Title: Traditional agriculture product repositioning: goat milk in Taiwan

Authors: Judy F. Chen; Clyde A. Warden

Addresses: Business Administration Department, Overseas Chinese University, Taichung, Taiwan ' Marketing Department, National Chung Hsing University, Taichung, Taiwan

Abstract: Traditional foods facing market decline can use consumer science approaches to define market segments and redesign the product. This study highlights the traditional food of goat milk in Taiwan that is locally well-known for its healthiness and has a historical distribution channel oriented to conveniently serving the young child market-post weaning and milk allergies. Market shifts and demographic trends place this traditional approach at risk. We show how conjoint analysis is used to define the most important attributes of this traditional food and what parts can be updated to better fit modern retailing trends. Eighteen conjoint scenarios are presented to consumers through images, defining both the part-worth utilities and importance of product attributes in a sample of 208 respondents. Results show the key attributes linked to tradition help define, in the mind of the consumer, this traditional food and the attributes that are open to updating.

Keywords: conjoint; choice analysis; traditional food; segmentation; goat milk; dairy; health claim; nutrition awareness; consumer science; Taiwan; lactose intolerance; certification.

DOI: 10.1504/IJAITG.2020.106008

International Journal of Agriculture Innovation, Technology and Globalisation, 2020 Vol.1 No.3, pp.238 - 252

Received: 12 Nov 2018
Accepted: 31 Mar 2019

Published online: 24 Mar 2020 *

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