Market Demand Analysis and Marketing Strategies for Zhangzhou Chinese Bayberry: Exploring New Directions for Sales

Jingyi Huang; Zongbin Dong; Lidan Zhang

doi:10.54691/64sdzt35

Authors

Jingyi Huang
Zongbin Dong
Lidan Zhang

DOI:

https://doi.org/10.54691/64sdzt35

Keywords:

Zhangzhou Chinese Bayberry; Agricultural Marketing; Consumer Behavior; Market Demand Analysis; Branding; Price Sensitivity; Distribution Strategies.

Abstract

Zhangzhou Chinese Bayberry, a premium fruit cultivated in the Zhangzhou region of Fujian, is renowned for its exceptional taste and high quality. Despite its strong local reputation, it has faced challenges in expanding its reach beyond local markets, particularly in high-end urban areas. This study explores the market demand for Zhangzhou Chinese Bayberry, identifies the factors influencing consumer purchasing behavior, and proposes marketing strategies to enhance its visibility and appeal, especially in high-income urban markets. Using a survey-based approach, the study examines consumer awareness, preferences, price sensitivity, and packaging considerations. The findings reveal that while taste and quality are the primary drivers of consumer preferences, price sensitivity and limited availability present significant barriers to wider market penetration. The study further identifies branding, packaging, and targeted pricing strategies as key factors for improving market reach. This research offers actionable insights for stakeholders, including farmers, marketers, and policymakers, to develop strategies that position Zhangzhou Chinese Bayberry as a premium product in broader markets.

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