This study utilizes the source–position–performance framework to examine the
competitiveness and consumer preferences of US fruits versus Taiwanese fruits in the local
markets based on the views of retailers and consumers. Retailers who sell relatively more
US fresh fruits over total values of fruit sales favor the characteristics of US fresh fruits.
Consumers do not value the relative importance of characteristics of US fresh fruits as much
as retailers do. Strategic marketing plans need to be designed for both retailers and …

This study utilizes the source-position-performance framework to examine the
competitiveness of and consumer preferences for US fruits versus Taiwanese fruits in the
local Taiwanese markets based on the views of retailers (n= 80) and consumers (n= 421).
Retailers who sell relatively more US fresh fruits over total values of fruit sales favour the
characteristics of US fresh fruits. Consumers do not value the relative importance of the
characteristics of US fresh fruits as much as retailers do. It is suggested that strategic …