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

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