Articles
Trends in Asian and Western durian consumer behavior, attitudes, and motivations
Article number
1186_34
Pages
215 – 222
Language
English
Abstract
Few studies have documented consumer behaviors or motivations for purchasing durian, and no study has yet attempted to understand consumer behaviors on a global scale.
The studies that exist have focused on domestic markets in durian-producing countries or, more recently, on marketing trends in China.
This paper explores the consumer behaviors, attitudes, and motivations of durian lovers around the world.
A survey was collected from 1060 self-identified durian lovers from 64 countries and divided respondents into two groups labeled ‘Asian’ and ‘Western’ based on nationality and historical definitions.
It was found that, while durian lovers expressed similar enthusiasm for durian and durian odor regardless of their nationality or ethnic background, purchasing behaviors and motivations differed significantly between the two groups.
On the health effects of durian, Westerners held positive attitudes towards durian in general and organic durians in particular.
Asians, however, expressed uncertain or negative views.
Asians were primarily introduced to durian in childhood by parental figures, a trend even among durian lovers of Asian ethnicity living in non-durian-producing countries.
In comparison, the majority of Westerners were exposed to durian via the internet or by friends.
These preliminary findings suggest that accelerated conversion of Western durian lovers during the last 5 years is due to increased exposure via the internet.
Findings also suggest that how durian lovers are exposed to and perceive durian affects how they make purchasing decisions.
Future research should explore consumer segmentation and profiling to better fulfill the needs of different types of durian consumers and global durian demands.
The studies that exist have focused on domestic markets in durian-producing countries or, more recently, on marketing trends in China.
This paper explores the consumer behaviors, attitudes, and motivations of durian lovers around the world.
A survey was collected from 1060 self-identified durian lovers from 64 countries and divided respondents into two groups labeled ‘Asian’ and ‘Western’ based on nationality and historical definitions.
It was found that, while durian lovers expressed similar enthusiasm for durian and durian odor regardless of their nationality or ethnic background, purchasing behaviors and motivations differed significantly between the two groups.
On the health effects of durian, Westerners held positive attitudes towards durian in general and organic durians in particular.
Asians, however, expressed uncertain or negative views.
Asians were primarily introduced to durian in childhood by parental figures, a trend even among durian lovers of Asian ethnicity living in non-durian-producing countries.
In comparison, the majority of Westerners were exposed to durian via the internet or by friends.
These preliminary findings suggest that accelerated conversion of Western durian lovers during the last 5 years is due to increased exposure via the internet.
Findings also suggest that how durian lovers are exposed to and perceive durian affects how they make purchasing decisions.
Future research should explore consumer segmentation and profiling to better fulfill the needs of different types of durian consumers and global durian demands.
Authors
L. Gasik
Keywords
marketing potential, consumer survey, tropical fruits
Groups involved
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