Consumer Behavior and Willingness to Pay for Taiwanese Frozen New-Year-Dish

• Main Authors: Yi-Sing Lin, 林羿杏
• Other Authors: Yu-Hui Chen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/31113854898545686803

碩士 === 國立臺灣大學 === 農業經濟學研究所 === 103 === During the Chinese New Year, pre-order new-year-dishes brochures are distributing to customers through different retail channels such as convenience stores, supermarkets and hypermarkets, restaurants and online shopping websites in Taiwan. Some stores advertise products by cooperating with master chefs and others by proposing with famous shops in order to attract buyers. Followings with busy life styles which people line on, the frozen food is really popular nowadays. Moreover, increasing in the food safety awareness because the food safety scandals occur repeatedly. Certification is the important factor in improving the food safety management. Therefore, this research aims to understand the behavior of consumers in Taiwan toward frozen new-year-dishes, and how endorsement and certifications contribute to their decisions making. The result shows that time-saving is the major reason why consumers buy frozen new-year-dishes. Most clients are female, age between 40 to 59, married, degrees in college, non-religion, 60 to 70 percent are frozen new-year-dish arrangers, 3 family members, and having new-year-dishes dishes together with 4 to 8 people. This result shows no huge difference than the past research but the marketing channel and the consumer awareness could be the reason why there is a slightly variance. Conclusively, the variance on the consumer preference so the RPL method was adapted to analysis. The findings show that the WTP of the menu is diverse in Buddha jumped over the wall, traditional Chinese dishes, certification, healthy regimen, good tasting or sold from the restaurants. The WTP for Buddha jumped over the wall could be up to NT$512, selling from the famous shop is almost about NT$270, NT$321 is for the certification cuisine and the restaurant is NT$274. According to the variation in costumers through diversifying marketing channels, special products and selling strategies, it could been used in designing new-year-dishes and marketing.