| Summary: | 碩士 === 國立中興大學 === 農業經濟與行銷碩士學位學程 === 107 === In recent years, the competition in Taiwan''s fresh milk industry has become increasingly fierce, products have gradually diversified, and consumers have more and more product choices. This study explores the potential demand preferences of Taiwanese consumers for the attributes of fresh milk products by choice experiment method. Using multinomial logit model to estimate consumers'' willingness to pay for five attributes of fresh milk products, such as "brand", "fresh milk label", "certification institution", "organic feed" and "feeding method", provide relevant units to make reference in marketing strategy, product positioning and policy formulation.
A total of 266 questionnaires were collected in this study. The empirical results show that the highest willingness-to-pay among consumers in the individual attributes is 111.99 NTD for organic feed, followed by 110.18 NTD for feeding method, 69.67 NTD for fresh milk label, 47.95 NTD for certification institution, and 46.95 NTD for brand. In addition, among the different respondents, the interviewed group with the habit of purchasing organic fruits and vegetables has the highest price of 215.76 NTD for the organic feed attribute. Moreover, compared with other interviewed groups, women over the age of 40 has the highest willingness-to-pay for five attributes of fresh milk products, which includes brand, fresh milk labels, certification institution, organic feed and feeding method.
Therefore, based on the empirical results, this study provides the following recommendations to the dairy industry: (1) It can help to make full use of this important attribute of organic feeding, combined with the way of organic feeding production, to promote its products for the consumer groups that have the habit of buying organic fruits and vegetables. It will help to gain a competitive advantage over traditional fresh milk. (2) Setting the female consumers over the age of 40 as the target group for major marketing and sales can effectively expand the sales volume of fresh milk products, thereby increasing market share.
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