alexa Consumer preference of rice-based products: cross cultural study between Thailand and Australia
Business & Management

Business & Management

Journal of Hotel & Business Management

Author(s): K Tengpongsathon, K Nanthaicahi, R Mason, H Rimkeeree

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This survey was conducted to compare attitudes between Thai consumers toward rice-based products and Australian consumers, to obtain ideas that should be developed high potential rice-based products for each country. The standard questionnaire used in both countries consisted of four sections on face-to-face interviewing on demographic, personal, attitudinal and preference rating data. 100 respondents from each country participated in this study. Comparison of qualitative data from demographic, personal, attitudinal profiles and quantitative data from preference rating data shown on preference maps between Thais and Australian consumers showed differences between culture in both countries. Australian consumers have their own food habits adapted from both western and Asian cultures. Meanwhile, Thai consumers showed only Thai or Asian style of their food habits. However, the new generation of Thai consumers (10-24 years of age) have Western style of rice-based products like Australian consumers. The results from each country can help food product developers to develop new rice-based products more successful in both countries.

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This article was published in Journal of Agricultural Technology and referenced in Journal of Hotel & Business Management

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