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

Author

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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.

Suggested Citation

  • Gorton, Matthew & Sauer, Johannes & Supatpongkul, Pajaree, 2009. "Investigating Thai Shopping Behaviour: Wet-Markets, Supermarkets and Food Quality," 83rd Annual Conference, March 30-April 1, 2009, Dublin, Ireland 51054, Agricultural Economics Society.
  • Handle: RePEc:ags:aesc09:51054
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    File URL: http://purl.umn.edu/51054
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    References listed on IDEAS

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    1. Maureen Kilkenny & Sonya Kostova Huffman, 2003. "Rural/Urban Welfare Program and Labor Force Participation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(4), pages 914-927.
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    3. 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.
    4. 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.
    5. Thomas Reardon & C. Peter Timmer & Christopher B. Barrett & Julio Berdegué, 2003. "The Rise of Supermarkets in Africa, Asia, and Latin America," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 85(5), pages 1140-1146.
    6. 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.
    7. 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, September.
    8. Amemiya, Takeshi, 1984. "Tobit models: A survey," Journal of Econometrics, Elsevier, vol. 24(1-2), pages 3-61.
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    1. repec:unt:jnapdj:v:24:y:2017:i:1:p:117-145 is not listed on IDEAS
    2. repec:eee:jfpoli:v:69:y:2017:i:c:p:25-34 is not listed on IDEAS

    More about this item

    Keywords

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

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • P46 - Economic Systems - - Other Economic Systems - - - Consumer Economics; Health; Education and Training; Welfare, Income, Wealth, and Poverty

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