Service innovation and product innovation development on consumer behavior of Huaniu apples in Northwest China

บทคัดย่อ

          This study delves into the intricacies of consumer behavior and purchasing patterns in the context of high-quality agricultural products. Leveraging qualitative research methods, particularly in-depth interviews, the research explored the subjective experiences, motivations, and decision-making processes of consumers. A purposeful sampling strategy was employed to select 20 participants, representing diverse demographics in terms of age, gender, income level, and cultural backgrounds. The findings shed light on the multifaceted factors influencing consumer preferences and choices. Furthermore, the study's thematic analysis uncovered recurring themes and emerging concepts related to consumer behavior. The results contribute valuable insights for businesses and policymakers aiming to tailor marketing strategies and product development to meet the evolving needs and preferences of consumers in this dynamic agricultural sector.