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Consumer Preferences and Buying Criteria in Rice: A Study to Identify Market Strategy for Thailand Jasmine Rice Export

By P. Suwannaporn and A.R. Linnemann


Rice consumption per capita in many Asian countries decreased, but it is consumed more in non-rice-eating countries. This study aimed to investigate consumer preferences and attitudes toward Jasmine rice among consumers in target rice export countries to identify opportunities and strategic implications. A quantitative study with 1,128 consumers of target nationalities was conducted in combination with focus group discussions. Factor analysis of consumers┬┐ buying decision criteria yielded four factors: marketing activities (explained variance 26.8%), quality (13%), price (10.5%), and country of origin (7.7%). Discrimination analysis was performed to investigate differences in buying criteria between traditional rice-eating and non-rice-eating countries (p = 0.000)

Year: 2008
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Provided by: NARCIS
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