Influence Fruits Packaging on Chinese Female Consumers’ Purchase Decisions

This research aims to have better understanding on how Chinese women shoppers make decisions, specifically they decide selecting fruits for their families, and this affects attitudes behaviours towards domestic foreign brands. It is important a clear of consumer preferences will help the businesses marketers in attracting maintaining primary customer group. using focus groups able obtain opinions insights twenty respondents about experiences purchasing fresh fruits. Data was collected Henan city Hunan Province through structured interviews with consumers who experience at major supermarkets fruit stores. were analysed thematic analysis. The findings shows that positive views organic label, attention safety, impression significance features are most influential determinants intention pay higher price. In addition, more likely be willing premium if packaged appealing transparent containers. study packaging composition freshness provides an effective marketing strategy local manufacturers 'traditional' marketplaces. We also found customers place value green packaging's functionality, such as its portability, reusability, safety features, than it does pricing or aesthetics.