In order to improve the image of domestic agricultural product in Taiwan and to alleviation the harm owing to attending WTO, the Council of Agriculture has coached farmers for building up and promoting domestic branding fruits from 1998. Although the peasantry has been devoted to the promotion of domestic branding fruits for eight years, consumers still regard domestic branding fruits as only a kind of better level fruits. This research intends to set up plans to emphasize the difference between domestic branding fruits and regular one, to increase the channels for marketing domestic branding fruits, and to discuss the diverseness of the fruits purchasing patterns for promoting domestic branding fruits.
A survey was conducted in Taipei, Taiwan, and the total valid samples in this research were 130, including 82 consumers who seldom buy domestic branding fruits and 48 consumers who buy domestic branding fruits frequently.
The results based on the factor analysis indicate that consumers consider various dimensions including the promotion of the Council of Agriculture and the farmers’ associations, the influence of the retailers, purchasing care, the preference for fruits, the price, the experience and image of purchasing domestic branding fruits, the willingness to pay for domestic branding fruits and the mark of Good Agricultural Practice (GAP), and brand and loyalty while purchasing fruits.
The respondents who buy domestic branding fruits frequently are relatively younger with higher education level, and live in smaller households. They pay more attention to the promotion of the Council of Agriculture and the farmers’ associations, the influence of the retailers, the preference for fruits, the willingness to pay for domestic branding fruits and the mark of Good Agricultural Practice (GAP), and brand and loyalty significantly. The respondents who seldom buy domestic branding fruits seem to care more about the price while buying fruits oppositely. The information about domestic branding fruits that consumers really receive comes from retailers’ promoting, other peoples’ speaking, and the advertisement of fruiters. The five farmers’ associations were interviewed and several suggestions were provided. This study also adopts seven retailer’s opinions. According their comments, we found out that the most important point is classification. If the Council of Agriculture or farmers’ associations can implement this point more strictly, the consumers in Taiwan will trust the domestic branding fruits.