A Study on Consumer Behavior of Pork in Taiwan
Date Issued
2009
Date
2009
Author(s)
Yeh, Cheng-Hsing
Abstract
Pork is considered as the major type of meat as that our nationals take for consumption. Take year 2007 for illustration, the amount of meat consumption among every individual per year should amount to 78.95kg, while the amount of pork has reached 39.95kg, accounting for 50.6%, which is considered as an important industry within the system of agricultural economy. In our environment of fast economic development today, the shopping mode of consumption has turned completely different from that of conventional society, and it is necessary that we have appreciate the consumption behavior, preference, and mode and habit of consumption for pork among our consumers to facilitate our policy formulation on pig-raising. On the other hand, the Council of Agriculture, Executive Yuan, has, from year of 2004, started to plan and facilitate the resume system of production and distribution regarding agricultural products. It would still take some time to see if the appreciation of the system by consumer will affect their willingness for purchase, achieving market segmentation and differentiation of product and service provided. As such, this study would, aside from the investigation of fundamental consumption mode of consumers for pork, their preference, and the cognition of safety and risk for pork, also explore if our nationals are willing to choose pork given with safe resume system of production and distribution. The habit that affects consumers to purchase pork includes four respective factors as age group, educational background, family income, and the population element as family structure. This study has based on family as its unit, and has conducted questionnaire survey upon the primary purchaser of pork, which are then carried out of analysis with figure statistics, Chi-square test, and Logit model so as to differentiate the preference of demographic characteristics among consumers with various features. It is hoped that the study can help appreciate the purchase intention of consumers for pork labeled with production and distribution resume so that can be provided as reference information for relevant authorities as they employ in the policy for their future publicity and sales promotion.
Subjects
Pork
Consumer Behavior
Market Segmentation
CDP Model
Logit Model
Type
thesis
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