The Power of Marketing Psychology on Chinese Consumers


  • Tanapon Srisukwatanachai South China Agricultural University
  • Om Huvanandana Universal Business School Sydney, Sydney, Australia
  • Sanit Hajaturas Ching Mai Rajabhat University
  • Jiang Baichen South China Agricultural University
  • Achara Boonkong South China Agricultural University
  • Sutthawongwadee Senawin South China Agricultural University
  • Korsak Towantakavanit PTT Global Chemical Public Company Limited


Sensory perception, marketing factors, consumer behavior, fragrant rice, Chinese consumers


            One of the key marketing factors for consumer psychological motivation is sensory experience and choice. However, what has been mentioned may not be sufficient enough for the most likely customers who like overseas products as well as those who are ethnocentric. In this research, we have divided the study into 2 parts, the first study, explored the psychology of Chinese consumers used the same method as the world rice contest (blind test) with price as a factor. In the second study, we increased the research procedure by enhancing the process of testing the real demand with the choice experiment method. The choice set consisted of various attributes; such as rice grain integrity, sweetness, aroma, softness, country of origin, and price. Included the experience of the cognitive, behavioral, and emotional factors. The results were analyzed with the ethnocentrism factor of the participants. The first experiment found that price was less important compared to the sensory perceptions, and the second experiment was found that the change in taste, attributes, standard certification, country of origin, and prices significantly increased consumers’ utility and influenced their purchasing decisions. Thus, the results of this research could empirically reciprocate the real needs of consumers.


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