Consumer Research Perspectives in Food Marketing With Emphasis in Asia-Pacific


Kaye Crippen and Christopher Oates (1994) ,"Consumer Research Perspectives in Food Marketing With Emphasis in Asia-Pacific", in AP - Asia Pacific Advances in Consumer Research Volume 1, eds. Joseph A. Cote and Siew Meng Leong, Provo, UT : Association for Consumer Research, Pages: 291.

Asia Pacific Advances in Consumer Research Volume 1, 1994      Page 291


Kaye Crippen, National University of Singapore

Christopher Oates, National University of Singapore

The Asia-Pacific (A-P) food consumer is rapidly being introduced to new food products via the increasing number of fast food outlets and supermarkets. In urban areas, supermarkets are replacing wet markets. Consumers are purchasing new categories of products such as diary, wine, and bottled water and learning new brand names. Many food product categories are experiencing high growth rate in the A-P thus many companies are rapidly expanding in the region. Since many other areas of the world are experiencing slower growth rates, A-P with its large population and high growth rates in food products has become a key area of focus for many large MNC's and SME's seeking to expand business in the region. The SME's include both regional firms as well as those from outside A-P.

In addition to the cast number of people, there are vast cultural and religious differences among the people due to religious and cultural carnations. Different religious groups living in a small geographic area might develop different cuisines due to religious taboos regarding usage of certain items as well as cultural preferences. Some industry experts suggest that currently differences in food preferences appear to be wider in Asia-Pacific than in Europe or North America. There has been little published on any aspect of food consumer research in Asia-Pacific; however some companies have proprietary research.

Consumer research could assist in determining which product to introduce in various regions, product modifications needed to make the product attractive to regional consumers, and to assist in long range product and market development planning. Consumer research could also be used to assist in the development of consumer promotions, product positioning and market segmentation. Some of the research needs include the following: food preferences, changing consumption patterns, and decision making processes in relation to the selection of product categories, brands, and even stores.

This session will feature three speakers and a panel discussion. This session is chaired by a multi-disciplinary research team combined from marketing and food science. The introductory session by Kaye Crippen, National University of Singapore will give an overview and focus on the changing consumer and market environment in Asia-Pacific as well as product modification and development strategies.

The rapid increase in supermarkets in urban areas has introduced many new food categories and processed foods into the region. The high percentage of youths in much of A-P also has an influence in adoption of new food items including fast foods. The relative economic growth of many of the countries in the area and the growth of the two-income family often results in increased amounts of money being spent on food items as well as the need for more convenience item.

Soren Askegaard, Odense University, will present a paper exploring regional food cultures from a macro perspective using data based on interviews with a large sample of European consumers. The combination of a macro-level and micro-level market knowledge for developing export markets is recommended. Implications for Asian food manufacturers will also be presented.

Askegaard is part of a consortium, Market-Based Process and Product Innovation in the food Sector: A Danish Research Programme (MAPP) and has an understanding of the Southeast Asian market. Denmark and other countries that have active food export programs. Programs such as MAPP seek to better understanding consumers and to conduct research which would assist industry in developing products that meet market needs.

John Hall from Victoria University will present a paper which investigates cross-cultural market segmentation in marketing Australia wine. Segments can be defined by using psychographic and demographic dimensions with cultural aspects included in the latter. Wine which is experiencing rapid international growth is appropriate for examining the impact of cultural background on consumer purchase motives. Within Australia, there exists a multi-cultural mix. A questionnaire was administered to approximately 500 respondents from Italian, Greek, German and Australian cultural groups. Analysis of the date indicated that numerous motivational dimensions and motivational clusters were significantly different for different cultures. Similarities were also examined. Australian wines are increasingly being exported to Europe and to Asia-Pacific.

A panel composed of the speakers and Gillian Mort, Griffith University, Nathan Campus will explore consumer research needs in relation to food marketing in Asia-Pacific. Consumer research is of particular international interest because of the growth in this area and the additional changes that will occur with the implementation of the GATT agreement. Many countries are seeking to target the Asia-Pacific market and need consumer research to effectively market food products in this region and/or to modify or develop new products. The panel discussion will also include audience participation to allow those either currently involved or interested in this research topic to interact with the panel.



Kaye Crippen, National University of Singapore
Christopher Oates, National University of Singapore


AP - Asia Pacific Advances in Consumer Research Volume 1 | 1994

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