Consumer Insights
Developing deep insights into the Asian consumer for application to the Australian export opportunity
- Professor Angela Paladino
Department of Management and Marketing
University of Melbourne
- Professor Yoshihisa Kashima
Melbourne School of Psychological Sciences
University of Melbourne
- Dr. Maddie Judge
Department of Management and Marketing
University of Melbourne
- Dr. Julian Fernando
Department of Management and Marketing
University of Melbourne
- Alicia Glenane-Antoniadis
PhD student, Melbourne School of Psychological Sciences
University of Melbourne
The Consumer Insights research team is developing deep insights into the Asian consumer.
East is not West and there are significant differences in consumer behaviours that could impact the success of Australian products destined for export.
Areas covered by this research stream include:
- Gifting - what are the motivations behind the gifting how does the gifter decide on an appropriate gift? Who receives the gift and what purpose does the gift serve for them? Are there cross-national differences between Australia and China in gifting norms and the timing of reciprocity? These insights can provide significant input into product design for Asia
- Understanding the power of provenance - How do we define provenance, and how does provenance differ from other concepts such as country-of-origin or brand authenticity? Is there a brand “Australia” and can regional provenance enhance a product attractiveness?
- Badges and brands – Australian products have been in the China market for some time now – What does Australian product labelling mean to the Chinese consumer and what matters most to the consumer? Organic? Australian? Credibility? Safety?
- Dimensions of country images – can we construct a theoretical framework linking perceptions of countries, product types, and the self?
Please contact us at food-value-chain@unimelb.edu.au if you would like to know more