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Intercultural Challenges in Consumer Research in the Food Sector: The Case of Japanese Rice

Author

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  • Meixner, Oliver
  • Tresky, Magdalena
  • Haghirian, Parissa
  • Haas, Rainer

Abstract

Within the study, we show that it is quite demanding to conduct consumer surveys abroad, in particular, if the targeted society differs in so many ways compared to the domestic market. This contribution presents results of a study analyzing consumer behavior in the Japanese rice market. The main focus was set on the evaluation of preferences of Japanese consumers when buying rice. Amongst others, one core attribute was origin which is actually a prominent attribute in Western European food markets. To approximate the impact of relevant attributes influencing consumers’ purchasing decision (origin, brand, quality seals and price), we conducted a discrete choice experiment with Japanese consumers, mainly living in urban areas.

Suggested Citation

  • Meixner, Oliver & Tresky, Magdalena & Haghirian, Parissa & Haas, Rainer, 2019. "Intercultural Challenges in Consumer Research in the Food Sector: The Case of Japanese Rice," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 10(01), January.
    • Handle: RePEc:ags:ijofsd:345303
    DOI: 10.22004/ag.econ.345303
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    References listed on IDEAS

    as
    1. Stephanie Assmann, 2011. "Beyond Sushi and Tempura: An Overview of the Japanese Food Market," Palgrave Macmillan Books, in: Parissa Haghirian (ed.), Japanese Consumer Dynamics, chapter 9, pages 165-184, Palgrave Macmillan.
    2. Balogh, Péter & Békési, Dániel & Gorton, Matthew & Popp, József & Lengyel, Péter, 2016. "Consumer willingness to pay for traditional food products," Food Policy, Elsevier, vol. 61(C), pages 176-184.
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