Unveiling Consumer Preferences: A KANO-AHP Analysis of Packaging Demand for Agricultural Products

The aim of this study is to deeply understand user needs, and then accurately develop agricultural product packaging that meets market demands.An agricultural product packaging design method based on the Kano-AHP model is proposed to enhance the scientificity of the design and user satisfaction.Basic consumer needs are collected through interviews, and key elements involved in the development of agricultural product packaging, such as vision, function, demand and social responsibility, are clarified.Subsequently, twenty consumer demand factors were summarised and attributes were classified and analysed using the Kano model.Then, the weights of each demand factor were ranked using the Analytic Hierarchy Process (AHP) to determine the relative importance of different attributes on consumer preferences in agricultural packaging design.A comparative analysis of agricultural product packaging design in China and South Korea reveals that there are significant differences between the two countries in the ordering of the importance of packaging design factors.Based on these differences, this study proposes an agricultural product packaging design innovation path for the two countries' markets, which provides a valuable reference for enterprises.By combining the Kano model and the AHP method, it not only makes up for the limitations of the traditional Kano model, but also improves the accuracy of packaging design decision-making by ranking the weights of design elements.It promotes the rationality and scientificity of the packaging design of agricultural products and effectively handles the interaction between consumers and producers.Finally, the validity of the Kano-AHP model and the feasibility of the research results are further verified through cases, which provide a solid theoretical basis and practical guidance for the subsequent development of agricultural packaging design.