The purpose of this research is to examine the factors influencing the purchasing behavior of Thai consumers for healthy food delivery products. Today, "Healthy Food Delivery" is going through a period of strong growth due to changes in people's lifestyles. Thai people give health food delivery companies a special name known as “clean food”.
In Thailand, the delivery of healthy food (Clean Food) is going well and is well recognized. Healthy Food Delivery is a healthy product that provides consumers with freshness, purity and high nutritional value with few calories. Healthy Food Delivery is a part of the food chain that provides fast delivery service to consumers for their convenience.
It aims to get deep information from the consumers who prefer or think about buying healthy food delivery. The scope of an in-depth interview was administered to identify the factors that influence Thai consumers on the purchase of Healthy Food Delivery. To formulate the framework under the Marketing Mix (4P) and Service Marketing Mix (7P) and use this framework to analyze the factors that influence the consumers' buying behavior on products for Healthy Food Delivery.
Expected Benefits
LITERATURE REVIEW
- Healthy Food (Clean Food) Delivery in Thailand
- Perception of consumers
- Director Competitors
- Indirect Competitors
- Research Framework
- Propositions
Currently, the health food delivery business is rapidly gaining popularity, especially in Thailand. People can choose the food delivery brand and many delivery categories that they like best. Healthy eating is another choice for people who want a strong health and body, and for city dwellers who are in a hurry every day.
In general, the meaning of healthy food is a "healthy food believed to be good for you because it does not contain artificial chemicals or much sugar or fat". But in a certain sense, the purpose of consuming healthy food is that people tend to have good health and prefer to live longer. The graph below represents healthy food and drinks in Thailand, which is increasing every year with the percentage up to 27% since 2013. Although there are many different attitudes and reasons for consuming healthy food, which aims to focus on weight control, energy boosting and digestive health, but at least people are consuming the healthy product, it's a good start to a better life.
Moreover, not only healthy food is growing every year, but also the delivery business. In 2015, the remittance business tends to increase in the value of each remittance category in the market by about 24,000 million baht, which from last year has increased by about 3%. Due to the well-known trends in the remittance market in Thailand, there are many principal competitors by business types.
There are many types of food distribution in society which are Healthy Food (Clean Food), Gym Food, Fast Food, Event Food and many more. As there are many direct competitors, indirect competitors have also become a large number in the remittance market. A convenience store becomes the indirect competitors that influence the distribution of healthy food such as 7eleven, CP Home Fresh Mart, Family Mart and many others.
So healthy food delivery can be another option for the women to have a better life and become healthier. Since there are many actors and actresses in Thailand who become the business owners of a healthy food delivery business, many people also tend to buy more healthy food to stay fit than their role model and celebrity.
RESEARCH METHODOLOGY
- Research Setting
- Population and Sample
- Research Instrument
- Research Structure
- Data Collection
This study uses a qualitative research approach by investigating a sample of 8 respondents to obtain data with one open-ended question and one with a discussion with the interviewee (Hennink, Hutter, & Bailey, 2011). These are in-depth interviews, which allow to reveal the purpose and objective of the research to provide data analysis and obtain insider information. It is another way to encourage respondents to give the correct answer based on their own perception and preference, not the answer given by the researcher.
Moreover, it is a two-way communication which is better to understand more about what the respondents would like to share. It may take some time and effort to do the in-depth interview, especially the analysis and interpretation of the results after the interview. I will use structured interviews referring to the framework using the Marketing Mix (4P) and Service Marketing (3P), I will analyze the interview data using this framework to cover the factors that influence consumer purchasing behavior. healthy food delivery products.
To increase the convenience for respondents, social media will be used as an online channel to conduct an interview such as Line, Video Call, Facebook. However, it will not only be the online channel, but also the face-to-face and two-way communication. With this open-ended question, respondents will be able to answer whatever they want in order to see things more clearly about their motivation and intention to purchase healthy food delivery products.
FINDINGS AND DISCUSSION
Findings
Have you ever bought any brand of Healthy Food Delivery Products?
If so, how often? (Q1)
- Where would you buy Healthy Food Delivery Products, what brands?
- What is your beliefs or attitudes influence your choice for Heathy Food Delivery Products? (Q3)
- What inspired you to buy Healthy Food Delivery Products and how does this affect your emotions? (Q4)
- What other factors influence your decision to buy healthy food delivery? (Q5)
- What process do you go through when deciding and buying the products? What are you looking for? How do you come to a decision?
- What would you like to change in the healthy food delivery market that would increase your buying of the products? (Q7)
- Key finding and Implications
- Outstanding Factors
- Price
- Trends
- Product Attribute
- Special Offers
In summary, the factor that affects the purchasing power of healthy food is the trend in society. Some of them prefer healthy food because they can reduce their weight and thus maintain good fitness. One of them mentioned about the benefits of healthy food supply that the healthy food is made from olive oil which is much better than ground bean oil because it is a natural cholesterol free product and it helps protect the heart diseases and help in digestion. http://www.filippoberio.com/yourhealth).
Eating healthy is another good choice for me because I can lose weight and be healthier." In summary, most of the respondents said that they consume healthy food because they want to have a better appearance and appearance. I feel so good after having the healthy food because I don't have to go out on a sunny day to find something to eat."
However, some of the respondents said that price and promotion are the main factors to decide whether they should buy it or not, because normally the price of health food products is quite high since they have to find a good raw material. I saw the actor/actress on Instagram holding healthy food with the words thank you to the store that sent them the food. My sister and I love food and we also like healthy food as it looked very nice with a small plate.
In summary, the respondents said that everything above in question 5 are the factors that influence their buying behavior in a healthy food delivery product. In summary, most of the respondents said that the price of healthy food delivery is very high, both the price of the food itself and the transport. Some stores claimed to offer a real healthy food to customers, but in reality the process is the same as the normal food.
I would like them to provide more variety of healthy food so that I can choose the menu that I like best”. Referring to Figure 4.9 above, it can be divided into 4 outstanding factors that influence Thai consumers' healthy food delivery purchasing behavior, which are price, trends, product features and special offers. From the interview, all respondents said that the price they can accept and buy a healthy food delivery product must be at a reasonable level with a good quality because the quantity of healthy food is a limitation.
Because the price for healthy food delivery is quite high, they offer a promotion to the customers by offering them as a program for weekly or monthly.
CONCLUSION AND RECOMMENDATION
- Conclusions
- Recommendations
- Thai government
- Business
- Limitations of the research
- Lessons Learned
The Thai government should investigate the quality and standards of the food and give a certificate to the shop owner to guarantee really healthy food. With this certificate guaranteed, it can increase customer confidence and create more brand awareness. In the way of doing business, they should set the appropriate price for the healthy food delivery products which is not too high while maintaining a good quality.
Some stores charge a high price for ordinary quality; this will not help the company survive for long as people want to pay less but expect good quality of the products. On the other hand, if the price is at a reasonable level, people will be more satisfied. Moreover, the service is very important for the company because if the owners are very nice and take good care of each customer, the customers will be more impressed with their service and it can be a new opportunity for the company to gain brand awareness and recognition.
Since social media is very important these days, you can use social networks like Facebook or Instagram to increase brand awareness. Given the limited time to conduct the research, I found one problem that may lead to space or gaps in my research to fully cover the relevant topics. A qualitative research approach requires a lot of time to analyze each question to find the real factors that influence customers.
However, a key advantage of choosing the qualitative research method is that this method can help me get the customers' in-depth insight about Healthy Food Delivery products. Rather, most people worry more about their health and what they will eat in each meal because they want to be fit, firm and healthy.
