Authors:
Huilin Zhan, Chuanchen Bi, P. Paul Jose

Addresses:
College of Graduate Study in Management, Khon Kaen University, Mueang Khon Kaen, Khon Kaen, Thailand. Department of Commerce, Tharananellur Arts and Science College, Irinjalakuda, Kerala, India.

Abstract:

With the acceleration of globalisation, the Thai market is diversifying, and consumers are growing to enjoy Chinese food. As economic development and cultural ties deepen in Khon Kaen, Thailand, the Chinese culinary business has significant growth potential. The demand characteristics of Khon Kaen consumers differ from those in other Thai cities, presenting unique problems and opportunities for Chinese food manufacturers' marketing strategies. This article examines customer demand for Chinese food in Khon Kaen, Thailand, and its effects on marketing techniques based on a literature analysis. Khon Kaen consumers' preferences for Chinese food and decision-making processes are examined through questionnaires and interviews. Different age groups and cultures have different preferences for Chinese food. SWOT analysis is used to assess Chinese food firms' competitive advantages and problems in Khon Kaen, and “4P” marketing strategies are suggested. This paper analyses the current situation and challenges of Chinese food in the Khon Kaen market in Thailand, explores regional marketing strategies, and helps Chinese restaurants improve market performance and long-term development, promoting cross-cultural exchanges and diversified food culture between China and Thailand.

Keywords: Consumer Behaviour; Thai Market; Overseas Chinese Food; Marketing Strategy; SWOT Analysis; Decision Making; Cross-Cultural Exchanges; Marketing Techniques.

Received on: 16/10/2024, Revised on: 12/01/2025, Accepted on: 07/03/2025, Published on: 14/09/2025

DOI: 10.69888/FTSSSL.2025.000494

FMDB Transactions on Sustainable Social Sciences Letters , 2025 Vol. 3 No. 3, Pages: 100-111

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