1 AIT Asian Institute of Technology

The country-of-origin effect on consumer tea preferences in Thailand : a focus on the Indian diaspora

AuthorArga, Anagha Arun
Call NumberAIT Thesis no.AB-24-01
Subject(s)Tea--Thailand
East Indian diaspora--Attitudes

NoteA Thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management in Agribusiness Management
PublisherAsian Institute of Technology
Series StatementThesis ; no. AB-24-01
AbstractThe country of origin and consumption behavior of the Indian diaspora in Thailand were scrutinized in this study, with the core of discussion laid upon the WTP of tea preferences among diaspora. This quantitative study of 120 Indian expatriates addressed research questions regarding whether emotional connection to their home country influences their choice of tea and the price they are willing to spend on tea. A strong favor for chai/ milk tea, over green tea was reported, indicating the cultural homogeneity of chai in Indian diaspora. Country-of-Origin acquired a moderate effect when tea brand selection was in concern. Moreover, the research pinpointed the profound emotional affinity to tea, beset in "home town bondage," a phenomenon where respondents viewed the tea as a symbol of their cultural identity. A sense of connection with the homeland invoked a critical influence on the tea purchase. The study showed that the respondents were willing to pay a premium for Indian tea, as 92.5% of respondents agreed to pay for Indian tea. Factors that could be critical for Thai Indians in terms of their WTP for Indian tea were prolonged stays in Thailand, higher age, belonging to the first generation of Indian expats, frequent tea consumption, and a stronger, deeper emotional connection with their home country. This study drew attention to the cultural identity and emotional connection to the home country as the determinants of the customers’ preferences as well as the maximum amount they are willing to pay.
Year2024
Corresponding Series Added EntryAsian Institute of Technology. Thesis ; no. AB-24-01
TypeThesis
SchoolSchool of Environment, Resources, and Development
DepartmentDepartment of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB))
Academic Program/FoSAgribusiness Management (AB)
Chairperson(s)Zulfiqar, Farhad;Yaseen, Muhammad (Co-Chairperson);
Examination Committee(s)Datta, Avishek;Himanshu, Sushil Kumar;
Scholarship Donor(s)AIT Scholarships;
DegreeThesis (M. Am.) - Asian Institute of Technology, 2024


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