A model of consumer decision-making for the adoption of Thai food in Victoria, Australia

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.

Name dc:type.qualificationname

phd

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

Victoria University

Year dc:date.issued

2007

Author dc:creator

• Leepaiboon, Pannakarn

• 1504 Services
• 1505 Marketing
• School of Hospitality Tourism and Marketing

Language dc:language

en