การสื่อสารการตลาดระหว่างประเทศในช่วงวิกฤติเศรษฐกิจ : กรณีศึกษาเรื่องผู้บริโภคชาวญี่ปุ่นและอาหารไทย

Abstract

The purpose of this study are to explore the overview information about 1. the attitude and behavior of the Japanese consumers on Thai cuisine 2. the preliminary research on the most effective international marketing communications in the economic crisis for promoting Thai cuisine in Japan. Research findings are based upon focus group interviews conducted in the end of 2008. The participants are 2 groups of university students and office workers.

The results show that most of the participants said they prefer Chinese, Italian and French cuisine accordingly. They thought Thai cuisine has strong smell and too spicy. However, their favorite Thai dishes are curry soup (Gang Kiew Wan) and hot and sour prawn soup (Tom Yum Goong) because of they like the spicy and sour taste.

The results also show that most of the participants learned about Thai cuisine from television, friends, family, and magazine. Most of the participants believed that Thai cuisine need to be promoted more because it can help strengthen the right image of Thai cuisine and can change Japanese’s attitude toward Thai cuisine. In addition, they suggested that there should be more attention to hygiene and proper decoration in the Thai restaurants.