The Influence Of The Package Specification On Typical Preference Of Products

The package specification is one of the clues that consumers can easily contact and deal with.Enterprises can also attract consumers by emphasizing some features of products through the package specification.As the differences of product category subdivision become more and more subtle,consumers have different perceptions of different types of products.The package specification,as the commonly used marketing communication tool,should also change with the changes in consumers’ perceived product types.From the perspective of mental accounting theory,this paper examines the effect of the package specification(large vs.small)on consumers’ purchase intention of different types of products(typical products vs.atypical products).The results show that consumers’ purchase intention of different types of products is affected by the package specification.Compared with the large package specification,the small package specification is more likely to promote consumers’ purchase intention of atypical products,and perceived acquisition value mediates the relationship between the package specification and purchase intention of atypical products.Compared with the small package specification,the large package specification is more likely to promote consumers’ purchase intention of typical products,and perceived transaction value mediates the relationship between the package specification and purchase intention of typical products.Finally,the self-construal will also play a moderate role.Specifically,for independent individuals,the package specification has a significant impact on product typicality preference;For the interdependent individuals,the package specification still has a significant influence on the purchase intention of typical products,but the package specification no longer has a significant influence on the purchase intention of atypical products.The research conclusion is of great significance to the theoretical study of product typicality and the package specification,and provides valuable suggestions for enterprises’ marketing strategies,which are mainly reflected in the following three points: Firstly,enterprises need to create appropriate package design according to the characteristics of products.Secondly,in product positioning,enterprises need to consider consumers’ cognitive differences between typical and atypical products.For atypical products,the adoption of the small package specification is more conducive to promoting individual expectations of efficacy and quality of such products.Thirdly,when products are in different stages of market scale development,enterprise managers should design corresponding product package specification.