Product-based marketing strategies: pork consumption in Taiwan and Japan
Journal
British Food Journal
Journal Volume
126
Journal Issue
3
Start Page
1202
End Page
1216
ISSN
1758-4108
0007-070X
Date Issued
2024-02-14
Author(s)
Ching Yin Ip
Abstract
Purpose
The present study surveyed consumers in Taiwan and Japan to analyse the influence of marketing mix on purchase intention and the willingness to pay for Taiwanese pork and to establish a marketing-oriented model of consumer behaviour.
Design/methodology/approach
A total of 1,134 valid Internet surveys were collected, which included 526 Taiwanese respondents and 608 Japanese respondents.
Findings
An analysis of the results indicated that product quality constitutes the foundation of marketing strategies and significantly affects purchase intention and willingness to pay through physical evidence, promotional activities, place and price. Both physical evidence and product strongly affect the purchase intention of Taiwanese consumers, followed by price, whereas price and physical evidence significantly affect willingness to pay. For Japanese consumers, price, product and promotion strongly affect purchase intention, but place and physical evidence exert negative effects; by contrast, price and promotion significantly affect willingness to pay.
Originality/value
The results determined that a modified marketing mix should be applied for agricultural products. In the domestic market, marketing should promote the modernisation and scale of pork farms and possibly the brand value or market rarity. In international markets, particularly those of neighbouring countries, marketing should focus on the promotion of Taiwanese pork as a high-quality, reasonably-priced product with transparent product information and convenient purchase channels. This study contributes to the application of marketing theory to the market for staple foods by incorporating considerations for domestic and international markets.
Subjects
Japan
Marketing mix
Pork
Purchase intention
Taiwan
Willingness to pay
D12: Consumer Economics: Empirical Analysis
M31: Marketing
N35: Asia including Middle East
Q13: Agricultural Markets and Marketing • Cooperatives • Agribusiness
SDGs
Publisher
Emarald
Type
journal article