德國消費者對台灣椪柑消費偏好之研究

A Study on Germany Consumers' Preferences for Taiwan Ponkan

江秀娥(Hsiu-E Chiang) ； 楊世華(Shi-Hua Yang) ； 潘德芳(Te-Fang Pan)

《台灣農業研究》 57卷4期 (2008/12) Pp. 256-264

https://doi.org/10.6156/JTAR/2008.05704.03

摘要

基於台灣椪柑具有多汁香甜特性，如能進一步取得歐洲消費者對台灣椪柑之接受度資料加以驗證，可作爲擬具出口規劃之參考。因此，本研究以德國爲例，在2007年採用消費者試吃調查方式，蒐集到300位德國消費者對台灣椪柑之試吃意見等資料，以Logit模型測定其消費者人口特性與經濟特性對台灣椪柑之偏好程度，作爲拓展外銷市場之參考。研究結果發現：有8成3的德國受訪者表示喜歡吃台灣椪柑，顯示對於台灣椪柑的風味及品質，具有相當高的認同度；進一步分析受訪者之特性，發現受訪者爲女性、年長者、個人月收入在2,000歐元以下者，相對上喜歡吃台灣椪柑，是可以拓銷的對象。再者，考慮德國受訪者的月所得及願付價格等條件，台灣椪柑宜採平價策略，以爭取消費者之購買。然而要達到平價策略的價格優勢，應妥善規劃台灣椪柑的保鮮處理與運輸成本控管等相關因素。

關鍵字

椪柑 ； 消費偏好 ； Logit模型

並列摘要

Taiwan ponkan (Citrus reticulata Blanco) could be one of the citrus fruits with potential for export markets because of its juicy and sweet flavor. However, consumers' preference and acceptance is also an important factor in determination of export market of Taiwan ponkan. This study was conducted to survey consumers' preferences for Taiwan ponkan in Germany, using Logit model for analyses. Based on a total of 300 people surveyed in Germany in 2007, the respondents favorable for the flavor and quality of the Taiwan ponkan reached 83%, revealing a high level of acceptance of this citrus fruit. Moreover, among all consumers surveyed, the groups favorable for Taiwan ponkan were female, the elderly and people with monthly income below 2,000 Euro, suggesting that these groups would be the target of consumers for Taiwan ponkan in Germany. Therefore, consumers' income and retail price should be the main factors for consideration of exporting and marketing high-quality Taiwan ponkan in Germany.

並列關鍵字

Ponkan ； Consumers' preferences ； Logit model