional culture,the higher the consumer’s preference and recognition,and conversely,for products with low brand familiarity,consumers are more interested in the visual external aesthetic intensity.Based on the above findings,the packaging design of Wuhan hot dry noodles,a product with local characteristics,was completed on the basis of the research on the influence of consumers’ preference for local characteristics,and a series of useful explorations on the packaging design and theoretical research of local products with local characteristics were conducted.