Perception, behavior, and key decision making in consuming ...
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PERCEPTION, BEHAVIOR, AND KEY DECISION MAKING IN CONSUMING HEALTHY FOOD PRODUCTS FOR THAI MILLENNIAL CONSUMER BY MS. NATTHIDA CHOLSAWASDHI AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE PROGRAM IN MARKETING (INTERNATIONAL PROGRAM) FACULTY OF COMMERCE AND ACCOUNTANCY THAMMASAT UNIVERSITY ACADEMIC YEAR 2018 COPYRIGHT OF THAMMASAT UNIVERSITY Ref. code: 25616002040340PFG
Transcript of Perception, behavior, and key decision making in consuming ...
PERCEPTION, BEHAVIOR, AND KEY DECISION
MAKING IN CONSUMING HEALTHY FOOD
PRODUCTS FOR THAI MILLENNIAL CONSUMER
BY
MS. NATTHIDA CHOLSAWASDHI
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2018
COPYRIGHT OF THAMMASAT UNIVERSITY
Ref. code: 25616002040340PFG
PERCEPTION, BEHAVIOR, AND KEY DECISION
MAKING IN CONSUMING HEALTHY FOOD
PRODUCTS FOR THAI MILLENNIAL CONSUMER
BY
MS. NATTHIDA CHOLSAWASDHI
AN INDEPENDENT STUDY SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2018
COPYRIGHT OF THAMMASAT UNIVERSITY
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ABSTRACT
Healthy eating is a fast-growing trend that plays a significant role in people’s
daily lives around the world. In Thailand, the market for healthy food has experienced
tremendous growth compared to conventional food categories. There was an increase
in demand for healthy food products by Thai consumers, especially those of millennial
age. Therefore, this study aimed to understand perception, behaviors, and key factors
or attributes influencing consumption and purchase decisions of healthy food products
among Thai millennial consumers.
This study used both exploratory and descriptive research design to capture the
market overview of healthy food products and millennial consumer insight. From the
exploratory research study, conducted the in-depth interview of 10 target respondents
of healthy food products to understand and list out the key points of perceptions,
lifestyles, behaviors, and also the key influenced decision making in consuming and
purchasing healthy food products. All the data variables got from the in-depth interview
were then tested in descriptive research for the relationship in each term to identify the
key essential factors that drive the healthy food products consumption and purchase
intention of the millennial consumers.
Independent Study Title PERCEPTION, BEHAVIOR, AND KEY
DECISION MAKING IN CONSUMING
HEALTHY FOOD PRODUCTS FOR
THAI MILLENNIAL CONSUMER
Author Ms. Natthida Cholsawasdhi
Degree Master of Science Program in Marketing
(International Program)
Major Field/Faculty/University Faculty of Commerce and Accountancy
Thammasat University
Independent Study Advisor Professor Kenneth E. Miller, Ph.D.
Academic Years 2018
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The research results analyzed by using Statistical Package for Social Sciences
(SPSS) showed that a total of 166 millennial healthy food eaters tended to consume the
healthy food products as to lose or control body weight as the primary purpose. Also,
the perceived values in purposes of eating healthy food products were a significant
association with the types of healthy food products that they choose to consume in their
daily life which is the fresh and natural healthy ready meal products. Nutrient, review
and promotion, convenience, and healthy proven are the four main components that
influenced millennial consumers to consume and purchase healthy food products.
Keywords: Healthy food products, perception, Millennial consumer, Healthy eater,
behavior, lifestyle, key driven factors, consumption decision, purchase
intention
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ACKNOWLEDGEMENTS
This independent study would not have been possible without the advice and
support of many people. First, I would like to express my sincere appreciation to my
advisor, Prof. Dr. Kenneth E. Miller, for his advice, support, and encouragement
throughout this independent study. His time and effort are highly appreciated.
Furthermore, I also would like to express my sincerest thanks to all of those respondents
who provided information for this study. Lastly, I would like to also thanks to my
family, friends, and my company who gave me support whenever I need.
Ms. Natthida Cholsawasdhi
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TABLE OF CONTENTS
Page
ABSTRACT (1)
ACKNOWLEDGEMENTS (3)
LIST OF TABLES (8)
LIST OF A FIGURE (10)
CHAPTER 1 INTRODUCTION 1
1.1 Market situation 1
1.2 Research objectives 2
CHAPTER 2 REVIEW OF LITERATURE 4
2.1 Healthy Lifestyle 4
2.2 Definition of healthy diet 4
2.3 Health concern 5
2.4 Health belief model (HBM) 6
CHAPTER 3 RESEARCH METHODOLOGY 8
3.1 Exploratory research 8
3.1.1 Secondary research 8
3.1.2 In-depth interview 8
3.2 Descriptive Research 8
3.2.1 Survey Questionnaire 9
3.3 Data Collection Procedure 9
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3.3.1 Sampling Plan (Sample Size and Recruiting Plan) 9
3.3.1.1 In-depth interview 9
3.3.1.2 Survey Questionnaire 10
3.4 Data Analysis Plan 10
3.4.1 Key Research Variables 10
3.4.2 Example of the key research variables in this study
(Cont.)
11
CHAPTER 4 RESULTS AND DISCUSSION 12
4.1 Consumer In-depth interview Analysis 12
4.1.1 Key-findings from consumer’s point of view 12
4.2 Healthy Food Seller In-depth Interview Analysis 13
4.2.1 Key-findings from seller’s point of view 13
4.3 Survey Questionnaire Analysis 14
4.3.1 Respondents’ profiles 14
4.3.2 Respondents’ perception toward types of healthy food
products
15
4.3.3 Respondents’ perceptions of benefits of healthy food
products
16
4.3.4 Respondents’ attitude toward healthy food consumption 17
4.3.5 Types of healthy food products 17
4.3.5.1 Consumption types of healthy food products 17
4.3.5.2 Perception types of healthy food products 18
4.3.6 Key attributes of healthy food products toward
purchasing decision
18
4.3.7 Key attributes of healthy food products toward
purchasing decision
19
4.3.7.1 Socio-demographics characteristics toward
healthy food consumption
19
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4.3.7.2 Socio-Demographics characteristics toward
healthy food purchasing decision
20
4.3.7.3 Consumers’ lifestyle toward healthy food
consumption
21
4.3.7.4 Consumers’ lifestyles toward purchase
intention on healthy food products
23
4.3.7.5 Types of consumer behavior toward healthy
food consumption
24
4.3.7.6 Types of consumer behavior toward purchase
intention of healthy food consumption
25
4.3.8 key factors that influence decision making in
consuming and purchasing healthy food products
26
4.3.9 Marketing Mix 4Ps of current healthy food products in
the consumer’s point of view
28
4.3.9.1 Products 28
4.3.9.2 Price 28
4.3.9.3 Place 29
4.3.9.4 Promotion 29
CHAPTER 5 CONCLUSIONS AND RECCOMENDATIONS 31
5.1 Conclusion and Managerial implication 31
5.1.1 Millennial perception of healthy food products 31
5.1.2 Millennial healthy eaters’ segments and characteristics 31
5.1.3 Key factors influenced decision making in consuming
healthy food products
33
5.1.4 Recommendation: Marketing mix for healthy food
products
33
5.2 Research Limitation 34
5.3 Suggestion for Future Study 35
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REFERENCES 36
APPENDICES
APPENDIX A: Questions for In-depth Interview 40
APPENDIX B: Cross Tabulation Table for Healthy Food
Consumption Purposes and Related Variables
(n=166)
41
APPENDIX C: Cross Tabulation Table for Healthy Consumption
Purposes and Demographic (n=166)
43
APPENDIX D: Cross Tabulation Table for Purchase Decision and
Demographic Characteristics (n=166)
46
APPENDIX E: Cross Tabulation Table for Types of Consumer
Behaviors and Related Variables (n=166)
48
BIOGRAPHY 50
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LIST OF TABLES
Tables Page
3.1 Example of the key research variables in this study 11
3.2 Example of the demographic variables in this study 11
4.1 Respondents’ demographic profiles 15
4.2 Perception on healthy food products 16
4.3 Perception of benefits of healthy food products 16
4.4 Respondents’ attitude toward healthy food consumption 17
4.5 Chi-Square result based on crosstab analysis between consumption
types of healthy food products and purposes of healthy food
consumption
18
4.6 Chi-Square result based on crosstab analysis between perception types
of healthy food products and consumption purposes
18
4.7 Healthy food product attributes 19
4.8 Chi-Square result based on crosstab analysis between demographic
factors: gender, age, status, education, occupation, income, and
purposes of healthy food consumption
20
4.9 Chi-square result based on crosstab analysis between demographic
factors: gender, age, status, education, occupation, income, and the
purchasing decision of healthy food products
21
4.10 Healthy food consumers’ lifestyles 22
4.11 Relationship between lifestyles and consuming decision on healthy
food products using analysis of variance (ANOVA)
22
4.12 Relationship between lifestyles and purchase intention on healthy
food products by using Analysis of variance (ANOVA)
23
4.13 Types of consumer behavior 24
4.14 Respondent’s frequency of healthy food consumption 25
4.15 Chi-Square result based on crosstab analysis between types of
consumer behaviors and consumption frequency of healthy food
products
25
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4.16 Chi-Square result based on crosstab analysis between types of
consumer behaviors and purchase intention of healthy food products
26
4.17 KMO and Bartlett's Test 26
4.18 Result of factor analysis on key attributes affecting consuming and
purchasing decision for healthy food products
27
4.19 Consumption types of healthy food products 28
4.20 Frequency table- Price spending per meal on healthy food products 29
4.21 Frequency table- Distribution channels that respondent buy healthy
food products
29
4.22 Frequency table - Promotion media channels of healthy food products 30
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LIST OF A FIGURE
Figure Page
2.1 Health Belief Model 6
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CHAPTER 1
INTRODUCTION
1.1 Market situation
Definition: Healthy food eating or healthy diet: having a balanced diet and eating a
variety of foods in the right proportions, and consuming the right amount of food and
drink to achieve and maintain a healthy body weight.
Currently, health-conscious living has been transforming ways of life around
the world, even in Thailand. Thai people tend to be more concerned about their health
because many health products are appearing in the market. The trends for healthy living
are mainly evident in the group of millennial age who live in the urban areas of
Thailand.
According to K-Bank Research (2017) and Food Intelligence Center Thailand
(2017), Thailand spent THB 170 billion by 2015 in the healthy food market,
representing the CAGR of 9.1%, which is a good projection of growth compared to
conventional food products, which account for only CAGR of 3-5%. Moreover, the
millennial/Gen Y population (defined as people who were born in the 1980s-1990s)
(Hakuhodo Institute of Life and Living, 2017) in Thailand amounted to 28% of the total
population in 2015, which represents a massive opportunity for consumer businesses
based on the number and high rate of spending (SCB Economic Intelligence Center,
2014).
The latest health trends for Thai millennial consumers follow the ideology of
“You are what you eat.” Such trends are influenced from role models of healthy
lifestyle living such as celebrities, lifestyle bloggers or a Key Opinion Leader (KOL),
and parents. However, healthy food products in Thailand have been perceived as
premium products that only consumers with high spending power can afford due to
their high price points.
Thai millennial people, especially those of the middle-upper classes, prefer to
choose healthy food products based on the criteria of health-related product attributes,
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for example, all-natural food products or those that are as close to nature as possible,
organic products, clean food products, and local products, all of which reflect purity
and truly being from nature (Thairath News Online, Aug 1, 2017). The price and taste
of healthy food products are the two basic common considerations for purchasing, as
they are for any food product.
This study will collect primary and secondary data from both quantitative and
qualitative research, but it will mainly focus on qualitative research. Target respondents
are Thai millennial consumers who live in an urban area (Bangkok and its vicinity) and
purchase healthy food products on a daily basis. The important questions that results of
this study will answer are: Why do they buy and consume healthy food products? What
are the types and characteristics of healthy food eaters? What healthy food products do
they normally purchase? What are the consumer’s driving factors to purchase or not
purchase healthy food products? The study aims to gain insight about healthy eating
consumers' attitudes toward healthy food products that will help Thailand’s food
industries and other health-related businesses establish proper business and marketing
plans for healthy food products. The concept of contemporary topics in applied
marketing will be used in this study.
1.2 Research objectives
The main objectives of this study are:
1. To explore perceptions and attitudes toward healthy food products among Thai
Millennial consumer
▪ To understand perception and attitude toward healthy food eating by Thai
millennial consumer
▪ To identify the difference between perceptions and attitudes in consuming
healthy food products among Thai Millennial consumers.
▪ To define types and key attributes of healthy food products in the Thai
Millennial consumer’s mind
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2. To identify the segments and characteristics of millennial consumer who
consumes and purchases healthy food products based on demographic,
psychographic, and behavioral factors
▪ To understand the socio-demographic factors that influence Thai millennial
consumer to consume and purchase healthy food products
▪ To determine the difference of lifestyles that affect Thai millennial
consumer to consume and purchase healthy food products
▪ To identify the behaviors of Thai millennial consumer who are healthy food
eaters
3. To determine the key factors that influence decision making in consuming and
purchasing healthy food products among Thai millennial consumer
▪ To identify the Thai millennial consumer’s perceived values in consuming
and purchasing healthy food products toward Thai millennial consumer
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CHAPTER 2
REVIEW OF LITERATURE
2.1 Healthy Lifestyle
A healthy lifestyle includes activities an individual undertakes, such as natural
food consumption, health care, and life equilibrium (Gil et al., 2000). Balance, variety,
and moderation are the keys to healthy eating. Having a balanced diet and eating a
variety of foods will provide the nutrients the body needs to maintain physical health,
mental health, and energy. Healthy food categories are a faster-growing trend than
indulgent categories, but there is still room for the occasional unhealthy treat (Nielsen
Report, 2015). Even some health-consciousness or health concerned people in reality
follow an unhealthy lifestyle. It is just about “balance.” In general, healthier food comes
with a higher cost trade-off for better quality (Global Market Research, 2017).
Therefore, some people are not willing to consume natural healthy foods due to their
higher prices (Krystallis and Chryssohoidis, 2005), while others, especially younger
consumers, are seeking fresh, natural and less processed foods with fewer ingredients
and are willing to pay a premium price for them (Nielsen Report, 2015).
2.2 Definition of healthy diet
The World Health Organization Factsheet (2018) defines a healthy diet as
diversified and balanced food consumption that will vary depending on individual
characteristics such as gender, age, degree of physical activity, and lifestyle. Still, the
core concept of a healthy diet remains the same. Consuming a healthy diet and being
physically activity prevent malnutrition and non-communicable diseases (NCDs) such
as diabetes, heart disease, stroke, and cancer. However, changes in lifestyle and rapid
urbanization have led to shifts in eating patterns, with people tending to consume more
high energy foods, sugar, and sodium and less fruits and vegetables without being
conscious of it.
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2.3 Health concern
Health consciousness is a crucial component to explain changes in health-
related behaviors. The increase in health concern among consumers has led to an
increasing interest in the health-related aspects of food (Jun et al., 2014; Ruggless,
2011). Health-conscious consumers tend to seek food products with health and
nutritional benefits and to exercise for disease prevention, weight control, and personal
appearance (Fitzerald et al., 2013; Kang et al., 2015). Various studies have found that
the factor of health benefits is a key determinant for consumers to purchase healthy
food products, while education and knowledge are the significant factors affecting
consumers' perceptions of healthy food products (Solomon et al., 2016). Donini,
Savina, and Cannella (2003) determined that consumers' level of health consciousness
could be divided into two market segments: taste lover segment and nutrition facts
seeker segment. The taste lover segment does not care much about nutrients or nutrition
facts, but the taste of healthy food products matters for them, whereas the nutrition facts
seeker segment tends to choose their food carefully, with strict adherence to the
declarations on the label to ensure that the food will not be harmful to their health. A
Harvard Medical School publication (2018) also suggests that the effective way to
maintain a healthy diet is to keep unhealthy foods to a minimum and balance them with
nutritious categories. Food categories already certified as unhealthy including sugars
(e.g., white refined sugar, brown sugar, high fructose corn syrup or honey), which are
almost pure carbohydrates and contain less nutrients; baked sweets (e.g., cookies, snack
cakes, doughnuts, pastries, and many other treats), which have added sugar and
unhealthy fat in them, white carbohydrates (e.g., bread, pasta, potatoes, rice, cookies,
cake, or pancakes), which should be replaced by whole grains; processed and high-fat
meats (e.g., bacon, ham, pepperoni, hot dogs, and many lunch meats), which are less
healthy than protein from fish, skinless chicken, nuts, beans, soy, and whole grains; and
salt (do not consume more than 2,300 mg/day.)
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2.4 Health belief model (HBM)
Health belief model (HBM) is one of the most widely used in health behavior
research (Deshpande et al., 2009; Vassallo et al., 2009) to predict and describe general
behavior about health and socio-psychological variables. It is also commonly used in
health education and promotion (Glanz et al., 1998). Personal perception can be
influenced by various individual motivational factors of the consumer such as attitudes,
health beliefs, and personal convictions. Moreover, the health belief model explains
consumers' behavior, specifically how they make a decision about their health
behaviors, which can be used to predict the likelihood of changing dietary behaviors.
There are many variable components of health belief model that will influence
consumers to adapt and enhance their healthy consumption behaviors (Redding et al.,
2000), as Figure 2.1 illustrates.
Figure 2.1. Health Belief Model
The components of variables in the health belief model are perceived barriers
(the consumer’s perception of obstacles to changing behaviors), perceived
susceptibility (how fast the consumer perceives risk), perceived severity (the degree of
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impact or risk the consumer perceives), and perceived benefits (the consumer perceives
the benefits of goods). Two other main elements include cue to action and self-efficacy
to explain the external and internal factors that affect the health behavior change.
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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Exploratory research
This research aims to explore consumers’ awareness, perceptions, attitudes, and
actual behaviors toward healthy food products in Thailand.
3.1.1 Secondary research
Information regarding industry overview and demographics of Thailand’s
millennial consumers will be gathered from published sources online and offline such
as World Health Organization Fact Sheet, Nielsen Global Health Report, National Food
Institute (Ministry of Industry), K-Bank research, SCB Intelligence Center, online
newspapers, and academic journals.
3.1.2 In-depth interview
In-depth interviews will be conducted with two major groups of
respondents, healthy food consumers and healthy food sellers or shops. Consumers will
provide information regarding awareness, attitudes, lifestyle, shopping habits,
purchasing behaviors, and key attributes commonly used for making decisions to
purchase and consume healthy food products. The sellers’ point of view will provide
market insight and existing marketing implementation in the real world. Appendix A
shows the questions from interviews for healthy food consumers and healthy food
sellers.
3.2 Descriptive Research
This research aims to describe characteristics, attitudes, and behaviors of
healthy food eaters and to examine the key factors that influence their purchasing and
consuming decisions toward healthy food products to suggest the right marketing plan
to capture the market for healthy food businesses in Thailand.
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3.2.1 Survey Questionnaire
The survey questionnaire was conducted online with a total of 150-200
respondents selected from the group of current healthy food consumers.
The questionnaire was taken approximately 5-10 minutes to complete.
3.3 Data Collection Procedure
3.3.1 Sampling Plan (Sample Size and Recruiting Plan)
Due to time limitations, the sample of in-depth interviews was selected by
convenience sampling, and the data was systematically collected through an online
questionnaire by convenience and snowball sampling (the survey questionnaire was
translated into the Thai language).
3.3.1.1 In-depth interview
Consumer
Who to recruit? /Respondent requirements
▪ 20-39 years old (millennial age)
▪ Lives in Bangkok and consumes healthy food products on a
daily basis (or at least 4-5 times a week)
▪ Currently not working in healthy food industry or related
business
Recruiting method and where to recruit
▪ Method: from personal connections, snowball sampling
▪ Place: office building, fitness center, healthy food shop
Healthy food sellers
Who to recruit? /Respondent requirements
▪ Healthy sellers (e.g., healthy food shops, healthy food zones)
Where to recruit
▪ On-site visits to healthy shops (e.g., Baimiang healthy shop,
organic supply) or healthy food zone in premium
supermarket (e.g., Gourmet Paragon, Central Food Hall)
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3.3.1.2 Survey Questionnaire
Who to recruit? /Respondent requirements
▪ 20-39 years old with SES: all socioeconomic statuses
▪ Lives in Bangkok
▪ Consumes healthy food products on a daily basis (or at least
1 time per week)
▪ Currently not working in healthy food industry or related
business
Where to recruit
Through Facebook page and Line application with selective
criteria per respondent requirements.
3.4 Data Analysis Plan
Data obtained from the respondents will be analyzed using Statistical Package
for Social Sciences (SPSS) to produce the statistical data, frequencies, analysis of
variance (ANOVA), Chi-square, and correlation between variables. Other statistical
analysis may be used as appropriate.
3.4.1 Key Research Variables
The variables in this objective include consumer’s lifestyle and perceived
values toward healthy food products, which can be defined as 2 types of benefits,
functional and emotional benefits. Functional benefits include product attributes (e.g.,
all-natural, fresh, organic, less processed, tasted) and price. Emotional benefits include
mental attributes (e.g., good health, self-esteem, good mood, good shape). All these are
examples of independent variables that this study will use to identify the correlation
and analysis of variance (ANOVA) to see whether independent variables cause any
significant consequences among the dependent variables (consumption decision and
purchase intention) as well as Chi-square to test the relationship between two variables.
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Table 3.1 Example of the key research variables in this study
Independent variable (IV) Dependent variable (DV)
1. Perceived values (benefits) Consumption decision
Purchase intention 2. Consumption behavior
3. Psychographic (Lifestyle)
3.4.2 Example of the key research variables in this study (Cont.)
Demographic information was collected and statistically analyzed to
understand respondents’ profile and behavior. Also, the influencing factors that can
drive the consumption and purchase decisions of healthy food products were collected
in the form of 5-level Likert scale to measure the level of importance of influencing
factors.
Table 3.2 Example of the demographic variables in this study
Characteristics Data
1. Age (years) Mean, Standard Deviation, Median, Range
2. Gender Percentage of male, Percentage of female
3. Marital Status Single, Married, Divorced, Widowed, Separated
4. Education High school diploma or equivalent degree, Bachelor’s
degree, Master’s degree and higher
5.Occupation Student, Office worker, Government officer, Freelance,
Business owner, Housewife, Unemployed
6. Income range
Below 15,000 THB per month,
15,001 – 25,000 THB per month,
25,001 – 35,000 THB per month,
35,001 – 45,000 THB per month
45,001 – 55,000 THB per month
more than 55,000 THB per month
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CHAPTER 4
RESULTS AND DISCUSSION
4.1 Consumer In-depth interview Analysis
In-depth interviews were conducted with 10 target respondents who are
healthy food eaters on a daily basis or at least 4-5 times per week and live in Bangkok
on October 23 and 26 and November 22 and 23. Seven females (ages 22-36) were
interviewed, with five persons working as office workers, one as a government officer,
and one as a flight attendant. Three males (ages 25-34) who all work as sales and
marketing officers were interviewed. The objective is to explore characteristics, general
behaviors, and purchasing criteria toward healthy food products before posting the
online questionnaire.
4.1.1 Key-findings from consumer’s point of view
- Most interviewees said that healthy food products should be less
processed or have all-natural ingredients, which are the important
purchasing criteria.
- All 10 interviewees agreed that the price of healthy food products is
quite expensive.
- Three interviewees said that consuming healthy food products is about
their lifestyles, which were influenced by their family/parents. Three
women interviewees said that their consumption of healthy food
products has been influenced by following a celebrity lifestyle or
lifestyle bloggers.
- All interviewees said that the best way to get good health is about the
balance of food they eat and exercise. They strongly agreed that 70-80%
of good health comes from food, but they also thought that trying to eat
healthy foods all the time without any treats on special social occasions
is seemingly impossible.
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- Three women respondents said that the purpose of eating healthy food
products was mainly to lose weight or weight control for a good body
shape, while two men respondents said that the main purpose for eating
healthy food is for staying healthy and having no health problems in
present and future.
4.2 Healthy Food Seller In-depth Interview Analysis
In-depth interviews were conducted with 2 healthy food sellers on November
29. The two respondents are female product consultants from a healthy food shop
named “Baimiang” and the healthy food zone at Gourmet Paragon. The objectives are
to explore the consumer’s trends and behaviors toward healthy food products from the
seller’s point of view.
4.2.1 Key-findings from seller’s point of view
- Two healthy food sellers said that the sales of healthy food products on
weekdays tend to be higher than on the weekend due to consumers
having no time for cooking on weekdays.
- One healthy food seller at Baimiang shop said that cleaned food in
ready-to-eat forms such as salad boxes, sandwiches or bottles of 100%
cold press juice are the best-selling healthy food products.
- Two sellers said that price and product attributes such as freshness,
cleanliness, and natural have a strong impact on the customer’s
purchasing decision.
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4.3 Survey Questionnaire Analysis
4.3.1 Respondents’ profiles
The survey questionnaire was conducted online from 22 February to 26
March 2019 with total participation of 230 respondents. However, only 166
respondents completed the questionnaire, so the data from these 166 respondents were
analyzed using Statistics Package for Social Sciences (SPSS). The demographic
profiles of the 166 respondents who lived in Bangkok or Greater Bangkok vicinity, had
consumed healthy food products or healthy meals within the past 30 days, and were
between 20-39 years old (millennial age range) were highlighted with respect to gender,
age, marital status, education level, occupation, and monthly personal income. In all,
84% were female, 74% were between 25 and 29 years old, 52% were single, 52% hold
a master’s degree, 55% were corporate employees, and 23% had a monthly personal
income range between 25,000-35,000 baht and above 55,000 baht (see Table 4.1). The
sample may not represent the entire population due to convenience sampling.
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Table 4.1 Respondents’ demographic profiles
4.3.2 Respondents’ perception toward types of healthy food products
Table 4.2 shows the awareness and perception of the definition of healthy
food products from 166 millennial healthy food eaters. Respondents thought that
healthy food products are foods that contain less saturated fat, trans fat, sugar, and
Frequency %
Male 26 16%
Female 140 84%
20-24 19 11%
25-29 123 74%
30-34 10 6%
35-39 14 8%
single 87 52%
single but in relationship 63 38%
Married/ Live together - without kids 8 5%
Married/ Live together- with kids 8 5%
Separated/ Divorced/ Widow - without kids0 0%
Separated/ Divorced/ Widow - with kids 0 0%
Below Bachelor’s Degree 2 1%
Bachelor’s Degree 74 45%
Master’s Degree 87 52%
Higher than Master’s Degree 3 2%
Student 25 15%
Employee in the private company 91 55%
Government Officer 2 1%
State Enterprise employee 17 10%
Part-time employee 0 0%
Freelance 8 5%
Business owner 20 12%
Other-please specify 3 2%
below 15,000 baht 13 8%
15,001-25,000 baht 31 19%
25,001 – 35,000 baht 39 23%
35,0001 – 45,000 baht 28 17%
45,0001-55,000 baht 17 10%
above 55,000 baht 38 23%
Occupation
Monthly
personal income
(Baht)
Respondents' Demographic Profiles (n=166)
Gender
Age
Marital status
Education level
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sodium (65%), followed by fresh and natural food products such as clean-eating food,
less processed food (59%), food that includes the essential five nutrients and the
balanced proportion of food (54%), and functional foods and supplements (13%).
Table 4.2 Perception on healthy food products
4.3.3 Respondents’ perceptions of benefits of healthy food products
Table 4.3 shows responses to a multiple-answer question. The
respondents believed the benefits of healthy food products include to reduce health
problems for longer living (84%), to lose or control body weight (73%), to keep the
body fit and stay healthy (57%), and lastly to enhance a “feel good” mood (17%).
Table 4.3 Perception of benefits of healthy food products
Perception on healthy food products (n=166) Frequency %
What is
“Healthy food
product” from
your
understanding?
(Multiple
answer)
The food that composed of essential 5
food nutrients; 1. Carbohydrate
(Rice/Flour) 2. Protein (Meats/Nuts) 3.
Mineral (Fruit) 4. Vitamin (Vegetable) 5.
Fat
90 54%
The food that contain less Saturated fat,
Trans fat, sugar, and sodium 108 65%
The balance proportion of food that
suitable with individual personal’s weight
and physical activity
90 54%
Fresh and natural food products such as
Clean-eating food, less processed food 98 59%
Functional food and supplement 21 13%
Perception on benefits of healthy food products
(n=166) Frequency %
What are the
benefits of
eating healthy
food products?
(Multiple
answer)
To lose or control the body weight 122 73%
To keep the body fit and stay healthy 95 57%
To reduce health problems for longer
living 140 84%
To enhance “feel good” mood 28 17%
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4.3.4 Respondents’ attitude toward healthy food consumption
Table 4.3 shows that the majority of respondents perceived that the
benefits of consuming healthy food products are to reduce health problems for longer
living and to lose or control weight (84% and 73%, respectively). However, when asked
about the main purpose of consuming healthy food products with a single answer (see
Table 4.4), 72 people (43%) consume healthy food products to lose or control body
weight, 33% do so to keep the body fit and stay healthy, 22% do so to reduce health
problems for longer living, and only 2% consume healthy food to enhance “feel good”
mood.
Table 4.4 Respondents’ attitude toward healthy food consumption
Respondent’s attitude toward healthy food consumption
(n=166) Frequency %
Purpose to
consume
healthy food
products?
To lose or control the body weight 72 43%
To keep the body fit and stay healthy 54 33%
To reduce health problems for longer living 37 22%
To enhance “feel good” mood 3 2%
4.3.5 Types of healthy food products
4.3.5.1 Consumption types of healthy food products
Cross-tabulation analysis was conducted to identify the
relationship between consumption types of healthy food products and the perceived
values in consuming healthy food products. At 95% confidence interval, the result
shown in Table 4.5 suggested that there was a significant difference between types of
healthy food products and the purposes of consuming healthy food products (X2(15) =
46.50, p = 0.000). In all, 68% of the respondents who wanted to lose or control weight
chose to consume the type of fresh and natural ready meal products, e.g., clean-eating
box set, 67% with the purpose of keeping the body fit and staying healthy chose to
consume the type of healthy menu at restaurants and cafés, and 59% with the purpose
of reducing health problems for longer living chose to consume healthy snack types.
The purpose of enhancing a “feel good” mood could not be analyzed due to the small
sample size (see Appendix B for detail of cross-tabulation table).
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Table 4.5 Chi-Square result based on crosstab analysis between consumption types of
healthy food products and purposes of healthy food consumption
4.3.5.2 Perception types of healthy food products
As the result shown in table 4.6, there was not significantly
different between perception types of healthy food products and the consumption
purposes of healthy food products at the 95 percent confident level (p>0.05). However,
by the purposes of healthy food products consumption of the respondents showed that
65.3% of respondents with the purpose to lose/control the body weight and 75.7% of
respondents to reduce health problems thought that the food which contains less fat,
sugar, and sodium is the choice for their healthy option. While the majority of
respondents with the purpose to keep the body fit and stay healthy at 63% chose the
types of food that composed of essential 5 food nutrients, and 100% of the purpose to
enhance the “feel good” mood chose type of fresh and natural food products such as
Clean-eating food, less processed food as their healthy option. (See Appendix B for
detail of cross tabulation table).
Table 4.6 Chi-Square result based on crosstab analysis between perception types of
healthy food products and consumption purposes
4.3.6 Key attributes of healthy food products toward purchasing decision
The results in Table 4.7 show that most respondents considered the
benefits of the healthy food products were that they were really good for health, this
being the key main attribute to drive the purchasing decision with the highest mean
Compare Pearson
Chi-Square
Sig
(2-sided) df
Types of healthy food products
x
Purposes of healthy food consumption
46.50 0.000 15
Compare Pearson
Chi-Square
Sig
(2-sided) df
Types of healthy food products
X
Consumption purposes
22.44 0.097 15
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score (4.27) from the 5-point Likert scale. This was followed by all-natural/less
processed food (4.08), healthy food product information (4.07), and less fat attributes
(4.00).
Table 4.7 Healthy food product attributes
4.3.7 Healthy food consumer segments and characteristics
4.3.7.1 Socio-demographics characteristics toward healthy food
consumption
Healthy food consumer segments based on the demographic
characteristics were analyzed by cross-tabulation to identify the relationship between
the demographic characteristics and the purposes of their healthy food consumption. At
95% confidence interval, the results in Table 4.8 suggest that there was a significant
difference between the purposes of healthy food product consumption and the
demographic characteristics in terms of age, job, and income at X2(9) = 25.48, p =
0.002, X2(18) = 36.64, p = 0.006, and X2(15) = 36.13, p = 0.002, consecutively. For the
age characteristic, respondents age 20-24 consume to lose/control body weight and
keep the body fit (37% for both), respondents age 25-29 consume to lose/control body
weight and keep the body fit (47% and 30%, respectively), respondents age 30-34
consume to lose/control body weight and to keep the body fit (30% for both), and lastly,
Healthy food product attributes Mean Std. Deviation
Really good to health as it claims 4.27 .756
All natural / less processed food 4.08 .755
Healthy food product information 4.07 .828
Less-low fat 4.00 .771
Healthy food price 3.77 .885
Place for shopping healthy food 3.72 .938
Low sodium 3.71 .973
No sugar 3.69 .906
Organic food products 3.61 1.089
Recommendation from close persons 3.39 1.132
Promotion 3.30 1.058
Advertisement / Blogger review 3.12 1.116
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respondents age 35-39 consume to keep the body fit (50%). For job characteristics, 60%
of students consume for the purpose to keep the body fit, 47% of corporate employee
consume to lose/control body weight, 47% for state enterprise employee equally
consume to lose/control body weight and to keep the body fit, and 50% of state
employee consume to lose/control body weight. Lastly, for income characteristic,
respondents with incomes below 15,000 baht, 35,001-45,000 baht, and 45,001-55,000
baht consume for the purpose to keep the body fit at 69%,43%, and 65% respectively,
while respondents’ income 15,001-25,000 baht and above 55,000 baht consume to
lose/control body weight. (See Appendix C for detail of cross-tabulation table).
Table 4.8 Chi-Square result based on crosstab analysis between demographic factors:
gender, age, status, education, occupation, income, and purposes of healthy food
consumption
Compare Pearson
Chi-Square Sig (2-sided) df
Gender x Purposes of consumption 4.381 0.223 3
Age x Purposes of consumption 25.480 0.002 9
Status x Purposes of consumption 16.424 0.059 9
Education x Purposes of consumption 16.291 0.061 9
Job x Purposes of consumption 36.636 0.006 18
Income x Purposes of consumption 36.134 0.002 15
4.3.7.2 Socio-Demographics characteristics toward healthy food
purchasing decision
The cross-tabulation analysis in Table 4.9 was conducted to
identify the relationship between the demographic characteristics and the purchasing
decision for healthy food products. At 95% confidence interval, there was a significant
association between the purchasing decision and age at X2(3) = 23.52, p <0.01 and
education at X2(3) = 19.43, p <0.01. For the age characteristic, respondents age 20-24,
25-29, 30-34, and 35-39 answered that they will continue to purchase healthy food
products (68%, 91%, 100% and 50%, respectively). For the education characteristic,
93% of master’s degree respondents and 78% of bachelor’s degree respondents will
continue to purchase healthy food products (see Appendix D for detail of cross-
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tabulation table). There were no significant differences between gender, status, job,
income, and the purchasing decision of healthy food products.
Table 4.9 Chi-square result based on crosstab analysis between demographic factors:
gender, age, status, education, occupation, income, and the purchasing decision of
healthy food products
Compare Pearson
Chi-Square Sig (2-sided) df
Gender x Purchase decision 0.568 0.451 1
Age x Purchase decision 23.518 0.000 3
Status x Purchase decision 3.187 0.364 3
Education x Purchase decision 19.433 0.000 3
Job x Purchase decision 8.279 0.218 6
Income x Purchase decision 6.246 0.283 5
4.3.7.3 Consumers’ lifestyle toward healthy food consumption
Table 4.10 shows the characteristics of healthy food consumers
that were classified based on their lifestyles. Using the 5-point Likert scale, most
respondents agreed that they are healthy eaters who are concerned about price. Thus,
most healthy food products are quite expensive, with the highest mean score at 4.16.
Respondents agreed that they are healthy lifestyle living persons at mean score 4.04
and that they consumed healthy food products with some treats on special occasions
at 3.51. The lowest mean score was 2.46 on the issue of time for cooking healthy meals;
thus, most respondents had no time to cook. One-way ANOVA was used to test if there
was a statistically significant difference between respondents' lifestyles and consuming
decision on healthy food products. Table 4.11 shows the results. There was a
significant difference between the three groups of consumer lifestyles and the decision
to consume healthy food products (p<0.05): the healthy lifestyle living people (F
(3,162) = 189.34), the healthy food eaters with occasional treats ((F (3,162) = 2.93),
and the healthy food eaters who were concerned about price ((F (3,162) = 8.93).
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Table 4.10 Healthy food consumers’ lifestyles
Healthy food consumers’ lifestyles Mean Standard
Deviation
I am a price concerned healthy eater; thus, most of
the healthy food products are quite expensive. 4.16 0.816
I am a healthy lifestyle living person. 4.04 0.750
I consume healthy food products but also have some
treats in the special social occasion. 3.51 1.105
I have time for cooking healthy meal 2.46 1.199
Table 4.11 Relationship between lifestyles and consuming decision on healthy food
products using analysis of variance (ANOVA)
Sum of
Squares df
Mean
Square F Sig.
I am a healthy
lifestyle living
person.
Between
Groups 72.132 3 24.044 189.338 .000
Within Groups 20.572 162 .127
Total 92.705 165
I have time for
cooking healthy
meal
Between
Groups .225 3 .075 .051 .985
Within Groups 237.058 162 1.463
Total 237.283 165
I consume healthy
food products but
also have some
treats in the special
social occasion.
Between
Groups 10.371 3 3.457 2.931 .035
Within Groups 191.105 162 1.180
Total 201.476 165
I concern the price
of healthy food
products; thus,
most of them are
quite expensive
Between
Groups 15.600 3 5.200 8.930 .000
Within Groups 94.328 162 .582
Total 109.928 165
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4.3.7.4 Consumers’ lifestyles toward purchase intention on healthy
food products
Based on ANOVA analysis as the results shown in table 4.12,
there was a significant relationship existed between the two groups of lifestyles and the
intention to buy healthy food products at p-value <0.05, including the healthy lifestyle
living person (p= 0.01) and the price concerned lifestyle people (p=0.02). However, it
was not statistically significant to the point of any difference in the lifestyles of cooking
healthy meal people and the having occasional treats people to the intention to buy
healthy food products.
Table 4.12 Relationship between lifestyles and purchase intention on healthy food
products by using Analysis of variance (ANOVA)
Consumer's lifestyle x purchasing
intention of healthy food products
Sum of
Squares df
Mean
Square F Sig.
I am a healthy
lifestyle living
person.
Between Groups 7.156 4 1.789 3.367 .011
Within Groups 85.549 161 .531
Total 92.705 165
I have time for
cooking healthy
meal
Between Groups 4.605 4 1.151 .797 .529
Within Groups 232.678 161 1.445
Total 237.283 165
I consume healthy
food products but
also have some
treats in the
special social
occasion.
Between Groups 6.600 4 1.650 1.363 .249
Within Groups 194.876 161 1.210
Total
201.476 165
I concern the
price of healthy
food products;
thus, most of them
are quite
expensive
Between Groups 7.517 4 1.879 2.954 .022
Within Groups 102.411 161 .636
Total
109.928 165
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4.3.7.5 Types of consumer behavior toward healthy food
consumption
Table 4.13 shows the segments of healthy consumers that were
classified based on their eating and exercising behaviors versus the consumption
frequency of healthy food products. Most of the respondents (53%) answered that they
do not have time to exercise, but they control the food they eat, followed by 21.7%
who have time to exercise but do not quite control the food they eat, 19.3% who both
have time to exercise and control the food they eat, 4.8% who love to go to the fitness
center almost every day, and 1.2% who said they are very strict about the food they
eat.
Table 4.13 Types of consumer behavior
Types of healthy food consumer behaviors (n=166) Frequency %
Which statement best
describes your
behavior most?
(Single answer)
No time to exercise, control
food 88 53.0%
Have time to exercise, not
control food 36 21.7%
Have time to exercise and
control food 32 19.3%
I love fitness almost every day 8 4.8%
I am very strict in the food I eat 2 1.2%
Table 4.14 showed the frequency of healthy food consumption of
the total respondents, 38% or 63 respondents consume healthy food products 2-3 times
per week, followed by 26.5% consume 1 time per week, 20.5% consume 4-5 times per
week, 9% consume 6-7 times per week, and lastly only 6% consume more than 7 times
per week. According to the cross-tabulation analysis as the results shown in table 4.15,
at 95 percent confident interval, there was significant association between types of
consumer behaviors in terms of eating and exercising behaviors and the consumption
frequency of healthy food products at X2(16) = 38.47, p < 0.01. 52.8% of respondents
who have time for exercise but quite not control for food and 38.6% of respondents
who control the food but do not have time for exercise tended to have less consumption
frequency of healthy food products which are 2-3 times per week compared to the
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respondents who love fitness almost every day and respondents who both have time for
exercise and control food which consume healthy food products at 4-5 times per week
at 62.5% and 28.1% respectively. (See Appendix E for detail of cross-tabulation table).
Table 4.14 Respondent’s frequency of healthy food consumption
Frequency of healthy food
consumption (n=166) Count Column N %
How often do you
consume “Healthy
meal or Healthy
food products”?
1 time per week 44 26.5%
2-3 times per week 63 38.0%
4-5 times per week 34 20.5%
6-7 times per week 15 9.0%
More than 7 times
per week 10 6.0%
Table 4.15 Chi-Square result based on crosstab analysis between types of consumer
behaviors and consumption frequency of healthy food products
Compare Pearson
Chi-Square
Sig
(2-sided) df
Types of consumer behaviors x
Consumption frequency of healthy food
products
38.47 0.001 16
4.3.7.6 Types of consumer behavior toward purchase intention of
healthy food consumption
According to table 4.16, the cross-tabulation analysis was
conducted to identify the relationship between types of consumer behaviors and the
purchase intention of healthy food products. At 95 percent confident interval level
suggested that there was no statistically significant association between types of
consumer behaviors in terms of eating and exercising habits and intention to buy
healthy food products at (X2(4) = 3.88, p = 0.423). However, respondents who have
time for exercise but quite not control for food had the highest rate of purchase intention
of healthy food products at 94.4% compared to the other habits (See Appendix E for
detail of cross tabulation table).
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Table 4.16 Chi-Square result based on crosstab analysis between types of consumer
behaviors and purchase intention of healthy food products
Compare Pearson
Chi-Square
Sig
(2-sided) df
Types of consumer behaviors x Purchase
intention of healthy food products 3.88 0.423 4
4.3.8 key factors that influence decision making in consuming and
purchasing healthy food products
Factor analysis was conducted for extracting the key attributes of healthy
food products from 12 independent variables which can influenced the decision making
in consuming and purchasing healthy food products for a millennial healthy food eater.
The Kaiser-Meyer-Olkin measure of sampling adequacy (KMO) and Bartlett's test of
sphericity was applied to ensure that the variables were appropriate for running the
factor analysis. Table 4.17, showed the KMO of 0.63 which was higher than 0.5, and
Bartlett's test with a significant P-value = 0.00 (p<0.05), indicated that there are
association between variables which can be concluded to run for factor analysis.
Table 4.17 KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .630
Bartlett's Test of Sphericity Approx. Chi-Square 513.696
df 66
Sig. .000
Factor analysis was applied to the principle component and Varimax
rotation method with Kaiser Normalization. The results in table 4.18, showed that 12
variables can be grouped into four factor components which were interpreted and
labelled as 1). Nutrient aholic- related to the nutritional values consideration of healthy
food products e.g. Low sodium, Less-low fat, and low sugar 2). Media follower- related
to the group that dominantly influenced by media on the decision in consuming and
purchasing healthy food products e.g. recommendation from close persons,
advertisement /blogger review and the promotion of healthy food products 3).
Convenient seeker- related to the easiness and affordability aspects in all term’s
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consideration e.g. healthy food product information, healthy food price, and place for
shopping healthy food products 4). Health prover- related to consideration on the
authenticity and clarity of the healthy food products which linked directly to health
benefits e.g. all natural/ less processed healthy food products, the products are really
good to health as it claims, and the organic food products.
Table 4.18 Result of factor analysis on key attributes affecting consuming and
purchasing decision for healthy food products
Factor 1
Nutrient
aholic
Factor 2
Media
follower
Factor 3
Convenient
seeker
Factor 4
Health
Prover
Low sodium .867 .108 .115 -.018
Less-low fat .815 .014 .096 .116
No sugar .739 .019 .012 .225
Recommendation
from close persons -.069 .813 .142 .114
Advertisement /
Blogger review .049 .801 .044 .079
Promotion .319 .618 .386 -.309
Healthy food product
information .241 .006 .783 .001
Healthy food price -.125 .339 .660 .266
Place for shopping
healthy food .062 .047 .590 .321
All natural / less
processed food .191 .047 .172 .744
Really good to health
as it claims .043 .045 .237 .614
Organic food
products .215 .502 -.170 .494
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4.3.9 Marketing Mix 4Ps of current healthy food products in the
consumer’s point of view
4.3.9.1 Products
Based on the results in table 4.19, the majority of millennial
respondents are normally consumed healthy menu at restaurant/café, healthy snacks,
and the fresh and natural ready meal at 52.4% ,51.2%, and 46.4% consecutively than
the other healthy categories.
Table 4.19 Consumption types of healthy food products
Consumption types of healthy food products Frequency %
Fresh and natural ready meal e.g.
healthy box set; Clean-eating box
set
No 89 53.6%
Yes 77 46.4%
Healthy menu at restaurant / Café
e.g. Sandwich, Salad, Juice drinks,
etc.
No 79 47.6%
Yes 87 52.4%
Healthy snack e.g. nuts, whole grain
snack, plant-based snack, meat
snack, etc.
No 81 48.8%
Yes 85 51.2%
Supplementary products for health No 124 74.7%
Yes 42 25.3%
Organic food products No 111 66.9%
Yes 55 33.1%
4.3.9.2 Price
Based on the results in table 4.20, showed the price ranges that
the respondents are normally pay for their healthy food products. With an equal
proportion at 33.7% of respondents are normally pay at price 51-100 baht and 101-
150 baht per meal, followed by 151-200 baht, more than 200 baht, 201-250 baht, and
less than 50 baht at 15.1%, 7.2%, 6.6%, and 3.6% respectively.
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Table 4.20 Frequency table- Price spending per meal on healthy food products
4.3.9.3 Place
According to table 4.21, the majority of respondents buy
healthy food products from supermarket and healthy food shop at 56% and 51.8%.
Table 4.21 Frequency table- Distribution channels that respondent buy healthy food
products
4.3.9.4 Promotion
From table 4.22, most of respondents are normally see the
promotion of healthy food products from the in-store media channel at 57.9%,
followed by food fair/event at 52.4%, social media e.g. Facebook, IG at 48.2%, words
of mouth from friends / families at 33.5%, and lastly for TV commercial at 11.6%.
Price range of healthy food products
(Baht) Frequency %
Less than 50 baht 6 3.6%
51-100 baht 56 33.7%
101- 150 baht 56 33.7%
151- 200 baht 25 15.1%
201 – 250 baht 11 6.6%
More than 250 baht 12 7.2%
Healthy food products distribution channel Frequency %
Convenient store (e.g. 7-11, MaxValue, Family mart) 78 47.0%
Grocery store (e.g. Lemon farm, Golden place) 55 33.1%
Hypermarket (e.g. Tesco Lotus, Big C) 19 11.4%
Supermarket (e.g. Tops, Villa market, Gourmet
Paragon, Central Food hall) 93 56.0%
Healthy food shop 86 51.8%
Other-please specify 2 1.2%
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Table 4.22 Frequency table - Promotion media channels of healthy food products
Healthy food media promotion channel Frequency %
In-store media 95 57.9%
TV commercial 19 11.6%
Food fair / event 86 52.4%
Social media e.g. Facebook, IG 79 48.2%
Words of mouth from friends, families, etc. 55 33.5%
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CHAPTER 5
CONCLUSIONS AND RECCOMENDATIONS
5.1 Conclusion and Managerial implication
5.1.1 Millennial perception of healthy food products
According to research results, perception of millennial healthy food eaters
(age between 20-39) toward healthy food products can be concluded that the majority
of millennial consumers perceived well right on types of healthy food products as the
food that contains less fat, sugar, and sodium (65%), the fresh and natural food products
(59%), and the food includes the essential five nutrients and the balanced proportion of
food (54%). While the perception of benefits of healthy food products in general, most
of millennial healthy eaters perceived that it will help to reduce the health problems for
longer living (84%), followed by help to lose and control weight (73%), and to keep
the body fit and stay healthy (57%). However, the topmost reason for millennial
consumers to consume healthy food products is to lose or control body weight at 43%.
Anyway, the perception of types of healthy food products and the perceived value
(consumption purposes) in consuming healthy food products for millennial consumers
was not a significant association, but the perceived values in consuming healthy food
products was significantly associated to the real consumption types of healthy food
products that millennial consumers choose to consume in their daily life. Thus, the type
of fresh and natural ready meal products, e.g. clean-eating box is most consumed by
people with the purpose to lose or control weight (68%), the type of healthy menu at
restaurant or café is taken by the purpose of keeping the body fit and stay healthy (67%),
and healthy snack type is consumed by people with the purpose of reducing health
problem for longer living (59%).
5.1.2 Millennial healthy eaters’ segments and characteristics
In conclusion, the segments of millennial healthy food eaters in this study
can be classified base on three main characteristics including; consumer’s demographic
characteristics, consumer’s lifestyle characteristics, and consumer’s behavior
characteristics. For the demographic characteristics, the result found that age, job, and
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income were proved to be significant to the consumption purposes of healthy food
products among millennial healthy eaters, while age and education of consumers were
proved to be significant to the purchase intention on healthy food products. The middle
age ranges of millennial consumers; 25-29 and 30-34 were the top two groups that
tended to continue purchasing healthy food product at 91% and 100% respectively.
Also, the higher education level, the higher intention to buy healthy food products than
the lower one, as 93% of Master’s degree and 78% of Bachelor’s degree said that they
are willing to purchase healthy food products in the future. For the lifestyle’s
characteristics classified the consumer’s segment into four main groups which are 1)
Healthy lifestyle living persons 2). Healthy food eaters with occasional treats 3).
Healthy food eaters with price concerned 4). Healthy cooking lifestyle. However, only
the three types of lifestyle were found significant to the consumption decision of
healthy food products including; healthy lifestyle living persons, healthy eaters with
occasional treats, and healthy eaters who were concerned about price. Only two types
of lifestyle; healthy lifestyle living persons and price concerned healthy eaters were
significantly associated to the purchase intention of healthy food products. For behavior
characteristics, there was a significant relationship between four types of consumer
behaviors in terms of eating and exercising behaviors and consumption frequency of
healthy food products. Therefore, consumers who have time to exercise but do not quite
control the food they eat and consumers who control the food they eat but do not have
time to exercise tended to have less consumption frequency of healthy food products
which are 2-3 times per week than the intense healthy behaviors consumers like
consumers who love fitness almost every day and those who both have time to exercise
and control the food they eat that consume 4-5 times per week. Nevertheless, there was
no significant association between the types of consumer’s behavior in terms of eating
and exercising habits and the intention to buy healthy food products.
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5.1.3 Key factors influenced decision making in consuming healthy food
products
There were 12 key factors listed out from 5-level Likert scale as the
importance driven factors for millennial consumers to consume and purchase healthy
food products. Anyway, the top four influenced factors that got the highest mean score
above 4.00 includes the benefits of the product are really good as claimed, the all-
natural or less processed food, the healthy food products information, and less-low fat.
However, when conducted factor analysis to reduce and classify only the key
influenced variables for the consumer decision in consuming and purchasing healthy
food product found that they can be grouped into four factors. The first factor is called
“Nutrient-aholic”, which is mainly consider in nutritional values of the healthy food
products such as low sodium, less-low fat, and low sugar contents. The second factor
is called “Media follower”, thus, the consumption decision and the purchase intention
were driven by influenced media such as recommendation from close persons,
advertisement /blogger review and the promotion of healthy food products. The third
factor is called “Convenient seeker”, factor related to the easiness and affordability
aspects such as healthy food product information, healthy food price, and place for
shopping healthy food products. The last factor is “Health Prover”, this term of factor
related to consideration on the authenticity and clarity of the healthy food products
which linked directly to health benefits e.g. all natural/ less processed healthy food
products, the products are really good to health as it claims, and the organic food
products.
5.1.4 Recommendation: Marketing mix for healthy food products
Based on the clear understanding of millennial consumer’s perception,
behavior, and key driven factors to consume and purchase healthy food products
together with the current marketing mix information on healthy food products in the
millennial customer’s point of view can be concluded into the suggested marketing mix
as following;
Product: As most of millennial healthy consumers tended to consume healthy
food products with the purpose to lose or control weight as the main purpose, hence,
the products should deliver the right value which related perfectly to their choice of
eating. For example, to target people that lose or control weight, the healthy food
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products should be the type of fresh and natural ready to eat products and contains less
fat, sugar, and sodium.
Price: From the result as shown in table 4.20, the majority of millennial
consumers at 82.5% have an average price spending per meal at 51-200 baht as 33.7%
for both 51-100 baht and 101-150 baht and 15.1% for 151-200 baht. Therefore, setting
price within this range may encourage the good flow of the products.
Place: Better launch the products in these three channels; supermarket
(e.g. Tops, Villa market, Gourmet Paragon, Central Food hall), and convenient store
(e.g. 7-11, MaxValue, Family mart) as there are the place that millennial consumers
often go to buy the healthy food products at 56%, 51.8%, and 47% respectively (See
table 4.21 for the result)
Promotion: The potential promotion media channels to communicate effectively
and create highly reach to the millennial healthy eaters are In-store media, Food fair /
event, and Social media e.g., Facebook, IG (See details in table 4.22)
5.2 Research Limitation
This research results may not be represented to the entire population of
millennial healthy food consumers due to the following limitations;
1. This research study used the convenient sampling method due to the cost and
time constraints within two months timeline from questionnaire design approval to
report completion.
2. The sample size is small as got only 166 for the completed questionnaire
respondents
3. The sample size is not distributed to cover all age ranges of millennial healthy
food eaters as 74% is the age of 25-29. Also, the gender, which got the female
respondents at 84% from total respondents.
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5.3 Suggestion for Future Study
In addition, for further study, the sampling method can be changed to
probability sampling to enhance accuracy and precision of the research results and
more sample size of the respondents to those who are truly healthy food eaters. These
respondents are potentially capable to give quality information to be well represent of
“the millennial healthy food eaters”.
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REFERENCES
Book and Book Articles
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Solomon, M.R., Bamossy, G., Askegaard, S. & Hogg, M.K. 2016, Consumer
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Electronic Media
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APPENDICES
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APPENDIX A
QUESTIONS FOR IN-DEPTH INTERVIEW
The example of questions that used in the in-depth interviews
Start of block: Definition of healthy food products (Optional)
First let me explain you the basic concept of healthy food products
A healthy food products are the food that composed of essential 5 food nutrients; 1.
Carbohydrate (Rice/Flour) 2. Protein (Meats/Nuts) 3. Mineral (Fruit) 4. Vitamin
(Vegetable) 5. Fat
***The healthy food should contain less Saturated fat, Trans fat, sugar, and
sodium***
Moreover, the healthy food is the proper portion of food consumption that suitable
with individual personal’s weight and physical activity.
Consumers (Open-ended questions)
1. Do you think you are the healthy food eater?
2. How often do you consume healthy food products?
3. From your understanding, what is the definition of healthy food products?
4. How much do you typically spend on your healthy food products?
5. What kind of healthy food products that you normally consume?
6. The purpose for consuming healthy food products?
7. Who has the most impact on your choice of healthy eating behavior?
Healthy food sellers (Open-ended questions)
1. What types the healthy food products you sell?
2. What are best seller products?
3. What types and characteristics of your customers?
4. How much your customer typically spends on your healthy food products?
5. What is the on-peak and off-peak period?
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APPENDIX B
CROSS TABULATION TABLE FOR HEALTHY FOOD
CONSUMPTION PURPOSES AND RELATED VARIABLES
(n=166)
Cross-tabulation: Consumption purposes x consumption types of healthy food
products
Pu
rpose
to e
at
hea
lth
y
food
pro
du
cts
Healthy food types
Fre
sh a
nd n
atura
l
read
y m
eal
e.g.
hea
lthy b
ox s
et;
Cle
an-e
atin
g b
ox s
et
Hea
lthy m
enu a
t
rest
aura
nt
/ C
afé
e.g.
San
dw
ich, S
alad
,
Juic
e dri
nks,
etc
.
Hea
lthy s
nac
k e
.g.
nuts
, w
hole
gra
in
snac
k, pla
nt-
bas
ed
snac
k, m
eat
snac
k,
etc.
Supple
men
tary
pro
duct
s fo
r hea
lth
Org
anic
food p
roduct
s
n % n % n % n % n %
To lose
or control
the body
weight
49 68% 29 40% 35 49% 19 26% 18 25%
To keep
the body
fit and
stay
healthy
11 20% 36 67% 27 50% 15 28% 22 41%
To
reduce
health
problems
for longer
living
15 41% 20 54% 22 59% 8 22% 13 35%
To
enhance
“feel
good”
mood
2 67% 2 67% 1 33% 0 0% 2 67%
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Cross-tabulation: Consumption purposes x perception types of healthy food
products
Perception types of healthy
food products
Purpose to eat healthy food products
To lose or
control the
body weight
To keep
the body
fit and stay
healthy
To reduce
health
problems
for longer
living
To
enhance
“feel
good”
mood
% % % %
The food that composed of
essential 5 food nutrients;
Proteins, carbohydrate,
Vitamins, Minerals, Fat
47.2% 63.0% 59.5% 0.0%
The food that contain less
Saturated fat, Trans fat, sugar,
and sodium
65.3% 57.4% 75.7% 66.7%
The balance proportion of food
that suitable with individual
personal’s weight and physical
activity
58.3% 53.7% 51.4% 0.0%
Fresh and natural food products
such as Clean-eating food, less
processed food
51.4% 61.1% 67.6% 100.0%
Functional food and
supplement 11.1% 18.5% 8.1% 0.0%
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APPENDIX C
CROSS TABULATION TABLE FOR HEALTHY CONSUMPTION
PURPOSES AND DEMOGRAPHIC CHARACTERISTICS (n=166)
Purpose to eat healthy food products?
To lose or control
the body weight
To keep the
body fit and
stay healthy
To reduce
health
problems for
longer living
To enhance
“feel good”
mood
n Row
N % n
Row
N % n
Row
N % n
Row
N %
Gender Male 7 27% 11 42% 8 31% 0 0%
Female 65 46% 43 31% 29 21% 3 2%
Age 20-24 7 37% 7 37% 4 21% 1 5%
25-29 58 47% 37 30% 28 23% 0 0%
30-34 3 30% 3 30% 2 20% 2 20%
35-39 4 29% 7 50% 3 21% 0 0%
Status single 46 53% 23 26% 17 20% 1 1%
single
but in
relationship 16 25% 26 41% 19 30% 2 3%
Married/
Live
together -
without
kids
6 75% 2 25% 0 0% 0 0%
Married/
Live
together-
with kids
4 50% 3 38% 1 13% 0 0%
Separated/
Divorced/
Widow -
without
kids
0 0% 0 0% 0 0% 0 0%
Separated/
Divorced/
Widow -
with kids
0 0% 0 0% 0 0% 0 0%
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APPENDIX C (Cont.)
CROSS TABULATION TABLE FOR HEALTHY
CONSUMPTION
PURPOSES AND DEMOGRAPHIC CHARACTERISTICS (n=166)
Purpose to eat healthy food products?
To lose or
control the
body
weight
To keep the
body fit and
stay healthy
To reduce
health
problems for
longer living
To enhance
“feel good”
mood
n
Row
N % n
Row
N % n
Row
N % n
Row
N %
Edu Below
Bachelor’s
Degree
2 100% 0 0% 0 0% 0 0%
Bachelor’s
Degree 25 34% 25 34% 23 31% 1 1%
Master’s
Degree 45 52% 26 30% 14 16% 2 2%
Higher than
Master’s
Degree
0 0% 3 100% 0 0% 0 0%
Job Student 7 28% 15 60% 1 4% 2 8%
Employee in
the private
company
43 47% 22 24% 25 27% 1 1%
Government
Officer 0 0% 0 0% 2 100% 0 0%
State
Enterprise
employee
8 47% 8 47% 1 6% 0 0%
Part-time
employee 0 0% 0 0% 0 0% 0 0%
Freelance 2 25% 2 25% 4 50% 0 0%
Business
owner 10 50% 7 35% 3 15% 0 0%
Other-please
specify 2 67% 0 0% 1 33% 0 0%
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Purpose to eat healthy food products?
To lose or
control the
body
weight
To keep the
body fit and
stay healthy
To reduce
health
problems for
longer living
To enhance
“feel good”
mood
n Row
N % n
Row
N % n
Row
N % n
Row
N %
Income below
15,000 baht 2 15% 9 69% 2 15% 0 0%
15,001-
25,000 baht 18 58% 6 19% 6 19% 1 3%
25,001 –
35,000 baht 14 36% 8 21% 15 38% 2 5%
35,0001 –
45,000 baht 11 39% 12 43% 5 18% 0 0%
45,0001-
55,000 baht 6 35% 11 65% 0 0% 0 0%
above
55,000 baht 21 55% 8 21% 9 24% 0 0%
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APPENDIX D
CROSS TABULATION TABLE FOR PURCHASING
DECISION AND DEMOGRAPHIC CHARACTERISTICS (n=166)
Do you continue purchase healthy food products in the
future?
no Yes Maybe
n Row
N % n
Row
N % n
Row
N %
Gender Male 0 0% 21 81% 5 19%
Female 0 0% 121 86% 19 14%
Age 20-24 0 0% 13 68% 6 32%
25-29 0 0% 112 91% 11 9%
30-34 0 0% 10 100% 0 0%
35-39 0 0% 7 50% 7 50%
Status single 0 0% 72 83% 15 17%
single but in
relationship
0 0% 56 89% 7 11%
Married/
Live together
- without
kids
0 0% 8 100% 0 0%
Married/
Live
together-
with kids
0 0% 6 75% 2 25%
Separated/
Divorced/
Widow -
without kids
0 0% 0 0% 0 0%
Separated/
Divorced/
Widow -
with kids
0 0% 0 0% 0 0%
Edu Below
Bachelor’s
Degree
0 0% 0 0% 2 100%
Bachelor’s
Degree
0 0% 58 78% 16 22%
Master’s
Degree
0 0% 81 93% 6 7%
Higher than
Master’s
Degree
0 0% 3 100% 0 0%
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APPENDIX D (Cont.)
CROSS TABULATION TABLE FOR PURCHASING
DECISION AND DEMOGRAPHIC CHARACTERISTICS (n=166)
Do you continue purchase healthy food products in the
future?
no Yes Maybe
n Row
N % n
Row
N % n
Row
N %
Job Student 0 0% 23 92% 2 8%
Employee in
the private
company
0 0% 75 82% 16 18%
Government
Officer
0 0% 2 100% 0 0%
State
Enterprise
employee
0 0% 12 71% 5 29%
Part-time
employee
0 0% 0 0% 0 0%
Freelance 0 0% 8 100% 0 0%
Business
owner
0 0% 19 95% 1 5%
Other-please
specify
0 0% 3 100% 0 0%
Income below
15,000 baht
0 0% 11 85% 2 15%
15,001-
25,000 baht
0 0% 25 81% 6 19%
25,001 –
35,000 baht
0 0% 33 85% 6 15%
35,0001 –
45,000 baht
0 0% 26 93% 2 7%
45,0001-
55,000 baht
0 0% 12 71% 5 29%
above 55,000
baht
0 0% 35 92% 3 8%
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APPENDIX E
CROSS TABULATION TABLE FOR TYPES OF CONSUMER
BEHAVIORS AND RELATED VARIABLES (n=166)
Types of healthy food consumer behaviors x consumption frequency
Types of
healthy
food
consumer
behaviors
(n=166)
Consumption frequency of healthy food products
1 time per
week
2-3 times
per week
4-5 times
per week
6-7 times per
week
More than 7
times per
week
n Row
N % n
Row
N % n
Row
N % n
Row
N % n
Row
N %
No time
to
exercise,
control
food
31 35.2% 34 38.6% 14 15.9% 4 4.5% 5 5.7%
Have time
to
exercise,
not
control
food
6 16.7% 19 52.8% 6 16.7% 5 13.9% 0 0.0%
Have time
to
exercise
and
control
food
6 18.8% 8 25.0% 9 28.1% 6 18.8% 3 9.4%
I love
fitness
almost
every day
1 12.5% 0 0.0% 5 62.5% 0 0.0% 2 25.0%
I am very
strict in
the food I
eat
0 0.0% 2 100.0% 0 0.0% 0 0.0% 0 0.0%
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Types of healthy food consumer behaviors x Purchase intention
Types of healthy food
consumer behaviors
(n=166)
Purchase intention of healthy food products
No Yes Maybe
n Row
N % n
Row
N % n
Row
N %
No time to exercise,
control food
0 0.0% 73 83.0% 15 17.0%
Have time to exercise,
not control food
0 0.0% 34 94.4% 2 5.6%
Have time to exercise
and control food
0 0.0% 27 84.4% 5 15.6%
I love fitness almost
every day
0 0.0% 6 75.0% 2 25.0%
I am very strict in the
food I eat
0 0.0% 2 100.0% 0 0.0%
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BIOGRAPHY
Name Ms. Natthida Cholsawasdhi
Date of Birth July 8, 1990
Educational Attainment Academic Year: 2019
Work Position Business Development Supervisor -Thai
coconut Public company Limited
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