Factors Affecting Consumer Preferences for Shrimp in Taiwan

Survey data of food consumption were analyzed utilizing stepwise logistic regression to investigate factors\ud affecting consumer choice of shrimp as the most frequently consumed non-fish seafood in Taiwan. Demographic factors,\ud consumer attention to food attributes, and consumer preferences for fish were considered in modeling. Results showed more\ud people preferring shrimp than actually choosing shrimp. Those choosing shrimp as the most often consumed seafood tended\ud to have higher personal income, lived in southern Taiwan, and/or chose shrimp as their favorite seafood, while those who\ud chose shrimp less often were married and/or lived in Middle Taiwan. Those who chose shrimp as the favorite consumed\ud seafood tended to be married, white collar workers, liked to eat fish, had higher personal income, lived in middle Taiwan,\ud and/or chose shrimp as the most often consumed, while those who disfavored shrimp tended to be believers in the religions of\ud Yi-Guan-Daoism or of Daoism