Pimpinan Somsong on Muck Rack

Pimpinan Somsong

As seen in: British Food Journal
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Articles

Consumers’ perceptions towards Thai rice: A cross-cultural comparison between easterners and westerners

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By Pimpinan Somsong, Regina C. McNally, Chi-Ming Hsieh
| Emerald Publishing
Abstract Purpose The purpose of this paper is to investigate consumer preferences towards innovative rice products, and cross-cultural determinants of customers’ perceived value and loyalty. Design/methodology/approach A self-administered survey was designed to obtain participants’ perceptions about Thai rice, and preferences towards innovative Thai rice products. A total of 937 surveys were distributed and 908 valid surveys were returned, yielding a 96.7 per cent overall response rate.
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