Marketing of Hawai’i Food Products in China

This study describes an integrated strategy for exploring niche markets and assessing consumers’ response to imported food products in China. Using a case study of Hawai’i food products, the analysis illustrates an approach to bundling various food items in order to increase their appeal to consumers. These products are presented to consumers in the form of gift baskets. Chinese consumers’ preferences and willingness to pay and purchase the gift baskets are evaluated using a contingent rating survey. The results indicate that bundling increases profits for each individual product, including the basket. Consumers are receptive to the idea of paying a price premium for quality imported food items with decorative presentation. Implications of the current research on other food items, particularly food product bundling are discussed.