Abstract
Despite serious concerns regarding the health implications of sausage products, these items remain a staple in many families' diets. Considering the significant role of consumers in shaping the market and the direct impact of these products on individuals' health, the present study aimed to identify precise consumer expectations and practical strategies for improving the quality of these products. This qualitative research was conducted using semi-structured interviews. The study population consisted of adults aged 18-60 living in Tehran, the capital of Iran. To maximize demographic and geographic diversity across different regions of Tehran, purposive sampling was employed. A total of 43 individuals participated in this study. Data were analyzed thematically using MAXQDA2020 software. The findings revealed that the primary concerns of consumers regarding sausage products are related to their quality, health, and safety. Participants emphasized the importance of improving the health and safety of these products as the most critical strategy. The enhancement of sensory characteristics, the implementation of appropriate packaging, the promotion of honesty in labeling, and the rigorous oversight by regulatory authorities were identified as other measures that could contribute to this goal. The results of this study demonstrate that consumers seek higher-quality and safer sausage products. It is therefore the responsibility of producers to meet consumer expectations and fulfill their social responsibility to protect public health by enhancing production standards, using high-quality and natural raw materials, and providing accurate information to consumers.