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The main purpose of this study is to understand the behavior of Thai consumers towards High Protein Foods in Thailand. A total of 400 questionnaires are collected from consumers aged from 18 – 40 years old, living in Bangkok and greater Bangkok based on the convenience sample method. The data collected are then analyzed using descriptive analysis, one way ANOVA and multiple regression analysis. This study found out that most of the sample eat high protein food to be healthy and the taste of the food is very important for them. The findings of this study also indicated the degree of satisfaction and the level of purchase intention may change according to demographic background. Additionally, Lifestyle, Product and Price are significant determinant of customer satisfaction. Satisfaction, Price, Place and Promotions are significantly influencing Purchase intention. This research is limited in geographical area and gender differences.
In view of academic implication, this study provides some important insights about the profile of customers who consume high-protein food in Bangkok and Greater Bangkok and also points out the influencing factors of customer satisfaction and purchase intention. Based on our study, Food Manufacturers and Food Retails should place more emphasis on consumers who eat high protein food to be healthy. They should also put more effort to enhance the food quality and tastiness to increase satisfaction and offer more discounts and promotions in order to trigger higher purchase intention. Promotional menus, customer service, personal selling are effective dimensions in marketing promotions.
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