Branded pork consumption in Taiwan: Analysis of market and product choice

This article studies branded pork consumption behavior in Taiwan. Because branded pork is only available in some markets, the consumer decision process involves two stages: the first relates to a consumer's choice of market, and the second is the consumer's product choice (frozen branded pork vs. fresh pork). The results of a two-stage consumer choice model are presented along with discussion of consumer preferences and purchase habits. The implications for developing branded, certified food products in rapidly developing Asian markets are discussed. © 1998 John Wiley & Sons, Inc.