| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 87 === To strengthen the competitiveness of domestic agricultural products with respect to food safety, the Taiwan government set up a high-quality standard, the Chinese Agricultural Standards (CAS) mark in 1989. Firms or producers meeting strict sanitary standards are authorized to include the CAS mark on their product labels, and the promotional advertising is supported and funded by the government. Though the promotion activities of CAS have been working for years, there was not much literature discussing the performance and influences of the related promotion of CAS mark.
The thesis studies the consumers’ choices toward markets (traditional markets and supermarkets) and pork products (fresh and frozen pork) in Taiwan. One thousand questionnaires were sent to the families in Taipei, Taichung and Kaohsiung. After discarding incomplete or otherwise unusable surveys, 436 observations were used in our data set. Based on the data set, we used frequency statistics, factor analysis, cluster analysis, discriminant analysis and t test to analyze the characteristics of consumers who visit different markets and purchase various types of pork. Finally, we used sample selection model to distinguish the potential consumers of CAS pork from others.
The findings of this thesis are as follows. First, we find there are two types of consumers in Taiwan pork market: one is named as “tradition type” and the other is “modern type”. According to our findings, the former group prefers fresh pork to frozen pork. Moreover, they enjoy the location and time convenience of markets. They also prefer competitive prices of pork. On the other hand, the modern type consumers prefer clean and comfortable shopping environment and clear label information. Second, this study concludes that those who can’t shop in the morning are more likely to purchase CAS pork in the supermarkets. Finally, this study also find that current advertising and educational programs are effective methods promote CAS pork consumption in Taiwan.
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