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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.

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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
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