Bangkokians' perception and interest towards plant-based meat dish in food and beverage service

Name: Malika Maska

LCSH: Vegetarian cooking

LCSH: Vegetarianism -- Thailand

Abstract: The trend for plant-based meat has grown globally and was recently introduced in Bangkok. Simultaneously, Thai consumers have cut down their meat intake and we can observe a unique market opportunity where there is a lack of meat alternative restaurants in Bangkok. Therefore, this marketing research is vital to be conducted to find out the awareness and preference of Thai consumers in terms of plant-based meat and to further provide recommendation to entrepreneurs in establishing a plant-based meat restaurant in Bangkok. A quantitative approach was used in this market research to collect the data, where n=287 respondents were handed the questionnaire through the online platforms. The results showed that the factor that would influence the Thais to try plant-based meat was availability and the consumers are willing to pay higher for plant-based meat in comparison to animal meat. Lastly, Thai cuisine and kraphao fried rice dishes were preferred in the plant-based meat form. Therefore, this research was successful in providing business solution and recommendation to entrepreneurs based on the product, price, place and promotion

Mahidol University. Mahidol University Library and Knowledge Center

Address: NAKHONPATHOM

Email: liwww@mahidol.ac.th

Name: Sarinya Sungkatavat

Role: Thesis Advisors

Name: Veerades Panvisavas

Role: Thesis Advisors

Created: 2020

Modified: 2024-04-25

Issued: 2024-04-25

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Management

Level: Master's Degree

Descipline: International Tourism and Hospitality Management

Grantor: Mahidol University

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