High-protein food consumption behavior of office workers in Bangkok who are member of fitness centers

The study started with the trend of health and wellness in Thailand. Staying healthy is at the top of almost everyone’s priority list. Daily choices such as eating and exercising can determine just how healthy people are. The objective of this study is to investigate the marketing mix that influences purchasing behavior regarding high-protein food by office workers in Bangkok who are a member of fitness centers. This research applied secondary data, qualitative data, and quantitative research, with a total of 200 respondents. The results classified respondents into three segments; Heavy users, Health Care users, and Light users. . The attractive consumer segment for high-protein food is Heavy users. This segment is keen to control their eating behavior of high-protein food from chicken, fish, and eggs.