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Papers by Krittinee Nuttavuthisit

Qualitative Consumer and Marketing Research, 2019

The focus group interview is a data collection technique that has received great interest among m... more The focus group interview is a data collection technique that has received great interest among marketing practitioners. By inviting a group of people to exchange their views about certain subjects with a moderator to facilitate the discussion, the focus group could produce information in a rather quick and cost-effective way.

Qualitative Consumer and Marketing Research

Consumer and marketing research has long been a central focus in academic development and market ... more Consumer and marketing research has long been a central focus in academic development and market practices due to the need to understand changing consumption behavior and marketing strategies.

Qualitative Consumer and Marketing Research, 2019

Qualitative Consumer and Marketing Research, 2019

Qualitative Consumer and Marketing Research, 2019

Globalization has expanded boundaries of development from a dominant focus on the developed to th... more Globalization has expanded boundaries of development from a dominant focus on the developed to the developing markets and from the generally Western-centric to the other economies such as the Asian market.

Social Entrepreneurship, 2019

This chapter discusses the learning of consumption and marketing within the context of social-rel... more This chapter discusses the learning of consumption and marketing within the context of social-related issues. The objectives are to expand dimensions of marketing education into a wider perspective beyond the economic focus to the social domain. Exploring the different contexts can help uncover a deeper perspective beyond general concepts of consumption and marketing. Moreover, considering the social aspect can enhance a longer perspective of business beyond current profit maximization, particularly in the 21st century with its emphasis on sustainability. The learning process can follow the four main steps of understanding the problem, introducing the solution, engaging participation (with real actions to support the project or organization), and evaluating output and outcome. These processes are elaborated together with examples of real practices and summarized learning derived from the classes conducted in Thailand. Not only can this benefit the students, but also the overall busi...

Qualitative Consumer and Marketing Research, 2019

The field of consumption and marketing has been changing dramatically, particularly with the grow... more The field of consumption and marketing has been changing dramatically, particularly with the growing ethnic consciousness, the higher emphasis on multiculturalism, and the global diffusion of consumer culture enhanced by the rapid increase of new technologies.

The purpose of this paper is to propose an idea generation method for the concept development of ... more The purpose of this paper is to propose an idea generation method for the concept development of cultural products by harnessing cultural heritage as source of inspiration. The ideation technique combines Morphological Analysis (MA) technique with Cultural Design Model theory. This paper begins with a review of related work, followed by a description of the proposed technique. To illustrate the applicability and validity of the proposed ideation technique, a concept generation support system was developed and ten case studies on the concept development are presented. The generated concepts of the case studies were evaluated in terms of quality and quantity. The experimental result reveals that the proposed ideation method assists design-driven entrepreneurs to generate more concepts and higher quality concepts than those generated by the traditional method they currently employ. Finally, the paper concludes with implications and limitations of current research from both managerial a...

While data analysis and interpretation of qualitative research can yield conceptual descriptions ... more While data analysis and interpretation of qualitative research can yield conceptual descriptions of consumption experience, sharing and presenting of this knowledge may vary depending on the purpose i.e. academic or practical. For academic dissemination, the aim is to make theoretical advancement and to continue development of studies and theories. For practical dissemination, the aim is to address some practical situations or to find strategic programs in response to specific issues in the market. The first half of this chapter explains approaches to achieve theory building and writing reports or publications in leading academic journals. The second half of the chapter describes implications for business practices. This includes understanding of managerial needs and delivering meaningful research results to practitioners focusing on consumption and marketing in the Asian market context.

Consumer and marketing research has long been a central focus in academic development and market ... more Consumer and marketing research has long been a central focus in academic development and market practices due to the need to understand changing consumption behavior and marketing strategies.

Global Perspectives on Contemporary Marketing Education

Journal of Consumer Psychology

British Food Journal

Purpose Edible insects might be the meat of the future. However, promoting insects as food, at le... more Purpose Edible insects might be the meat of the future. However, promoting insects as food, at least in western countries, is not an easy task. Segmenting consumers into various similarly behaving groups and targeting them separately is the first step to more successfully promoting insect cuisine. By taking a cross-cultural perspective on the topic of entomophagy and investigating the impact of different cultural settings, additional insights may be revealed that can be used to develop marketing strategies. The paper aims to discuss this issue. Design/methodology/approach Using survey data from Switzerland (N=542) and Thailand (N=500), a hierarchical cluster analysis yielded four consumer segments in each country. Findings Interestingly, in both countries, the segments themselves can be named identically and accordingly to Roger’s diffusion of innovation theory: early adopters, early majority, late majority and laggards. However, the size of the segments and the people within these ...

Journal of International Consumer Marketing

Abstract Preference for imported products are often found in developing countries. A mixed method... more Abstract Preference for imported products are often found in developing countries. A mixed method case study is employed to investigate why and when, using Thailand and organic food as the case. In-store interviews (N = 67), two focus groups (N = 16) and an online survey with consumers screened for knowledge of organic food (N = 965) are reported. A domestic country bias is revealed, but co-existing with a higher trust in the standards and certifications of developed countries. Hence, developed countries' credible institutions are a competitive advantage that allows them to compete with similar but cheaper products from developing countries.

Journal of Consumer Marketing

Purpose In today’s highly globalized marketplace, it is increasingly important to understand why ... more Purpose In today’s highly globalized marketplace, it is increasingly important to understand why some consumers prefer luxury goods. This study aims to further explore the relationship between consumers’ global identity, their perceived functional, individual and social value of luxury and their intentions to purchase luxury. Design/methodology/approach Samples from two substantially different cultures, the USA and China, were used to explore the proposed relationships in an intercultural context. Established scales were adapted to measure each of the constructs of interest. The final sample includes 295 US and 247 Chinese participants. Findings By using samples from the USA and China, this study finds that global identity is positively related to purchase intention of luxury products, mediated by perceived functional, individual and social value of luxury. Originality/value Drawing insights from self-verification theory, this research provides a three-path framework to expand the k...

Qualitative Consumer and Marketing Research, 2019

The focus group interview is a data collection technique that has received great interest among m... more The focus group interview is a data collection technique that has received great interest among marketing practitioners. By inviting a group of people to exchange their views about certain subjects with a moderator to facilitate the discussion, the focus group could produce information in a rather quick and cost-effective way.

Qualitative Consumer and Marketing Research

Consumer and marketing research has long been a central focus in academic development and market ... more Consumer and marketing research has long been a central focus in academic development and market practices due to the need to understand changing consumption behavior and marketing strategies.

Qualitative Consumer and Marketing Research, 2019

Qualitative Consumer and Marketing Research, 2019

Qualitative Consumer and Marketing Research, 2019

Globalization has expanded boundaries of development from a dominant focus on the developed to th... more Globalization has expanded boundaries of development from a dominant focus on the developed to the developing markets and from the generally Western-centric to the other economies such as the Asian market.

Social Entrepreneurship, 2019

This chapter discusses the learning of consumption and marketing within the context of social-rel... more This chapter discusses the learning of consumption and marketing within the context of social-related issues. The objectives are to expand dimensions of marketing education into a wider perspective beyond the economic focus to the social domain. Exploring the different contexts can help uncover a deeper perspective beyond general concepts of consumption and marketing. Moreover, considering the social aspect can enhance a longer perspective of business beyond current profit maximization, particularly in the 21st century with its emphasis on sustainability. The learning process can follow the four main steps of understanding the problem, introducing the solution, engaging participation (with real actions to support the project or organization), and evaluating output and outcome. These processes are elaborated together with examples of real practices and summarized learning derived from the classes conducted in Thailand. Not only can this benefit the students, but also the overall busi...

Qualitative Consumer and Marketing Research, 2019

The field of consumption and marketing has been changing dramatically, particularly with the grow... more The field of consumption and marketing has been changing dramatically, particularly with the growing ethnic consciousness, the higher emphasis on multiculturalism, and the global diffusion of consumer culture enhanced by the rapid increase of new technologies.

The purpose of this paper is to propose an idea generation method for the concept development of ... more The purpose of this paper is to propose an idea generation method for the concept development of cultural products by harnessing cultural heritage as source of inspiration. The ideation technique combines Morphological Analysis (MA) technique with Cultural Design Model theory. This paper begins with a review of related work, followed by a description of the proposed technique. To illustrate the applicability and validity of the proposed ideation technique, a concept generation support system was developed and ten case studies on the concept development are presented. The generated concepts of the case studies were evaluated in terms of quality and quantity. The experimental result reveals that the proposed ideation method assists design-driven entrepreneurs to generate more concepts and higher quality concepts than those generated by the traditional method they currently employ. Finally, the paper concludes with implications and limitations of current research from both managerial a...

While data analysis and interpretation of qualitative research can yield conceptual descriptions ... more While data analysis and interpretation of qualitative research can yield conceptual descriptions of consumption experience, sharing and presenting of this knowledge may vary depending on the purpose i.e. academic or practical. For academic dissemination, the aim is to make theoretical advancement and to continue development of studies and theories. For practical dissemination, the aim is to address some practical situations or to find strategic programs in response to specific issues in the market. The first half of this chapter explains approaches to achieve theory building and writing reports or publications in leading academic journals. The second half of the chapter describes implications for business practices. This includes understanding of managerial needs and delivering meaningful research results to practitioners focusing on consumption and marketing in the Asian market context.

Consumer and marketing research has long been a central focus in academic development and market ... more Consumer and marketing research has long been a central focus in academic development and market practices due to the need to understand changing consumption behavior and marketing strategies.

Global Perspectives on Contemporary Marketing Education

Journal of Consumer Psychology

British Food Journal

Purpose Edible insects might be the meat of the future. However, promoting insects as food, at le... more Purpose Edible insects might be the meat of the future. However, promoting insects as food, at least in western countries, is not an easy task. Segmenting consumers into various similarly behaving groups and targeting them separately is the first step to more successfully promoting insect cuisine. By taking a cross-cultural perspective on the topic of entomophagy and investigating the impact of different cultural settings, additional insights may be revealed that can be used to develop marketing strategies. The paper aims to discuss this issue. Design/methodology/approach Using survey data from Switzerland (N=542) and Thailand (N=500), a hierarchical cluster analysis yielded four consumer segments in each country. Findings Interestingly, in both countries, the segments themselves can be named identically and accordingly to Roger’s diffusion of innovation theory: early adopters, early majority, late majority and laggards. However, the size of the segments and the people within these ...

Journal of International Consumer Marketing

Abstract Preference for imported products are often found in developing countries. A mixed method... more Abstract Preference for imported products are often found in developing countries. A mixed method case study is employed to investigate why and when, using Thailand and organic food as the case. In-store interviews (N = 67), two focus groups (N = 16) and an online survey with consumers screened for knowledge of organic food (N = 965) are reported. A domestic country bias is revealed, but co-existing with a higher trust in the standards and certifications of developed countries. Hence, developed countries' credible institutions are a competitive advantage that allows them to compete with similar but cheaper products from developing countries.

Journal of Consumer Marketing

Purpose In today’s highly globalized marketplace, it is increasingly important to understand why ... more Purpose In today’s highly globalized marketplace, it is increasingly important to understand why some consumers prefer luxury goods. This study aims to further explore the relationship between consumers’ global identity, their perceived functional, individual and social value of luxury and their intentions to purchase luxury. Design/methodology/approach Samples from two substantially different cultures, the USA and China, were used to explore the proposed relationships in an intercultural context. Established scales were adapted to measure each of the constructs of interest. The final sample includes 295 US and 247 Chinese participants. Findings By using samples from the USA and China, this study finds that global identity is positively related to purchase intention of luxury products, mediated by perceived functional, individual and social value of luxury. Originality/value Drawing insights from self-verification theory, this research provides a three-path framework to expand the k...