Consumer Attitudes Toward Cross-Cultural Products in Convenience Stores: A Case Study of Japanese Food in Thailand

  • Supimmas Thienhirun
  • Sulin ChungEmail author
Conference paper
Part of the IFIP Advances in Information and Communication Technology book series (IFIPAICT, volume 459)


Recently, cross-cultural products are distributed to various countries. In Thailand, Japanese products are popular, especially food. Most of Thai people normally consume Japanese food in restaurants and street markets. On the other hand, Japanese food in convenience stores is not sold well comparing to Japan. In order to increase the sales of cross-cultural products, a case study of Japanese food has been conducted in order to understand consumer culture and behavior. Therefore, this research has investigated the attitudes and factors affected on decision making towards consuming Japanese food. Firstly, one-to-one interview is conducted to reveal consumer perception and behavior. Secondly, conjoint analysis is used to figure out importance values from consumer point of view.


Cross-cultural Japanese food Convenience store 


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© IFIP International Federation for Information Processing 2015

Authors and Affiliations

  1. 1.Industrial Engineering and Management, Graduate School of Decision Science and TechnologyTokyo Institute of TechnologyTokyoJapan

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