Data for: Personal values underlying ethnic food choice: means-end evidence for Japanese food

Published: 9 January 2018| Version 1 | DOI: 10.17632/35fnr6w4y5.1
Yeong Sheng Tey,
Mark Brindal,
Rika Terano,
Poppy Arsil,
Su Yin Liew,
Chi Teen Teoh


This is a dataset of MEC collected using soft laddering technique in the semi structured interview with respect to Japanese food preference of Malaysian consumers.