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TTM Seven Crop Project Conducts Consumer Behaviour Survey

THE Taiwan Technical Mission worked along with the Ministry of Agriculture, Fisheries, Physical Planning, Natural Resources and Co-operatives, and local chain supermarkets to conduct a consumer behaviour survey in November 2019. This survey was focused on the consumers’ attitudes, motivations, and perceptions of local crops. The initial results of the study 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 also to reduce its import bills.

During the opening remarks, the Chief of Taiwan Technical Mission, Mario Cheng, mentioned that he expected more fulfilling results from the project this year. The results will include a refurnished packhouse, a new Agricultural Resource Intelligence System, and a complete agricultural distribution system toward targeted farmers.

On 22nd January, the intern, Cheng-Wei Ku, from Taiwan Technical Mission presented results of the consumer research and crops data analysis to stakeholders, such as the project team, the purchasing manager from Massy Stores, the extension and communication officers from the Ministry of Agriculture, and the representative of the Inter-American Institute for Cooperation on Agriculture (IICA).

The presentation not only included the primary results of the consumer behaviour research in the local chain supermarkets, but also mentioned crop trading data analysis from 2016 to 2019, which provides for domestic crop consumption and imported crops trading volume on the seven crops. The consumer research showcases the consumers’ 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 into consideration. Also, the crop trading data analysis showed the trend of local purchasing and imported quantity in the selected seven crops.

With this research, the project team can now promote local produce and deliver marketing campaigns more precisely. The analysis of crop data will also help farmers plan crop production to increase market access for local produce.

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