Investigating the opportunities for insect protein supplements in Thai urban population : a case study in Bangkok | |
| Author | Sokharath Samnang |
| Call Number | AIT Thesis no.AB-21- |
| Subject(s) | Edible insects--Thailand Proteins Consumer behavior Consumers--Decision-making |
| Note | A Thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management in Agribusiness Management |
| Publisher | Asian Institute of Technology |
| Abstract | The number of consumers consuming insect-based products is growing worldwide, while the variety of innovative products remains limited. The study focused on the main considerations of consumer purchasing decisions based on attitudes, behavior, lack of brand awareness, and demographics that may influence sales demand of local market in Thailand. The three main objectives were to investigate consumers' purchase decisions of insect protein powder supplements in Bangkok, to identify the economic and business situations of entrepreneurs, and to determine domestic market opportunities for insect protein powder supplements available in Bangkok. The data were collected from 200 consumers using questionnaires in the Bangkok area and in-depth interviews with 6 producers and 2 retailers in different provinces of Thailand. Regression analysis model was performed to assess the factors influencing consumers’ decisionsion purchasing towards product. Weightediaverage indexi (WAI) wasiused toirank factor influence of purchase intention. Sales efficiency was used to breakdown the cost and return of each producer and retailer. Microsoft Excel and STATA 16 were applied in data analysis such as cost and return of entrepreneurs, SWOT analysis, business model, frequency, proportion, and regression analysis model. The result of binary probit regression analysis revealed that consumers who had previously consumed edible insects were more likely to consume edible insects’ protein supplements, for consumers who consume protein supplements, and that culture and sub-culture of consumers had positive influences on the consumers’ purchasing decision of insect protein powder supplements. Furthermore, product quality and geography (urban) had negative influences on consumers’ purchasing decision of insect protein powder in the study area. In addition, the result of WAI analysis disclosed that all the purchase intention factors based on marketing mix 4Ps and brand equity had a significant influence on consumers’ purchasing decisions of insect protein powder supplements. Moreover, the results obtained by manufacturers and retailers showed that SMEs were faced with various problems in both the macro and micro-business environments. |
| Year | 2021 |
| Type | Thesis |
| School | School of Environment, Resources, and Development |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Datta, Avishek |
| Examination Committee(s) | Anal, Anil Kumar;Tsusaka, Takuji W. |
| Scholarship Donor(s) | AIT Fellowship |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2021 |