碩士 / 國立臺灣海洋大學 / 應用經濟研究所 / 92 / Taiwan exported frozen roasted eel to Japan successfully since 1968 and the eel production and aquaculture acres in Taiwan had increased rapidly since then. Taiwan had become the largest eel exporting country in the world from 1980 to 1990. Facing the competition from China, Japan had decreased their imports from Taiwan for 24％ in 1979 and had reduced it’s import further in the following years. Facing the domestic consumer behavior is different from Japan, the domestic processors invent a new product form - frozen eel fillets without roasting, in order to expand domestic eel market effectively. The new product form is a 100 grams compact size frozen pack and it is ready to cook. This study conducted a telephone survey with the financial support from Taiwan Eel Farming Industry Development Foundation, to investigate the consumers’ behavior, to distinguish the characteristics of consumers, and to estimate the willingness-to-pay for frozen eel fillets. We will try to recommend the marketing strategies for the new eel products, and define a proper price for frozen eel fillets marketing in Taiwan.
This study utilizes the Contingent Valuation Method to specify the expenditure function and use the survival function modal via double-bounded dichotomous choice setting to estimate the WTP of consumers for frozen eel fillets. The results show that the WTP will be influenced by the following variables, expenditure of food away from home, the period and the satisfaction level when consumed eel products last time, place of purchased eel products frequently, preference of packing standards of roasted eel fillets or frozen eel fillets, consumer perception of eel products, sex, age, year of education, residence area and the starting price of WTP in questionnaire. We found that consumer’s average and median WTP for frozen eel fillets are NT$36.055 and NT$33.279 dollars per hundred grams, respectively. If the processors price the product by the average or median WTP, there are 41％ and 50％ of consumers are willing to purchase frozen eel fillets, respectively. We also found that the WTP of frozen eel fillets for consumer in various residence area is significant different. For example, the average and the median of WTP for consumers live in central Taiwan are NT$40.918 and NT$35.728 dollars per hundred grams, respectively, which are higher than the WTP of consumers who live in other areas of Taiwan.
Since the eel production in Taiwan exhibits seasonal patterns, we recommend the processors adjust their purchasing period for the raw materials, i.e., they could try to purchase the fresh eels when the farm price is low and process it during summer and fall, and then sell the frozen eel fillets in a higher price during winter and spring, to even out the fluctuation of the seasonal farm price pattern. Thus, the Taiwanese processors who process the frozen eel fillets could maximum their profits, and would help to stabilize the farm price when Japan reduce their roasted eel imports from Taiwan.
| Identifer | oai:union.ndltd.org:TW/092NTOU5452011 |
| Date | January 2004 |
| Creators | Hui-Ju He, 何惠茹 |
| Contributors | Chin-Hwa Sun, 孫金華 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 144 |
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