Identification and Prioritization of Customer Needs and Preferences Based on Mixed-Method Research (Thematic Analysis in Focus Groups and Importance-Performance Test)

Document Type : Research Paper

Author

Department of Management, Faculty of Humanities and Social Sciences, Golestan University, Gorgan, Iran.

10.22034/cbsj.2025.141917.2741

Abstract

The present study aimed to identify and prioritize customer needs and preferences based on mixed-method research in the dairy industry. This research employed a mixed-method approach (qualitative-quantitative) to examine customer needs and key demands from dairy companies and products. The statistical population included dairy industry customers in Mashhad. In the qualitative phase, 23 individuals participated in five focus groups, where 60 factors influencing the purchase of dairy products were identified using thematic analysis. These factors were categorized into 14 main components, including product health, product nature, external product factors, product structure, personality and psychological factors, company identity, production power and competition, distribution, competitive pricing, awareness factors, social factors, and store capability, using MAXQDA software (2020). In the quantitative phase, 517 questionnaires were collected from different areas of Mashhad through stratified sampling. The validity of the questionnaires was confirmed through content and construct validity, and their reliability was confirmed with Cronbach's alpha. Statistical analyses were conducted using SPSS software. The results indicated that intrinsic factors, product structure, product health, and company production power are of high importance, but companies have shown weak performance in these areas. Customers prioritize products, favoring those with a more organic and healthier structure.

Keywords

Main Subjects

References

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Consumer Behavior Studies Journal
Volume 12, Issue 4
April 2026
Pages 225-244

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