A study of Consumption Behavior of Thai Food in India

Abstract

This research aims to study Thai food consumption behavior in India and analyse the weaknesses, strengths, opportunities, and threats (SWOT) of Thai food, including ready-to-eat food, ready-to-cook food, and seasoning in India. Data were collected using a questionnaire from 392 Thai food consumers in India and an in-depth interview of 30 respondents. The data were analyzed to determine the relationship between personal characteristics factors and Thai food consumption behavior by using the Chi-Square Test and SWOT analysis. The study found that personal characteristics factors, gender, age, marital status, educational level, occupation, monthly income, and the number of family members. It is related to the Thai food consumption behavior of Indian people. In terms of weaknesses, strengths, opportunities, and threats of Thai food in the Indian market, it was found to have strengths, such as good taste. There are a variety of menus that can be adapted to make vegetarian food without losing the original taste. The weakness is that some ingredients or seasonings of Thai food have a strong smell that Indians do not like. On the obstacle/threat/risks side, there is a problem with raw materials because most of them are imported from Thailand and are sold in the main cities. Other towns have difficulties purchasing raw materials. However, there are still many opportunities for Thai food in the Indian market because Thai food is popularly used as a menu in hotels, international restaurants, and in Indian banquets on various occasions.