A study of Thai consumer behavior toward high protein yogurt drinks in Bangkok
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Nowadays, emergence of the health and wellness trend has changed global lifestyles and initiated new ways of active living which have an impact on how young adults eat and exercise. The public has become more aware of the benefits of protein as a functional ingredient to live active and healthy lifestyles. In Thailand, the protein trend invaded the dairy market a few years ago, mostly applied in pasteurized milk and communicated as high protein sports drinks. Even though the shift toward high protein yogurt drinks in Thailand presents a great opportunity for dairy product producers, there are few studies related to high protein consumer behavior, and none of them focus on high protein yogurt drinks.“A Study of Thai Consumer Behavior toward High Protein Yogurt Drinks in Bangkok” applies contemporary marketing to focus on health issues and opportunities. There are five main study objectives. The first is to evaluate consumer perceptions of key brands in the yogurt drinks market. The second is to identify consumer attitudes toward high protein yogurt drinks. The third is to identify important attributes that impact on consumer purchase decisions regarding high protein yogurt drinks. The fourth is to identify the behavior of potential consumers of high protein yogurt drinks, and the last is to determine the profile and segmentation for consumers of high protein yogurt drinks.This research utilized both exploratory and descriptive methods with qualitative and quantitative data collection. Qualitative research included in-depth interviews, while quantitative research was used to collect data from 300 respondents. The quantitative research was comprised of both online and offline surveys distributed throughout Bangkok and upcountry metropolitan cities. Target respondents were Thai consumer who showed an intention to purchase high protein yogurt drinks. Results were based on data collection from secondary research, in-depth interviews, and the questionnaire survey. SPSS (Statistical Package for the Social Sciences) was used to analyze and summarize the data which was reported as tables, graphs and a descriptive essay. The results validated the great opportunity to capitalize on recent increased consumer interest in the high protein yogurt drinks in Thailand. Potential consumers of high protein yogurt drinks were classified into five segments, derived from factor analyses of correlated lifestyle and attitudes. The attractive consumer segments for high protein yogurt drinks are Busy Dieters, Active Dieters and Active Explorers, respectively. These three segments show high purchase intention toward the high protein yogurt drinks concept. Moreover, they tend to have a higher frequency of consumption than the other two segments and contribute more to market value. All Findings will be beneficial for marketing managers of Thai dairy product brands and people interested in the yogurt drinks industry to thoroughly understand the consumer behavior and attitudes of Thai consumers regarding high protein yogurt drinks. This will assist readers to develop effective marketing strategies to capture the high protein trend, and also find the right marketing mix for maximum impact of new product launches to target Thai consumers.
如今，健康养生风潮的兴起重塑了全球生活范式，催生了全新的积极生活方式，深刻影响了年轻群体的饮食与运动习惯。公众愈发认知到蛋白质作为功能性配料，对维持积极健康生活方式的核心价值。在泰国，蛋白质风潮于数年前席卷乳制品市场，其应用多集中于巴氏杀菌奶（pasteurized milk），并以高蛋白运动饮料为主要宣传方向。尽管泰国市场向高蛋白酸奶饮品的转型为乳制品生产商带来了可观机遇，但目前针对高蛋白食品消费者行为的研究寥寥无几，且尚无研究聚焦于高蛋白酸奶饮品领域。本研究《曼谷地区泰国消费者对高蛋白酸奶饮品的消费行为研究》（"A Study of Thai Consumer Behavior toward High Protein Yogurt Drinks in Bangkok"）以当代营销视角聚焦健康议题与市场机遇，共设定五大核心研究目标：其一，评估酸奶饮品市场头部品牌的消费者认知；其二，明确消费者对高蛋白酸奶饮品的态度倾向；其三，识别影响高蛋白酸奶饮品购买决策的关键属性；其四，梳理高蛋白酸奶饮品潜在消费者的行为特征；其五，确定高蛋白酸奶饮品消费者的画像与市场细分。本研究结合探索性与描述性研究方法，同步采用定性与定量数据收集手段。定性研究包含深度访谈环节；定量研究则面向300名受访者开展数据收集，通过覆盖曼谷及泰国国内其他大都市的线上、线下问卷发放完成调研，目标受访者为具备高蛋白酸奶饮品购买意向的泰国消费者。本研究的数据来源涵盖二手资料、深度访谈与问卷调查，最终采用SPSS（Statistical Package for the Social Sciences，社会科学统计软件包）对数据进行分析与汇总，研究结果以表格、图表及描述性报告形式呈现。研究结果证实，泰国消费者对高蛋白酸奶饮品的兴趣与日俱增，该赛道具备可观的商业化潜力。通过对关联生活方式与态度的因子分析，本研究将高蛋白酸奶饮品的潜在消费者划分为五大细分群体，其中对高蛋白酸奶饮品具备高购买意向的优质细分群体分别为：忙碌减脂者、积极减脂者与积极探索者。相较于其余两类群体，这三大细分群体不仅消费频次更高，且为市场贡献了更多营收。本研究的全部发现，可为泰国乳制品品牌的营销管理者及酸奶饮品行业从业者提供全面参考，帮助其深入理解泰国消费者对高蛋白酸奶饮品的消费行为与态度倾向，进而制定行之有效的营销策略以顺应高蛋白风潮，同时为面向泰国消费者的新品上市规划适配的营销组合，实现效益最大化。
