Asian Consumers Research Articles

Symposium on Understanding and Influencing Consumer Food Behaviours for Health: Executive Summary Report

Food consumption patterns in Asia are rapidly changing. Urbanization and changing lifestyles have diminished the consumption of traditional meals based on cereals, vegetables and root crops. These changes are accompa-nied by an increasing prevalence of chronic diseases among Asian populations. ILSI Southeast Asia and CSIRO, Australia jointly organized the Symposium on Understanding and Influencing Food Behaviours for Health, focusing on the use of consumer science to improve food behaviour. The goals of the Symposium were to present an understanding of Asian consumers and their food choices, examine the use of consumer research to modify food choices towards better health, illustrate how health programs and food regulations can be utilized effectively to promote healthier choices, and identify knowledge gaps regarding the promotion of healthy food behaviour in Asian populations. There is no difference in taste perception among Asians, and Asian preference for certain tastes is determined by exposure and familiarity largely dictated by culture and its underlying values and beliefs. Cross-cultural validity of consumer science theories and tools derived from western populations need to be tested in Asia. Information on consumption levels and substitution behaviours for foods and food products, obtained using consumer research methods, can guide the development of food regulations and programs that will enable individuals to make healthier choices. Existing knowledge gaps include consumer research techniques appropriate for use in Asian settings, diet-health relationships from consumption of traditional Asian diets, and methods to address the increasing prevalence of over- and undernutrition within the same households in Asia.

Intergenerational Culture-Specific Consumption Differences Between Asian Indian Immigrants in the U.S. and Indians Residing in an Indian Metropolis

ABSTRACT This study compares the culture-specific consumption of first- and second-generation Asian Indians living in the U.S. and Asian Indian adults and youths living in New Delhi, India. The results show that first-generation Asian Indian adults have a lower level of culture-specific consumption than Asian Indian adults in India, but their culture-specific consumption is not significantly different than second-generation Asian Indian youths. Asian Indian youths have a lower level of culture-specific consumption than Asian Indian adults, but a higher level of culture-specific consumption than first-generation Asian Indian adults and second-generation Asian Indian youths. These findings are attributed to the effects of consumer socialization and globalization on consumer behavior. The study has implications for marketers targeting current and future Asian Indian immigrant consumers in the U.S.

Classification of Asian Complainers in Restaurant Services

In restaurant businesses, customer dissatisfaction must be accounted for and thus avoided in order to generate revenue. In the literature, researchers have confirmed a positive relationship between complaint behaviour and consumer dissatisfaction. Three types of complaint behaviour have been discussed in previous studies: voice response, private response and third-party response. This study targeted Asian consumers (n = 300) and segmented them based on their complaint behaviour. These results signify that Asian internationals' complaint behaviour is not homogenous and can therefore be segmented in terms of their complaint behaviour. Personal characteristics as well as socio-demographics were also investigated with consumer complaint behaviour of research participants.

Global Antitrust Prosecutions of International Cartels: Focus on Asia

International cartelists today face antitrust investigations and possible fines in a score of national and supranational jurisdictions. This paper aims at providing quantitative information about the size and impacts of international cartel activity in Asia and uses a sample of modern private cartels to evaluate the relative effectiveness of three prominent Asian antitrust authorities. The sample consists of legal and economic information on 433 international cartels detected in Asia and the rest of the world during 1990-2007. The need for assertive anti-cartel enforcement in Asia is demonstrated by the large affected commerce and economic injuries of known international cartels. Affected sales of detected Asian-region cartels combined with global cartels that fixed prices in Asia totals at least US$1.1 trillion in 1990-2007. The losses imposed on Asian consumers were at least $500 billion. While more than $45 billion in penalties has been imposed world wide, it is doubtful that such monetary sanctions can deter modern international cartels. Optimal cartel deterrence is frustrated by the failure of compensatory private suits to take hold outside of North America, a reluctance to act against global cartels, and the low fines in most Asian jurisdictions. Of the three selected jurisdictions, the Korean FTC has the best record of anti-cartel enforcement in Asia, but even the KFTC's surcharges are recouping less than 15% of damages to its citizens. Without significant increases in cartel detection, in the levels of expected fines or civil penalties, or expansion of the standing of buyers to seek compensation, international price fixing will remain rational business conduct.

Energy Security in Asia: The Necessity of Interdependence

The central thesis of this article is that the Asian energy consumers would serve their interests well if they look again at their energy frontiers and define them within the contours of Asian energy interdependence rather than triggering an Asian energy race. The three leading Asian consumers, China, Japan and India, are principal actors in the Asian theatre, and their needs, assessments and policies are going to be central in defining the regional energy security agenda. Their current approaches have placed them more as competitors, which could trigger conflict situations. However, assessing the loss–gain matrix, the three have been gradually endorsing a position of convergence. In other words, collective risk sharing would provide the rationale for collective energy security. The collective Asian energy security doctrine has to be based on the assumption that energy trade, being cross-border and transnational in nature, can be transformed into an area of cooperation instead of being a cause of insecurity.

How Face Influences Consumption - A Comparative Study of American and Chinese Consumers

East Asia is fast becoming the world’s largest brand-name luxury goods market. This study develops the concept of face and face consumption to explain why Asian consumers possess strong appetites for luxury products despite their relatively low income. This paper distinguishes the concept of face from a closely related construct, prestige, and examines the influence of face on consumer behaviours in the United States and China. Due to the heavy influence of face, Asian consumers believe they must purchase luxury products to enhance, maintain or save face. Accordingly, face consumption has three unique characteristics: conformity, distinctiveness and other-orientation. The results of a cross-cultural survey support the existence of these three subdimensions and show that Chinese consumers are more likely to be influenced by their reference groups than are American consumers. Furthermore, they tend to relate product brands and price to face more heavily than do their US counterparts. In addition, Chinese consumers are more likely to consider the prestige of the products in other-oriented consumption than are their American counterparts.

Factors Influencing the Usage of Mobile Phones in East Asia : A Comparative Study Based on the Asian Metropolitan Mobile Survey

This paper explores similarities and differences in mobile phone usage between subscribers from five major metropolitan cities across East Asia. Technological advances have been widely adopted by consumers throughout this region, most recognizably via the mobile platform with mobile Internet, email, video-conferencing, e-commerce, and other types of mobile phone-related services becoming critical factors in the daily lives of East Asian consumers. Those living in urban areas have benefited most from these new technologies and services, and more specifically, younger generations have adopted mobile phone-related services far faster than their older counterparts. However little research to date has explored the similarities and differences between mobile phone usage behavior of younger, urban consumers across this region. This paper presents the results of a comparative study of mobile consumer behavior of university students across five major cities including Beijing, Hong Kong, Seoul, Taipei and Tokyo. We found that the dependency of young people on mobile phone services was similar among the cities surveyed, however the specific factors influencing their usage and the communications technologies that they used varied significantly across markets.JEL Classification: O33

India's Energy Security

This essay seeks to examine India's energy outlook. The focus is on oil, natural gas, coal, and nuclear power. New Delhi's efforts to utilize domestic and foreign supplies will be discussed. Given the nation's limited hydrocarbon proven reserves, the study suggests that India's dependence on foreign supplies will further deepen in the foreseeable future. Most of these supplies will come from oil and natural gas producers in the Persian Gulf. This projection should not be seen as a threat to India's energy security. Rather, a growing interdependence is emerging between India (and other Asian energy consumers) and Persian Gulf producers.

Cross-Border Restaurant Patronage

ABSTRACT This research takes a cross-cultural view of the variables influencing dining consumers' perception of the attractiveness of a neighboring country as a venue for dining, and satisfaction with the cross-border dining experience. Specifically, it studies consumers' attractiveness perceptions of neighboring country restaurants as a venue for dining and satisfaction, with the cross-border dining experience as a function of three key individual-difference variables associated with Western and Asian consumers. In a survey of 636 cross-border diners at United States/Canada and Hong Kong/China borders, perceptions of attractiveness and satisfaction were found to vary as a function of variables associated with the cultural attributes of individualism/collectivism, uncertainty avoidance, and time perspective.

Identifying likeable attributes: a qualitative study of television advertisements in Asia

PurposeNumerous studies investigate what contributes to advertising likeability; however, these are often based on quantitative research undertaken in western countries. This paper aims to report the findings of a cross‐cultural qualitative study undertaken across five Asian cities (Hong Kong, Shanghai, Jakarta, Bangkok and Mumbai) to discuss Asian consumers' attitudes towards television commercials in their respective country/city.Design/methodology/approachThe data was gathered from two focus group interviews (1 male and 1 female) conducted in each city. Each group comprised of eight people and the interview lasted between 40 and 60 minutes. In each focus group several of the most liked locally produced television commercials were presented to the participants and the discussion that followed centered around visual images that they most liked.FindingsThe results found differences in the likeable attributes between the five cities. These variations can be attributed to the differences in local culture, and to a lesser degree, other market‐related factors like attitudes towards advertising in general, cultural outlook and perspective, consumer confidence and hours of watching television per week.Originality/valueThis study uses informant driven data, rather than researcher driven, to identify cross‐cultural differences in the concept of advertising likeability. Further, it suggests that qualitative research can provide valuable results for international marketers and those who would like a better understanding of new markets, as long as they analyse the results keeping in mind the cultural context of the country, such as traditions, customs, values and religions.

TARO - TAPPING THE FULL POTENTIAL OF A MINOR AUSTRALIAN CROP

Taro is the fourteenth most important food crop by production in the world, yet in Australia it barely makes the top 100 and is relatively unknown by most of the population. Production of about 1000 t is predominantly from the wet tropical coast of north Queensland with small supplies from the Northern Territory, southern Queensland and northern New South Wales. Bun Long is the most widely produced variety and is preferred mainly by Asian consumers in Brisbane, Sydney and Melbourne. Lesser quantities of Pacific taro types are also produced. These are preferred mainly by Pacific Islanders in Australia. However, imports of Pacific taros, mainly from Fiji, are about treble the total Australian supply of all taro. Presently there are severe threats to the survival of the two major industries on the wet tropical coast - sugar and bananas. A range of alternatives is much needed. Taro is one crop that should be considered but its successful expansion depends on significant improvement in the efficiencies of production, connecting suppliers to consumers via strong supply chains and major awareness campaigns and education of consumers to properly appreciate the very special qualities of taro. Current developments include the establishment of a taro chip (crisp) factory at Babinda (Far North Queensland) with support from the Australian Government's New Industries Development Program (NIDP). Also the Australian Government's Rural Industries Research and Development Corporation (RIRDC) have been supporting research projects on aspects of industry mechanization, taro chip production feasibility and the investigation of export market potential of Japanese taro to Japan. A project funded by RIRDC to specifically assist in industry development has recently commenced.

Ad likeability and brand recall in Asia: A cross-cultural study

It has been proposed that in order for advertising to be effective it must be liked by the consumers, with the rationale being that if an ad is liked, consumers will confer attention upon it, thereby creating an awareness of the product/brand. This paper reports a study on ad likeability among Asian consumers (in Shanghai, Jakarta and Mumbai), focusing on brand recall. In particular, as an example, this paper will look at attitudes towards television commercials for the world's number one brand, Coca–Cola, and determine the main drivers for likeability.

Physicochemical Characterization and Consumer Acceptance by Asian Consumers of Aromatic Jasmine Rice

ABSTRACT: Physicochemical properties and acceptance by Asian consumers in the United States of 3 commercially U. S.‐grown and 12 imported jasmine rice samples were evaluated. Rice kernels, flour, and starch were characterized for physical, chemical, pasting, and thermal properties. Amylose content, gel type, hardness‐to‐stickiness ratio, surface fat, protein, and pasting properties significantly affected the eating and cooking qualities and physical appearances of the rice samples; these variables were key to distinguishing the major quality differences and to differentiating U. S.‐grown from imported jasmine rice. Data collected from this study could be useful to rice producers, importers, or rice breeders for understanding the physicochemical characteristics of aromatic jasmine rice and its acceptance by Asian consumers.

The Dimensionality of Price Perceptions: A Cross-Cultural Comparison of Asian Consumers

Recent research has found that rather than being a uni-dimensional construct, price has a variety of underlying dimensions; these underlying factors can be categorized as positive and negative. Some consumers interpret price as an indicator of product quality or prestige. Higher price is thus associated with higher likelihood of purchase. Other consumers may view price negatively, and seek to reduce the price they pay with different shopping strategies. Although much work homogenizes the consumer patterns of different Asian countries, limited research has focused on the similarities and differences in shopping habits and perceptions of price across Asian cultures. The focus of this study is to better understand price perceptions among Korean and Chinese consumers; the goal of this study is to contribute to the body of knowledge available to international marketers and to market scholars and strategists. In this manuscript, we first explore six price-related constructs before describing the study approach and addressing research findings. The results of this study indicate that both Korean and Chinese consumers perceive price as multidimensional, but in the case of Chinese participants, all price perceptions are negative.

The asbestos war.

That asbestos is still being sold despite overwhelming evidence linking it to debilitating and fatal diseases is testament to the effectiveness of a campaign, spear-headed by Canadian interests, to promote a product already banned in many developed countries. Blessed by government and commercial support, asbestos apologists have implemented a long-term coordinated strategy targeting new consumers in Asia, the Far East and Latin America. At industry-backed "conferences" and on government-funded junkets, they spin a web of deceit, telling all who will listen that "chrysotile (white asbestos) can be used safely." The fact that Canada exports over 95% of all the chrysotile it mines suggests that while chrysotile is supposedly safe enough for foreigners, it is not safe enough for Canadians. Asbestos victims in many countries have struggled to gain public recognition of the human cost of asbestos use. In recent years, nongovernmental organizations working with these groups have created a global anti-asbestos virtual network; with the commitment and support of thousands of "virtual members," this network challenges industry's propaganda and exposes the forces that support its cynical attempt to offload this dangerous substance on developing countries.

Attitudes Toward Advertising

As the Asian region moves to becoming a strong economic force and advertisers continue to increase their spending targeted toward Asian consumers, it is important to examine how these consumers feel about advertising. Consumers' attitudes towards advertising have been found to influence assessments of other desired advertising outcomes such as attitude toward individual advertisements and brand attitude. A study was therefore undertaken to provide an initial picture of attitudes toward advertising across several important Asian countries. Results provide a baseline to monitor potential changes in each of the countries as their economies and advertising industries continue to evolve. The results further suggest that cross-cultural researchers may be missing some important factors in assessing differences across countries in relation to advertising. The level of development of a country's advertising industry, as well as fluctuations in a country's economy, may be very important in assessing attitudes toward advertising. Implications for marketers and cross-cultural researchers are discussed.

MODELING NON-LINEAR ASSOCIATIONS BETWEEN INDEPENDENT AND DEPENDENT VARIABLES USING ARTIFICIAL NEURAL NETWORKS IN PYTHON

The purpose of this paper is to present a method of data analysis that can analyze both linear and non-linear associations between independent and dependent variables. The program is developed to help researchers examine the behaviors of Asian consumers to help firms understand the factors influencing their buying behavior.

A study of Japanese consumers' cognitive hierarchies in formal and informal gift‐giving situations

AbstractIn recent years, academicians have shown an increasing interest in Asian gift‐giving behavior. Yet studies investigating Asians' cognitive hierarchical structures in the gift‐giving context have been limited. Additionally, the literature suggests that Asian consumers' cognitive structures are particularly affected by situational contingencies. Thus, this study examines Japanese consumers' cognitive hierarchies, in a gift‐giving context, in formal and informal situations utilizing a most‐abstract to least‐abstract cognitive hierarchical framework. Data were collected through a mail survey of Japanese consumers in the greater Tokyo area and six other major metropolitan cities. As hypothesized, structural‐equation modeling results revealed that the Japanese consumer's cognitive hierarchical flow from most‐ to least‐abstract cognitions remained intact regardless of the situation. In contrast, as expected, differing situations were found to influence intercognitive dimensional relationships. Implications of these findings are discussed. © 2003 Wiley Periodicals, Inc.

Composition and functional properties of rice

Summary Starch, protein and lipids are the main rice grain components that affect cooking and eating quality. An analysis of the literature indicates that rice of good eating quality shows the following characteristics: low amylose and low protein contents and large breakdown as measured by an amylograph. However, there are significant cultural differences in quality preferences and the most important acceptance factors for Asian consumers living in the United States are cooked rice appearance and aroma. This review examines the major constituents of rice (starch, lipid and protein) and their impact on eating quality as reflected by the functional properties of rice.

Preference Mapping of Domestic/Imported Jasmine Rice for U.S.‐Asian Consumers

ABSTRACT: Three domestic and 12 imported commercial Jasmine rice varieties were evaluated by a trained sensory panel and by 105 Asian families who live in the State of Arkansas. Results showed that consumers preferred imported over domestic products. According to consumers, the sensory characteristics most important to the acceptance of cooked Jasmine rice were, in order of decreasing importance, color, favor, aroma, stickiness, and hardness. Using descriptive data, we evaluated predictive models of Jasmine rice's overall acceptance. These models allowed us to identify important sensory characteristics that encouraged Asian consumers to accept Jasmine rice. Such characteristics included flavor (that is, aroma, aromatics, feeling factors, and aftertaste), texture, and visual attributes. Data collected here could be useful to the U.S. rice industry in developing an understanding of the drivers of Jasmine rice acceptance.