Study On The Package Shape For The Tea Drinks’Container To The Influence Of The Consumer’s Option Behavior

With the continuous development of modern society, the commodity isunceasingly rich, consumers have more choices than previously. So, as we knowmarketing4P theory (price, channel, product and promotion), more and more peopleare proposed to packaging, to become the fifth "P" marketing strategy. However affectproduct packaging is composed of many factors, and product packaging shape as thedirect factors influencing consumers’ product, plays an important role. And thedomestic and foreign experts and scholars have studied the shape for consumers tobuy influence. But at present, a lot of research on shape based on packaging designperspective, neglected the consumer to the behavioral changes of different package.Based on this, this paper chose the low involvement of tea beverage packaging asthe research object, using the experimental study on quantitative research methods. Inthis paper, the shape of tea beverage packaging as the independent variable, withproduct features, product taste as regulating variable, consumer attitude toward theproduct, purchase intention and consumer choice as the dependent variable. To collectfirst-hand data through the experiment, using the statistical analysis method to analyzethe data processing, finally it is concluded that the experimental results, incombination with the practical situation of the market, marketing Suggestions aregiven.The results show that:(1) the packaging shape have significant influence on theconsumer attitude and purchase intention for products, and product function and theadjustment of taste;(2) the attitude in the packaging shape influence consumerpurchase intention and the product function and taste in the process of adjustment,intermediary role;(3) the packing shape have influence on consumer purchase option,and the product function and taste.