In a collaboration between the Taiwan Technical Mission, with the Ministry of Agriculture, Fisheries, Physical Planning, Natural Resources and Co-operatives, and local chain supermarkets, in November 2019, a consumer behaviour survey was conducted that was focused on the consumer’s attitudes, motivations, and perceptions of local crops. From the initial results of the study, it suggested that the marketing strategy could emphasize more on social appeals.
This research survey is attached to the project for enhancing the efficiency of the production-distribution supply chain in the fruit and vegetable sector, as known as the Seven Crop Project. This study was conducted by the intern of this project, Cheng-Wei Ku, as instructed by the project specialist from the mission, Ai-Lin Chen.
The purpose of this project is not only increasing the sale volume of local produce among the seven crops, namely, bell pepper, lettuce, cantaloupe, cabbage, tomato, pineapple, and watermelon, to supermarkets and hotels but to also reduce its import bills.
During the opening remarks, the chief of Taiwan Technical Mission, Mario Cheng, mentioned that he will expect more fulfilling results from this project this year. The results will include a refurnish packhouse, a new Agricultural Resource Intelligence System, and a complete agricultural martials distributed system toward targeted farmers.
The consumer research showcases the consumer’s attitudes, motivations, and perceptions of local vegetables. The study revealed the increasing preference and importance among today’s consumers to take health/nutritional decisions supporting the local economy factor into consideration. Also, the crop trading data analysis showed the trend of local purchasing and imported quantity in the selected seven crops.