Journal of Taiwan Agricultural Research

Author:Hsiu-E Chiang, Shi-Hua Yang*, and Te-Fang Pan

Abstract:

    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.

Key words:Ponkan, Consumers’ preferences, Logit model

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