한국산 배에 대한 대만 소비자의 선호도 분석

(The Consumers’ Preference about Korean Pear in the Taiwan Market)

Taiwan is one of the biggest countries that imports Korean pear and is critically potential market for temperate fruits. The purpose of this paper is to analyze the consumers’ preference for Korean pear in the Taiwan market. Field and survey researches were conducted to investigate the market and consumers’ behavior. A conjoint analysis also was conducted to present more specific analyses to define the consumers’ preference for commodity attributes of commodities on Korean pear. The results of the conjoint analysis showed the importance of attributes was in order of the crisp, size, packing unit, taste. The results of analysis provide the basic information of marketing strategies to expand the market share of korean pear in Taiwan.