The impact of product picture packaging on the purchasing of customers with different purchasing frequencies

Abstract

In today's food industry, the competition is becoming more and more fierce, product packaging as a feature of publicity, more and more attention by marketing managers. And in the food industry packaging types, there are product packaging pictures occupy the majority. When customers are faced with the packaging of products, the purchase frequency of customers is a common difference factor. Different customers have different needs for a particular commodity, and their purchase frequency is also different. In this experiment, we tried to explore whether different purchase frequency would affect customers' product cognition when customers were faced with the product physical picture packaging. This study focuses on one specific food, coffee. To see if different customers react similarly to the product.