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Competitiveness and consumer preferences of U.S. fruits in Taiwan

Author

Listed:
  • Jane Lu Hsu

    (Department of Marketing, National Chung Hsing University, Taichung, 40227, Taiwan)

  • Joyce Jong-Wen Wann

    (Department of Applied Economics, National Chung Hsing University, Taichung, 40227, Taiwan)

Abstract

This study utilizes the source-position-performance framework to examine the competitiveness and consumer preferences of U.S. fruits versus Taiwanese fruits in the local markets based on the views of retailers and consumers. Retailers who sell relatively more U.S. fresh fruits over total values of fruit sales favor the characteristics of U.S. fresh fruits. Consumers do not value the relative importance of characteristics of U.S. fresh fruits as much as retailers do. Strategic marketing plans need to be designed for both retailers and consumers to strengthen the acceptance of U.S. fresh fruits. A well-balanced promotion strategy emphasizing the overall superiority of profit-driven characteristics of U.S. fruits may encourage retailers to sell more U.S. fresh fruits. Highlighting information related to price and freshness of U.S. fruits may stimulate consumers to purchase more U.S. fresh fruits. [EconLit citations: M310, Q130.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 433-448, 2004.

Suggested Citation

  • Jane Lu Hsu & Joyce Jong-Wen Wann, 2004. "Competitiveness and consumer preferences of U.S. fruits in Taiwan," Agribusiness, John Wiley & Sons, Ltd., vol. 20(4), pages 433-448.
    • Handle: RePEc:wly:agribz:v:20:y:2004:i:4:p:433-448
    DOI: 10.1002/agr.20022
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    References listed on IDEAS

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    1. Kaufman, Phillip R. & Handy, Charles R. & McLaughlin, Edward W. & Park, Kristen & Green, Geoffrey M., 2000. "Understanding The Dynamics Of Produce Markets: Consumption And Consolidation Grow," Agricultural Information Bulletins 33747, United States Department of Agriculture, Economic Research Service.
    2. Allan N. Rae, 1997. "Changing food consumption patterns in East Asia: Implications of the trend towards livestock products," Agribusiness, John Wiley & Sons, Ltd., vol. 13(1), pages 33-44.
    3. Shida Rastegari Henneberry & Karen Z. Ackerman & Tommy Eshleman, 1992. "US overseas market promotion: An overview of non-price programs and expenditures," Agribusiness, John Wiley & Sons, Ltd., vol. 8(1), pages 57-78.
    4. Barry H. Adams & Kim L. Jensen & George C. Davis, 1997. "Knowledge and use of export assistance services by agribusiness," Agribusiness, John Wiley & Sons, Ltd., vol. 13(3), pages 285-294.
    5. Amy L. Sparks, 1992. "A system-wide approach to import demand for US fresh oranges," Agribusiness, John Wiley & Sons, Ltd., vol. 8(3), pages 253-260.
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    Cited by:

    1. Chao-Chien Chen & Hsiu-Ping Yueh & Chaoyun Liang, 2016. "Strategic Management of Agribusiness: Determinants and Trends," Journal of Entrepreneurship, Management and Innovation, Fundacja Upowszechniająca Wiedzę i Naukę "Cognitione", vol. 12(4), pages 69-97.

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