A study of the factors influencing the consumption of ready-to-drink meal replacement among Thai urban professionals

Name: Intuon Israprasas

keyword: Ready-to-drink meal replacement

; Meal replacement drink

; Urban professional

; Influencing factors

; Intention to purchase

; Benefit segmentation

Abstract: The research was conducted using both qualitative and quantitative methods. Due to limited time and resources, convenient sampling and snowball method were used to collect data. In exploratory research, the data were obtained from secondary research and 15 in-depth interviews. In descriptive research, the data were gathered from 177 self-administered online questionnaire responses. In-depth interview analysis was done using deductive and inductive approach. The results were used to form hypotheses on factors influencing the intention to purchase and benefit segmentation. The data analysis for the questionnaire was done using the Statistic Program for the Social Sciences (SPSS). The analysis identified three major benefit segments, the ‘Sport and Nutrition’ segment, the ‘Time and Convenience’ segment, and the ‘Weight-control’ segment. The opportunity for potential consumers is in the ‘Sport and Nutrition’ and ‘Time and Convenience’ segment, especially in consumers who are already dietary supplement users. Different product features and consumption behaviors were found to be significantly related to different consumer benefit segments. Overall product features and marketing elements to be improved are taste, value for the price, and ‘feel good’ factors. Office buildings and mass transit locations can be effective locations to target. Potential users are lower involvement consumer and marketing should be made available at purchase points, especially in convenience stores. Recommended marketing messages are on personal appearance improvement and solution to daily life hassles.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Barrett, Nigel

Role: advisor

Created: 2018

Modified: 2021-06-17

Issued: 2021-06-17

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2018.349

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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