Product-based marketing strategies: pork consumption in Taiwan and Japan
Ching Yin Ip,
Chaoyun Liang
Abstract:PurposeThe present study surveyed consumers in Taiwan and Japan to analyse the influence of marketing mix on purchase intention and the willingness to pay for Taiwanese pork and to establish a marketing-oriented model of consumer behaviour.Design/methodology/approachA total of 1,134 valid Internet surveys were collected, which included 526 Taiwanese respondents and 608 Japanese respondents.FindingsAn analysis of the results indicated that product quality constitutes the foundation of marketing strategies and s… Show more
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