The Study of Consumer Perception and Purchase Intention of Eel(Anguilla) products in Taiwan
| Autor: | Chen-Han Wu, 吳辰瀚 |
|---|---|
| Rok vydání: | 2017 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 105 In order to solve the problem of resource shortage of Anguilla japonica fry, Taiwan has started the farming of A. marmorata and A. bicolor for not to long but a few years ago. The A. japonica industry, each link has been well developed and mature for the long time in culture, transportation and sale. Unlike the A. japonica industry, A. marmorata and A. bicolor products are currently showing a state of market singularity, and the market demand is decreasing. In order to cope with this problem, a new market demand should be exploited. But the domestic market of A. marmorata and A. bicolor is not clear. Therefore, the objective of this study is to understand the Taiwanese awaremess of the eel products and the preference of buying the products of the A. marmorata and A. bicolor products. As a result, it would be a way to promote the demand of A. marmorata and A. bicolor in Taiwan for future. A questionnaire survey was conducted directly to consumers, and the analysis was carried out by chi square analysis, ANOVA and logistic regression analysis. Our results showed that 90% of respondents consume eel products, but only 10% of the respondents have consumption of Giant mottled eel and Black eel product experience. Nearly 80% of respondents who know Giant mottled eel and Black eel have no way to buy these products since there is no such a market. The respondents, who buy Giant mottled eel and Black eel can purchase the products through the market channel of restaurant, farmer or wholesalers but not the traditional markets, and supermarket either. This indicated that marketing channel is not efficient at present time and therefore, decreases the demand a lot. Additionally, many consumers prefer more variety in Giant mottled eel and Black eel to unique products such as roasted eel or stewed Giant mottled eel with herbs. In price preference survey, accecptable market price of roasted product was in a range of 701 to 800 TWD/600g for experienced consumers but 601 to 700 TWD/600g for nonexperienced consumers, both of the price ranges are much lower than the current market price od 1,100 TWD/600g. Acceptable price for fresh product ranged from 601 to 700 TWD/600g for experienced consumers but 501 to 600 TWD/600g for nonexperienced consumers, both of that are much lower than the current market price of 900 TWD/600g. Most of the consumers were in favor of the products because of they are nutritious instead of price concern. At present time, the market familiarity of Giant mottled eel and Black eel is not too well to know by consumers. This indicates that there is a lot space to exploite the market potential. Overall speaking, these still have many advantages to be accepted by consumers. However, lack of efficient marketing channel reduced the demand. Finally, we suggest that to increase the domestic demand of Giant mottled eel and Black eel may be promoted by varied commercial programs, such as commercial TV/Internet, to increase the demand potertial. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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