Vegetarian Festivalin Thailand 2016

Date: October 2016

2

Research Method Online research

Fieldwork Period 15 - 30 Sept , 2016

Research Area Thailand (Nationwide)

Sample Size 500 samples, aged over 16 years old

Quota

Number of Questions 4 Screening questions and 17 Main questions

Research Design

Male Female Total

17 – 23 years old 50 50 100

24-30 years old 50 50 100

31-37 years old 50 50 100

38-44 years old 50 50 100

Over 45 years old 50 50 100

Total 250 250 500

UNIT: %

50.0

50.0

Male Female

25.0

25.0

25.0

25.0

25.0

17-23 years old 24-30 years old 31-37 years old

38-44 years old More than 45 years old

Gender Age

Respondent Profile

N = 500

3

Greater Bangkok

North Region North East Region

East Region West Region South Region Central Region

53.6

11.0 14.07.2

2.06.4 5.8

Personal Monthly Income

Living Area

Respondent Profile

Less than 7,500 THB

7,501 - 18,000 THB

18,001 - 24,000 THB

24,001 - 35,000 THB

35,001 - 50,000 THB

50,001 - 85,000 THB

85,001 - 160,000 THB

More than 160,000 THB

I do not know/ I

refuse to answer

13.0

26.4

15.4 15.412.4 12.8

1.8 1.2 1.6

N = 500

UNIT: %

4

Q1. Please tell us when did you start participate in Vegetarian Festival ? [SA]

Just start to join last year

Joined 2-4 years ago

Joined 4-8 years ago

Joined 8-10 years ago

Since I can remember

I never joined vegan festival

16.0

30.0

15.017.0

5.0

16.0

WHEN DID YOU START JOINING THE VEGETARIAN FESTIVAL ?

30.0% of the respondents “have joined the Vegetarian Festival for 2-4 years” which counts as 30.0% of all respondents. While 16.0% said they never join

Vegetarian Festival.

N = 500

UNIT: %

5

Q2. Please tell us in this upcoming vegetarian festival, are you going to join ? [SA]

Participate Didn't participate

76.0

24.0

83.0

17.0

Male Female

By Gender

In 2016, 83.0 % of females are going to join the vegetarian festival, while 76.0 % of males are joining.

ARE YOU GOING TO JOIN THE VEGETARIAN FESTIVAL THIS YEAR ?

N = 500

UNIT: %

6

Q2. Please tell us in this upcoming vegetarian festival , are you going to join ? [SA]

Participated Didn't participate

65.0

35.0

86.0

14.0

85.0

15.0

84.0

16.0

78.0

22.0

17-23 years old 24-30 years old 31-37 years old 38-44 years old More than 45 years old

By age

From the surveyed people, the respondents ages between 24 – 30 years old are the biggest age group that are going to join Vegetarian Festival this year (86.0%), followed by the

respondents ages 31 – 37 years old in which is 85.0% said they will participate.

ARE YOU GOING TO JOIN THE VEGETARIAN FESTIVAL THIS YEAR ?

N = 500

UNIT: %

7

8

Q3. Please tell us how many member in your family joining the vegetarian festival? [SA]

1-2 people 2-4 people More than 5 people No one in family join the vegan festival

49.0

38.0

8.05.0

HOW MANY MEMBERS IN YOUR FAMILY JOINING THE VEGETARIAN FESTIVAL ?

According to our respondents, Most respondents have 1-2 people in their family are joining the vegetarian festival (49.0%), followed by “2-4

people” (38.0%) and “more than 5 people”(8.0%), respectively.

N = 398

UNIT: %

8

9

Q4. Please tell us how many days do you intend to join vegetarian festival ? [SA]

9 days (Throughout the Festival)

6-8 days 3-5 days 1-2 days

74.0

9.015.0

3.0

PERIOD OF TIME YOU INTEND TO JOIN THE VEGETARIAN FESTIVAL ?

74.0% of respondents intend to consume vegetarian food throughout the festival (9days), 15.0% said they will join for 3-5

days, “6-8 days” (9.0%), and “1-2days” (3.0%), respectively.

N = 398

UNIT: %

9

10

TOP 5 WHEN TALKING ABOUT VEGETARIAN FESTIVAL

Yellow flag with a red Chinese character

Food that made from flour, tofu,

vegetables

Vegetarian almshouse

Textured vegetable protien

China town (Yaowarat)

37.0

24.0

14.0

7.0 6.0

Q5. Please tell us when talking about vegetarian festival , what is the first thing that pops up in your mind ? [SA]

37.0% said “Yellow flag with a red Chinese character” first comes to mind when mentioning “Vegetarian Festival” followed by Food that made from tofu, flour and vegetables(24.0%) and

Vegetarian almshouse (14.0%)

N = 398

UNIT: %

10

11

TOP 5 REASONS OF JOINING VEGETARIAN FESTIVAL

For b

etter health

Make m

erit

Want to re

duce anim

al health

Have been jo

ining for m

any years

Join the fe

stiva

l

62.056.0

43.037.0

27.0

Q6. Please tell us why are you joining the vegetarian festival ? [MA]

The main reason why respondents are joining the vegetarian festival is for the sake of their health (62.0%). Other reasons for joining includes making merit (56.0%), want to reduce animal

death (43.0%), have been joining for many years (37.0%) and want to join the festival(27.0%), respectively

N = 398

UNIT: %

11

12

Q7. Please tell us what vegetarian menu that remind you of vegetarian festival the most?[SA]

Chinese vegetable stew

Fried snacks eg. Tofu etc

Vegan Stir-fry with holy basil

Stir-fried mixed vegetable

Stir-fried noodles

6.0

9.0

10.0

17.0

33.0

TOP 5 VEGETARIAN MENU

Stir-fried noodles is the first menu 33.0% of the respondents think of when talking about vegetarian food. Followed by Stir-fried veggies (17.0%), Vegan stir-fry with holy

basil topped with rice (10.0%).

1 2

3 4 5

N = 398

UNIT: %

12

13

70.05.0

25.0

Ready-to-eat product Frozen foodCook for yourself

TYPE AND PLACE OF VEGETARIAN FOOD THAT CONSUMED AND PURCHASED THE MOST

Q8. Please tell us what kind of vegetarian food that you consume the most ? [SA]Q9. Please tell us where do you usually purchase ready-to-eat vegetarian food? [MA]

Grocery store Fresh market Convenient store

Supermarket Department store

62.057.0

46.0 43.032.0

When vegetarian festival, most of people consume vegetarian food by purchasing ready-

to-eat products (70.0%). Followed by frozen food (25.0%) and cook for themselves (5.0%).

62.0% of the surveyed respondents purchase ready-to-eat products from the grocery stores.

N = 398

UNIT: %

13

14

Q10. Please tell us where do you usually purchase ready-to-eat vegetarian food?[MA]

TOP 5 FROZEN FOOD BRAND

The Top 3 frozen food brand purchased by respondents are CP (75.0%), EZYGo (65.0%) and 7Fresh (50.0%).

75.0

65.0

50.0

35.0 35.0

UNIT: %

14

15

Q13. Please tell us the average cost of vegetarian food that you've spend per meal[SA]

HOW MUCH DID YOU SPEND ON VEGETARIAN FOOD PER MEAL ?

Less than 50 THB 51-100 THB 101-200 THB 201-300 THB

16.0

52.0

23.0

8.0

52.0% of the respondents spent around 51-100THB on vegetarian food (per meal). Whereas 23.0% are willing to spend up to “101-

200 THB” for a vegetarian meal.

N = 298

UNIT: %

15

16

Q14. Please tell us the reasons why you choose to purchase ready-to-eat vegetarian food?[MA]

Easy to purchase Price is suitable for quality and quantity

Good taste Various price range Have various choices to choose

71.067.0

54.0

40.0 39.0

TOP 5 REASONS TO BUY READY-TO-EAT VEGETARIAN FOOD

The top 3 reasons people choose to buy ready to eat vegetarian food because it is easy to purchase (71.0%), suitable price when compared to quantity

(67.0%) and “Good taste” (54.0%).

N = 298

UNIT: %

16

17

Q15. Please tell us in your opinion, how the vegetarian food cost is tend to be like comparing to last year(2015) ?[SA]

76.0

23.0

1.0

Increase from last year Equal as last year Decrease from last year

According to respondents who had joined vegetarian festival in the previous years said that the vegetarian food cost will increase when

compared to 2015 (76.0%) while 23.0 % said the price will be same as previous year and only 1.0% said the price will decrease.

WHAT IS YOUR OPINION ON THE COST OF VEGETARIAN FOOD WHEN COMPARED TO LAST YEAR (2015) ?

UNIT: %

N=289

17

18

93.0

6.0

Continue to join Not decided yet

Q16. Please tell us are you continue to join vegetarian festival next year (2017) ?[SA]

93.0% of those who joined this year’s festival said they will join Vegetarian Festival next year, others (6.0%), said they haven’t made up their mind.

WILL YOU JOIN “VEGETARIAN FESTIVAL” NEXT YEAR (2017)?

UNIT: %

N= 398

18

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