Marketing potential of Thai fruits and vegetables in Malaysia

Abstract

     Fruits and vegetables have become major export products of Thailand into Malaysian markets. The objectives of this research were to study the freight movement of Thai fruits and vegetables into Malaysian markets, to examine consumers’ behavior and their attitude towards Thai fruits and vegetables in Malaysian markets, and to analyze the internal and external factors affecting the production and marketing of Thai fruits and vegetables in Malaysian markets using a case study of longan, mango, shallot, and garlic. Primary data were collected using in-depth interviews with semi-structured interviews, participant observations, and panel discussion from groups of farmers, groups of related entrepreneurs, and stakeholders; in addition, structured interviews were used with a sample size of 149 fruit and vegetable consumers in Malaysia. The sampling used was the accidental sampling technique. Manifest content analysis, SWOT analysis and the arithmetic mean were used in the data analysis. The results revealed that at destination markets in Malaysia, Thai fruits and vegetables were imported by wholesalers and retailers. Thai fruits and vegetables have a good reputation regarding taste, quality, and physical appearance. The major problems of Thai fruits and vegetables in Malaysian markets were the formulations of rules and regulations to obstruct Thai fruits and vegetables. Therefore, the research suggested that the competition strategies associated with exporting Thai fruits and vegetables to Malaysian markets were strengthening beliefs among consumers, and strengthening the production groups of Thai fruits and vegetables under the Asean Economic Community agreement.