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

International Journal on Food System Dynamics Pub Date : 2019-03-28 DOI:10.18461/IJFSD.V10I1.05

O. Meixner, Magdalena Tresky, Parissa Haghirian, R. Haas

引用次数: 0

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.

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食品行业消费者研究中的跨文化挑战:以日本大米为例

在这项研究中，我们表明，在国外进行消费者调查的要求很高，特别是如果目标社会与国内市场在很多方面存在差异。这篇文章介绍了一项分析日本大米市场消费者行为的研究结果。重点是评估日本消费者在购买大米时的偏好。其中，一个核心属性是原产地，这实际上是西欧食品市场的一个突出属性。为了近似影响消费者购买决策的相关属性（产地、品牌、质量印章和价格）的影响，我们对主要生活在城市地区的日本消费者进行了离散选择实验。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal on Food System Dynamics Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： Understanding the development of the food system requires a system view that captures the complexity of the system and its many interrelationships with its economic, social and natural environments. The Journal accepts and offers papers within this broad range of issues focussing on the management, policy, marketing, consumer aspects, transparency, e-commerce, institutional or regional development, information and communication systems, ressource economics, production economics, chain management, network economics, and similar aspects. Papers may focus on modeling, empirical research or theoretical analyis. This broad range of publication opportunities asks authors to follow clear lines of arguments and to present arguments in a convincing way that avoids unnecessary complexities of model formulations if not relevant for the support of arguments. The publication of scientific articles is complemented by a number of sections that provide room for publications with a more specific focus: ''Case studies'': A section on case studies of the ''Harvard Type'' allows the publication of studies that might build on established scientific methodology but demonstrate its use in ceratin decision environments. Case studies might be complemented by ''teaching cases'' that are kept on a database outside the journal but accessible to readers on approval by authors. ''Research Forum'': It allows to discuss newly emerging research challenges or to contribute to ongoing scientific discussions on research problems. In addition, authors might initiate a discussion on issues brought up by articles published in the journal. ''Research Notes'': It provides room for specific shorter scientific contributions with a narrow scope.