Perceived attributes of Asian foods: From the perspective of the American customers

Abstract

The objectives of this study were to examine and compare the attributes of six types of Asian foods (Chinese, Indian, Japanese, Korean, Thai and Vietnamese) as they are perceived by American customers. To achieve these objectives, a questionnaire examining the attributes of Asian foods was developed. The data was collected through a web survey completed by 424 American customers of the six types of Asian food. Importance-performance analyses showed that across the six types of Asian foods some common attributes were perceived. However, the analyses also indicated that each type of Asian food was perceived to have its own particular characteristics, signifying each cuisine's uniqueness when compared to other types of Asian foods. The results suggested basic information pertinent to marketing strategies for positioning and product development for Asian food restaurants.