This study analyzed the consumer preferences for Japanese baked sweet potatoes in Singapore and Thailand. We conducted tasting surveys on consumers using three different types of Japanese baked sweet potatoes. As a result, firstly, we find that both countries consumers generally prefer Japanese baked sweet potatoes. Secondly, we also find consumers in two countries have different preferences. More specifically, consumers in Singapore tend to prefer sweeter varieties, but on the other hand Thailand doesn’t. Thus, it is vital to conduct this kind of tasting survey and clarify the preferences of each country to increase exports of Japanese agricultural products.
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