Consumer behavior, product innovation, and promotion mix: Basis for improved marketing strategies framework for oat industry

The optimization of marketing strategies is crucial for increasing the consumption of oat products, enriching market choices, and ensuring the sustained prosperity of the oat industry.With the continuous evolution of the food industry, the oat industry must adopt innovative marketing methods to maintain its market position and effectively compete with other breakfast and health foods.The purpose of this study is to explore the interrelationships between consumer purchasing behavior, product innovation, and promotional strategies, and to develop a strengthened marketing strategy framework for the Chinese oat industry.In this study, the researchers used descriptive research methods to define the research conditions in detail and conducted in-depth evaluations of the variables studied.The research subjects are 385 consumers in Shandong Province, who were consciously selected based on specific purposes.The data collection was conducted through a survey questionnaire, followed by detailed data analysis using SPSS software.The analysis results show that the respondents' recognition of social influencing factors is at a moderate level, and brand loyalty and price sensitivity are key factors affecting consumer purchasing behavior.The oat industry is implementing product innovation strategies through market and consumer, product and process technology, and sustainable innovation recognized by respondents.At the same time, these companies are also conducting advertising, promotion, and sales activities as part of their promotional mix, which has gained recognition from respondents.Research has found significant correlations between brand loyalty and sustainable innovation, as well as between price sensitivity and sustainable innovation.Based on these findings, this study proposes an improved marketing strategy framework for the Chinese oat industry and suggests making appropriate adjustments according to industry characteristics to enhance its market competitiveness.