Bangkokians' perception and interest towards plant-based meat dish in food and beverage service
5
Issued Date
2024
Copyright Date
2020
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
ix, 101 leaves : ill.
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thematic Paper (M.M. (International Tourism and Hospitality Management))--Mahidol University, 2020
Suggested Citation
Malika Maska Bangkokians' perception and interest towards plant-based meat dish in food and beverage service. Thematic Paper (M.M. (International Tourism and Hospitality Management))--Mahidol University, 2020. Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/92111
Title
Bangkokians' perception and interest towards plant-based meat dish in food and beverage service
Author(s)
Advisor(s)
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
Description
International Tourism and Hospitality Management (Mahidol University 2020)
Degree Name
Master of Management
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
International Tourism and Hospitality Management
Degree Grantor(s)
Mahidol University