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Investigating Thai Shopping Behaviour: Wet-Markets, Supermarkets and Food Quality

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  • Gorton, Matthew
  • Sauer, Johannes
  • Supatpongkul, Pajaree

Abstract

An analysis of primary survey data on Thai shopping behavior seeks to understand the relative satisfaction of consumers with wet markets and supermarkets and identify the factors that affect frequency of visit to, and purchase behavior within, these retail outlets. This is used as a basis for engaging in wider debates on the ‘supermarket revolution’ in Asia. On all salient attributes affecting retail outlet choice, wet markets are perceived, in general, to be inferior to supermarkets. However for fresh produce sales, wet markets retain an advantage. Both socio-economic characteristics and retail outlet attributes are considered as determinants of food shopping behavior. Bootstrapped bivariate ordered probit models identify that those using wet markets more frequently are older and characterized by lower incomes and educational achievement. Bootstrapped bivariate Tobit models reveal that those purchasing a higher proportion of fresh produce from wet markets do so based on product quality and do not regard wet markets as lacking cleanliness. Visit data are consistent with Reardon’s model of supermarket diffusion.

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Bibliographic Info

Paper provided by Agricultural Economics Society in its series 83rd Annual Conference, March 30-April 1, 2009, Dublin, Ireland with number 51054.

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Date of creation: 01 Apr 2009
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Handle: RePEc:ags:aesc09:51054

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Keywords: Food choice; retail; Thailand.; Consumer/Household Economics; D12; L81; P46;

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  1. Kilkenny, Maureen & Huffman, Sonya K., 2003. "Rural/Urban Welfare Program and Labor Force Participation," Staff General Research Papers 10306, Iowa State University, Department of Economics.
  2. Jean-Joseph Cadilhon & Paule Moustier & Nigel D. Poole & Phan Thi Giac Tam & Andrew P. Fearne, 2006. "Traditional vs. Modern Food Systems? Insights from Vegetable Supply Chains to Ho Chi Minh City (Vietnam)," Development Policy Review, Overseas Development Institute, vol. 24(1), pages 31-49, 01.
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  4. Horowitz, Joel L., 2001. "The Bootstrap," Handbook of Econometrics, in: J.J. Heckman & E.E. Leamer (ed.), Handbook of Econometrics, edition 1, volume 5, chapter 52, pages 3159-3228 Elsevier.
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  6. Carlos Arnade & Munisamy Gopinath & Daniel Pick, 2008. "Brand Inertia in U.S. Household Cheese Consumption," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(3), pages 813-826.
  7. Neven, David & Reardon, Thomas & Chege, Jonathan & Wang, Honglin, 2005. "Supermarkets And Consumers In Africa: The Case Of Nairobi, Kenya," Staff Papers 11584, Michigan State University, Department of Agricultural, Food, and Resource Economics.
  8. Thomas Reardon & Spencer Henson & Julio Berdegué, 2007. "'Proactive fast-tracking' diffusion of supermarkets in developing countries: implications for market institutions and trade," Journal of Economic Geography, Oxford University Press, vol. 7(4), pages 399-431, July.
  9. John Humphrey, 2007. "The supermarket revolution in developing countries: tidal wave or tough competitive struggle?," Journal of Economic Geography, Oxford University Press, vol. 7(4), pages 433-450, July.
  10. Marc F. Bellemare & Christopher B. Barrett, 2006. "An Ordered Tobit Model of Market Participation: Evidence from Kenya and Ethiopia," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 88(2), pages 324-337.
  11. Liesbeth Dries & Thomas Reardon & Johan F. M. Swinnen, 2004. "The Rapid Rise of Supermarkets in Central and Eastern Europe: Implications for the Agrifood Sector and Rural Development," Development Policy Review, Overseas Development Institute, vol. 22, pages 525-556, 09.
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