A model of consumer decision-making for the adoption of Thai food in Victoria, Australia
Leepaiboon, Pannakarn (2007) A model of consumer decision-making for the adoption of Thai food in Victoria, Australia. PhD thesis, Victoria University.
Owing to the rapid increase in the number of Thai restaurants in the Australian multicultural context during the past decade, there has been a need for greater understanding of the factors contributing to customer adoption of Thai food. Therefore, in order to provide a basis for the creation of sustainable marketing strategies in this context, the purpose of this research has been to develop 'A Model of Consumer Decision-Making for the Adoption of Thai Food in Victoria, Australia'. In the testing of this model, a combination of qualitative and quantitative methodologies, using descriptive and inferential analyses, has been used. The qualitative component involved interviews with thirty Thai restaurant owners and the quantitative component utilized a questionnaire for a survey of 1,009 respondent customers, following their consumption of Thai food.
|Item Type:||Thesis (PhD thesis)|
|Uncontrolled Keywords:||Restaurants, Victoria, Marketing, Ethnic restaurants, Consumer behavior, Thai food, Thai Cookery, Australia|
|Subjects:||FOR Classification > 1504 Services
FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
|Depositing User:||VU Library|
|Date Deposited:||02 Sep 2010 22:14|
|Last Modified:||23 May 2013 16:45|
|ePrint Statistics:||View download statistics for this item|
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