Product-based marketing strategies

Pork consumption in Taiwan and Japan

Bibliographic Data

ID21295453
AuthorsChing Yin Ip (0000-0001-6440-925X, Fu Jen Catholic University), Chaoyun Liang (0000-0001-6608-7717, National Taiwan University)
Year2024
Volume126
Issue3
Pages1202-1216
Publication date2024-02-14
Open AccessYes
TypeARTICLE
VenueBritish Food Journal (JOURNAL)
Journal identifiersISSN: 0007-070X • E-ISSN: 1758-4108
PublisherEmerald (PUBLISHER)
DOI10.1108/bfj-02-2023-0158
OpenAlexW4390078779
LanguageEN
References cited44

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

Affect (linguistics) · Business · Consumption (sociology) · Economics · Marketing mix · Originality · Product (mathematics) · Promotion (chess) · Qualitative research · Quality (philosophy) · Value (mathematics) · Willingness to pay · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Marketing · Organic Food and Agriculture

Tools

Open DOI