Attitude, Expectation, and Perception Towards Japanese Food (Sushi and Sashimi) Consumption Behavior at Siam Paragon Shopping Mall, Bangkok

Abstract

The research titled Attitude, Expectation, and Perception Towards Japanese Food (Sushi and Sashimi) Consumption Behavior at Siam Paragon Shopping Mall, Bangkok aimed at studying (1) personal characteristics effecting Japanese food (Sushi and Sashimi) consumption behavior of Thai tourists in Paragon Shopping Mall, (2) comparison between expectation and perception towards Japanese food (Sushi and Sashimi), (3) perception towards each Japanese food (Sushi and Sashimi), restaurant physical aspects, marketing communication effecting the consumption behavior, and (4) relationship between loyalty and consumption behaviors. This research project was quantitative research with the samples of 400 Thai consumers. The sampling method included quota sampling and purposive sampling with reliability point of .951. The instruments in the study were questionnaires with percentage, mean, standard deviations, t-test, F-test, Paired t-test, Least Significant Difference (LSD), Multiple Regression, and Pearson Correlation.

The research founded that (1) most of the consumers were single, female, age between 21-25 years old, student status with bachelor degree, and salary 15,001-25,000 baht per month, (2) in overall, the respondents had expectation and perception to Japanese food (Sushi and Sashimi), especially at high level for food quality and service, (3) the satisfaction in comparison between overall and each part of expectation and perception to Japanese food was in very satisfied level for service quality and less satisfied level for food quality, (4) the overall attitude to Japanese food, Sushi, Sashimi, Nigiri, Chirashi, and Maki Sashimi was in good level, (5) opinion about restaurant physical aspects was in good level, (6) opinion about restaurant marketing communication was in medium level, (7) the loyalty to Japanese food (Sushi and Sashimi) was in good level, and (8) The consumer behavior was that the consumers spent 1,096 baht per time on average for 3 times per 3 months and spent 2 hours per time. Most of them had favorite restaurants that offered Sashimi dish with reason of delicious taste. They visited the restaurants by their own vehicles.

The hypothesis test founded that (1) different personal characteristics, gender, education, and income per month effected different Japanese food loyalty at a significance level of .01 and .05 but age, occupation, and status were non effective to Japanese food (Sushi and Sashimi) loyalty, (2) the overall and each part of expectation and perception towards Japanese food in food quality and service quality were indifferent, (3) the Japanese food perception towards service quality, physical aspects, and attitude towards Japanese food (Sashimi and Maki) effected Japanese food consumption behavior in frequency (time per 3 months) at a significance level of .01 and .05 but attitude on Nigiri, restaurant physical aspects, and perception towards food quality effected consumption behavior in expenses (Baht per time) at a significance level of .01, and (4) the Japanese food loyalty had relationship with consumption behavior in frequency (time per 3 months) at significance level of .05 but the loyalty and consumption behavior in expenses (Baht per time) found no relationship.