Thai cuisine introduction to international market

Table of Content

CHAPTER 14

INTRODUCTION4

Purpose of the Study4

Problem Statement6

Background of the Problem / Overview of the Study7

Hypothesis / Hypotheses8

Aims and Objectives of the Study8

Significance of the problem8

Significance of the problem10

Rational of the Study11

CHAPTER 213

LITERATURE REVIEW13

The Rising Popularity of Thai Food Globally13

International Food Popularity14

Overseas Thai restaurants and Transnational Flows17

“Authentic Thai food” and the International Market19

CHAPTER 321

METHODOLOGY21

Research method21

Data Collection Tool: Questionnaire22

Questionnaire development23

Data collection24

Checklist screening25

Data analysis Process26

REFERENCES28

SAMPLE QUESTIONNAIRE32

Chapter 1

Introduction

Purpose of the Study

Americans see Asian nourishment to be healthier than its Western equivalent (Hu, 2000). Thai cuisine has long been renowned for its high nutritional worth and its agreeable combine of tastes (CNN.com, 2001). Several foremost Thai components utilised in Thai cuisine are asserted to own beneficial mixtures for human wellbeing (Murakami et al., 1994; Tourism Authority of Thailand, 2000; CNN.com, 2001). The tendencies issue to an boost in the attractiveness of Thai cuisine all through the world. It was clear that a affirmative mind-set in the direction of Thai cuisine outlooks an boost in sales and profitability due to increasing markets (Assael, 1984). However, customary Thai bowls take substantial time to prepare.

Thai components are seldom accessible in Western shopping centres or accessible at high price. Therefore, to persuade consumersû desires for wellbeing, cross-cultural and convenience nourishment, development of Thai bowls that are so straightforward to arrange is essential. Convenience nourishment as characterised by Institute of Food Science and Technology, UK (2001), is a constructed merchandise needing little or no groundwork (other than heating scheme, diluting or disintegrating in water, where appropriate) before consumption.

 Thai cuisine is actually one of the most well liked nourishment renowned all over the world. Thailand was thriving in its inbound tourism advancement under the crusade “Amazing Thailandû (Paul, 1999). One of the astonishing goods that has made a title for itself and Thailand is food. The National Restaurant Association of the U. S. demonstrated Thai cuisine as having powerful ethnic leverages in U. S. list alternatives and displaying important development in attractiveness since 1994 (Ohr and Swientek, 1999; Sloan, 2001a; Sloan, 2001b).

The merchandise development method is started with concept lifetime (Aaker and George, 1986). Due to numerous bowls in Thai list, merchandise concept lifetime and merchandise screening are absolutely crucial steps before evolving Thai cuisine. The 3 exact objectives in this study were to (1) enquire mind-set of Western buyers in the direction of Thai cuisine, (2) get merchandise concepts that should be evolved into a ready-to-prepare merchandise, and (3) recognise the promise merchandise for farther Thai cuisine development studies.

The Thomas Food Industry Register Food Trendsû94 review described Thai cuisine was the third fastest-growing cuisine in the U. S. (Allen, 1995). Similarly, Taylor Nelson Sofres, market data assembly, recognised that Thai made the sixth most well liked cuisine (Sloan, 2001c). The attractiveness of Thai cuisine amidst foreigners is apparently apparent from the increasing number of Thai cuisines in some countries. There are presently round 5,000 Thai cuisines worldwide, 40% of those are in the U. S., 14% in Europe, 10% in Australia, 6 % ...