Purchasing and consumption behaviors, attitudes, opinions and expectations of Taiwanese urbanites toward cheese Public Deposited

http://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/5138jj053

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  • A focus group interview consisting of 25 international Taiwanese students and a consumer survey in which 793 native Taiwanese urbanites participated were conducted. Both studies investigated the purchasing and consumption behaviors, attitudes, opinions and expectations of Taiwanese people toward cheese. The focus group results provided good predictions and explanations of survey findings. Consuming fast foods introduced cheese to Asians. However, cheese may not be the main reason to consume fast foods. Cheese was considered as an ingredient in foods. Consuming cheese at a restaurant was more frequent than at home. Cheese sandwiches, fast foods, au gratin foods, cheesecake and spaghetti were popularly consumed at restaurants. Home consumption frequency of cheese was less than once a month. Subjects whose parents and elders do not accept cheese, were not knowledgeable about cheese. Chinese culture influenced subjects' attitudes and behaviors relating to cheese. First, cheese was consumed in a hot and melted form. Then, small packages of cheese were purchased for home use. Finally, subjects were willing to try new Chinese foods specially developed for cheese. Sensory, visual and marketing factors influenced decision-making of cheese purchasing. Strong product characteristics affecting cheese purchasing were price (moderate), health concerns (low in fat and cholesterol and high in calcium) and form (sliced cheese individually wrapped with plastic film). The important sensory expectations of cheese were the presence of stringiness (appearance and texture), creaminess (aroma), softness, fineness, melted in hands, and smoothness (texture), and milkiness and buttery (flavor) and the absence of oiliness (appearance and flavor), stickiness (appearance) and bitter and sour aftertaste (flavor). Finally, several suggestions to U.S. cheese industries were offered in order to help them establish a successful export market in the integrated Chinese marketplace, the market with the most potential in Pacific Rim Asia.
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  • description.provenance : Approved for entry into archive by Patricia Black(patricia.black@oregonstate.edu) on 2011-07-15T20:51:51Z (GMT) No. of bitstreams: 1 TsaiI-Min2003.pdf: 1797115 bytes, checksum: 92171936b8f658469031f196b9d68e4a (MD5)
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