Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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A Study on the Thai Consumers' Perception and Willingness to Pay for Korean Paprika and Tomatoes

태국 소비자의 한국산 파프리카 및 토마토에 대한 인식과 지불의사에 관한 연구

  • 이제윤 (순천대학교 농업경제학과 ) ;
  • 이춘수 (순천대학교 농업경제학과)
  • Received : 2022.10.14
  • Accepted : 2023.02.12
  • Published : 2023.02.28
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Abstract

This study investigated Thai consumers' perception and willingness to pay for Korean paprika and tomatoes to establish effective export strategies, To this end, an online survey was conducted on 300 consumers living in Bangkok, Thailand, and the factors affecting the purchase intent and willingness to pay price premium for Korean paprika and tomatoes were analyzed. The results are as follows. First, Thai consumers usually buy fruit and vegetables offline, such as supermarkets and large discount stores, but not a few respondents obtained purchase information online. Second, the price competitiveness of Korean paprika and tomatoes is low to Thai products, and the quality, safety, freshness, and cost-effectiveness are similar or low to other exporting countries. Therefore it is important to improve non-price competitiveness using positive perceptions of Korean products and Korean Wave. Third, the most important reason why Thai consumers not buying Korean paprika and tomatoes is the lack of stores and high prices. Fourth, as a result of analyzing the factors affecting the purchase intent for Korean paprika and tomatoes, the strategy of selling paprika and tomatoes through supermarkets to consumers with high income is effective. Fifth, considering the factors of willingness to pay premium prices for Korean paprika and tomatoes, a high pricing strategy targeted consumers with high income and many family members is appropriate.

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