Journal of Taiwan Agricultural Research

Author:Te-Fang Pan and Hsiu-E Chiang*

Abstract:

Murcott tangor is one of promising citrus in Taiwan. The annually yield of Murcott is only 10,080 MT, which is nearly one-tenth the amount of other citrus like Liuchengs. It has high market values and is an ideal object for transfer- planting from other surplus citrus. Hence, Murcott-planting needs prompt extension. This study attempts to examine the effects of factors for potential consumption of Murcott for the guidelines of its development. With 16 taste meetings at local farmer associations, 1527 persons participated in savor opinion polls. On the characteristic of the limited dependent variable, the demand of Murcott was especially estimated with Tobit model to obtain the consistent and unbiased estimates. The results showed that the own price, income level as well as the characteristic of likes for Murcott are estimated significantly at 5% significant level. These estimates may provide the basis for a useful Murcott-developing on production, pricing, planning and promotion.

Key words:Murcott tangor, Tobit model

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