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โครงการหนังสออเล็กทรอนกสด้านการเกษตร เฉลมพระเกียรตพระบาทสมเด็จพระเจ้าอยู่หัว
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Consumer Insight
The consumer insights for longan in Chinese market are reflected in the
promotion contents of the sellers (Figure 4.8), positive keywords in the
promotion message and negative comments from customers (Figure 4.9).

From analysis of the promotion message and feedback from customers, the
positive key words for category longan include “Traditionally nutritional”,
“Sweet and juicy”, “Crisp & tender”, “Fleshy and thin skin”, “Moist”, “Chewy”,
and “Crystal clear”, and The most frequent complaints are: “Dry”, “A
particular smell”, “Not fresh, rotten”, Germinating”, “Small size”, and “Not
sweet”. Messages about “High-quality orchard” and “Claimed advantages of
longan from Thailand compared with local ones” are popular topics.
12. P114 figure 4.8 （Revised）
Figure 4.8 Promotion Contents for Longan in Chinese Market

High Quality Orchard Thai Longan vs. Chinese Longan

Source: Compiled by CASPIM
Graph Credit: 1) product.suning.com; 2) taobao.com
Graph Credit: 1) product.suning.com; 2) taobao.com

114 Market