Sarinya SungkatavatVeerades PanvisavasMalika Maska2024-01-102024-01-10202020202024Thematic Paper (M.M. (International Tourism and Hospitality Management))--Mahidol University, 2020https://repository.li.mahidol.ac.th/handle/123456789/92111International Tourism and Hospitality Management (Mahidol University 2020)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 promotionix, 101 leaves : ill.application/pdfengผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้าVegetarian cookingVegetarianism -- ThailandMaster ThesisMahidol University