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Dr Pui Yee Lee

Food Science (completed 2014)

Pui Yee Lee

Chinese consumers’ perceptions and purchase intentions for beverages processed by non-thermal processing technologies.

Supervisors: Professor Indrawati Oey, Dr. Miranda Mirosa and Dr. Karen Lusk


PuiYee comes from Malaysia, her journey at the University of Otago began in 2007. She completed foundation studies in health sciences and has since pursued studies in applied science (majoring in consumer food science). She received distinction in her postgraduate diploma studies where she was awarded the Home Science Alumnae/Todhunter/Carpenter award (LINK). Currently she is working towards a PhD in Food Science

Project Outline

Non-thermal technologies add value to foods by improving safety through lowering microbial loads in addition to improving sensory properties such as colour, flavour, and texture. However, little is known about how Chinese consumers perceive these technologies. China’s rapidly growing economy (gross domestic product of 8.3 trillion U.S. dollars) and population (1.35 billion) offer tremendous opportunities for Western producers and exporters. Distinct differences in behaviour between Chinese and Western consumers make entering the Chinese market challenging. Consumers may desire similar product features (e.g. brand name, quality, and flavour) but the value that consumers attach to the same product may differ across nationalities. Therefore, product manufacturers targeting Chinese consumers need to know which market segments consist of the consumers they want to target.