POSITIONING VIETNAM’S PANGASIUS CATFISH IN THE FRENCH MARKET USING DISCRETE CHOICE MODEL

Abstract

The study used discrete choice model to investigate the position of Vietnam’s Pangasius catfish in the French market. Data was collected via a choice experiment designed for 12 aquaculture species familiar to French consumers. The random parameter model was estimated and used to calculate the share elasticity. The market position of the aquaculture products in this study was calculated based on the competitive clout, vulnerability scores, and ranked-order implicit values. The results show that Vietnam’s Pangasius has a low competitive clout, high vulnarability score, and low ranked-order implicit value. A latent class model was also estimated for comparison and acquisition of additional information. A strong segment of Pangasius (11.9%) is described by low income and education consumers, women at mid-age dominated, and family with children. To improve the Pangasius position and image in the international market, Vietnam needs promotional and marketing campaigns at global level for the product.