Exploring Consumer Behavior and Preferences toward White Shrimp in Taiwan

Abstract

This study identifies and explores the key factors and issues that influence Taiwanese consumer behavior and preferences when it comes to the consumption of white shrimp. It aims to increase consumer confidence in, and purchase intention for, private-brand white shrimp and to develop marketing strategies and models for farmers who operate a self-produced, self-sold model. This study adopted the Alphabet theory and EKB modeling to obtain a holistic picture of white shrimp purchase behavior and consumer preferences. A semi-questionnaire was conducted with 921 consumers of white shrimp between November 2020 and March 2021, of which 787 questionnaires were valid and used in this study. Our study revealed the following noteworthy points. Freshness and drug residue are the two main concerns of white shrimp purchasers. The results of the consumer study show the existence of statistically significant differences between the defined segments in terms of general characteristics, consumption habits and behavior, and motivation for product awareness and purchase intention, as well as determination of the option of obtaining white shrimp for consumption. Our findings suggest that there is a significant correlation between product awareness and purchase intention. This has a number of practical implications for the self-produced, self-sold aquaculture farmer. In particular, it highlights the importance of the following: 1. establishing connection and trust by business model innovation, 2. improving product image and value, 3. providing product safety information to increase purchase intention and willingness to pay, and 4. developing production and sale plans in response to market demand.