| الملخص: | The global marketplace has become increasingly saturated with a diverse range of fruit products, posing significant challenges for marketers and businesses in understanding consumer behavior towards these products. This study aims to investigate consumers’ perception of domestic and imported fruits, employing a qualitative approach to explore the complexities of consumer preferences and decision-making processes in the fruit market. This research was conducted from July to September 2023 in Manado City, North Sulawesi Province, Indonesia. Sixty interviews were conducted, with participants selected through convenience sampling and the data was analyzed using qualitative analysis. The results reveal that consumer perceptions of domestic and imported fruit products are multifaceted, with safety concerns, flavor preferences, affordability, accessibility, and cultural influences playing significant roles. The findings of this study offer several practical implications for industry stakeholders and provide strategy to strengthen and enhance of both marketing of domestic and imported fruits. © 2024 Institute of Physics Publishing. All rights reserved.
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