The internationalisation of food retailing affecting logistics in south east Asia: An exploratory perspective of consumers

Few studies have been carried out to determine consumer characteristics for food distribution in new and/ or emerging markets and how they might influence logistics and supply chain solutions. This paper reports on a study investigating physical and demographic characteristics for food purchase and storage in the Southeast Asia countries of Malaysia, Thailand, and Vietnam. The study was undertaken at the consumer end with an exploratory e-mail survey about consumer food shopping preferences and storage and yielded a total of 200 responses. The findings support the literature regarding supermarket diffusion into the Asian retail space and price and quality were important purchase decision factors. However, wet markets continue to be important and food hygiene and safety appear to becoming more important. The study should provide guidance for Western food retailers, suppliers and 3PL service providers considering entry into these markets or already operating in them.