Abstract
AbstractThis study utilizes the source–position–performance framework to examine the competitiveness and consumer preferences of U.S. fruits versus Taiwanese fruits in the local markets based on the views of retailers and consumers. Retailers who sell relatively more U.S. fresh fruits over total values of fruit sales favor the characteristics of U.S. fresh fruits. Consumers do not value the relative importance of characteristics of U.S. fresh fruits as much as retailers do. Strategic marketing plans need to be designed for both retailers and consumers to strengthen the acceptance of U.S. fresh fruits. A well‐balanced promotion strategy emphasizing the overall superiority of profit‐driven characteristics of U.S. fruits may encourage retailers to sell more U.S. fresh fruits. Highlighting information related to price and freshness of U.S. fruits may stimulate consumers to purchase more U.S. fresh fruits. [EconLit citations: M310, Q130.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 433–448, 2004.
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