1) Study the attitudes of starchy food and compare those of rice with potato and pasta for British, French, Dutch and Belgian consumers in order to seek substitute possibility.
2) Investigate and measure quantitatively concept combination preference of the British, French, Dutch and Belgian consumers using conjoint analysis in order to know the importance and utility value of each attribute provided for new product concepts development.
3) To verify whether rice product design created by Thai R&D / Marketing response or comply with European Union consumer's attitude.
