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Understanding Consumer
& Proactive Strategy for
COVID-19 Crisis:
Food Industry Perspective
Pisit Dhamvithee, Ph.D.
Associate Dean
Faculty of Agricultural Product Innovation and
Technology
Srinakharinwirot University
Thailand
Today will cover:
COVID-19 SITUATIONS THAI CONSUMER BEHAVIOR:
WHAT’S NEXT?
pisitd@g.swu.ac.th
Research Findings
COVID-19 SITUATIONS THAI CONSUMER BEHAVIOR:
WHAT’S NEXT?
pisitd@g.swu.ac.th
Covid-19 Situation in ThailandPhase 1 Phase 2 Phase 3
Infected from Foreigner Limited Infect Domestic Infect
pisitd@g.swu.ac.th
Source: Statista (2020)
Today will cover:
COVID-19 SITUATIONS THAI CONSUMER BEHAVIOR:
WHAT’S NEXT?
pisitd@g.swu.ac.th
Research Findings
COVID-19 SITUATIONS THAI CONSUMER BEHAVIOR:
WHAT’S NEXT?
Source: Dhamvithee et al (2020)
pisitd@g.swu.ac.th
12.52
11.05 10.87 10.5
5.34
0
2
4
6
8
10
12
14
E-commerce Supermarket Food delivery Mobile/Tablet Fast food
Top 5 Spending
pisitd@g.swu.ac.th
Local to Spend in Thailand
42
79
16
39 39
69
60 60 58
29
54
75
37
44
25
0
10
20
30
40
50
60
70
80
90
E-commerce Supermarket Food delivery Mobile/Tablet Fast food
Before Covid-19
During Covid-19
After Covid-19
Source: Dhamvithee et al (2020)
pisitd@g.swu.ac.th
More
Most
Little
Least
Source: Dhamvithee et al (2020)
Covid – 19 Impact on Your Income?
pisitd@g.swu.ac.th
0
5
10
15
20
25
รายได้ การเดนิทาง สงัคม สุขภาพ ครอบครวั อืน่ ๆOthers
Effect from COVID-19
Source: Dhamvithee et al (2020)
Income Transportation Social Health Family
pisitd@g.swu.ac.th
No more patient
Enough Mask
Other
Self-Development
Source: Dhamvithee et al (2020)
What do you want to see in Covid-19 crisis?
pisitd@g.swu.ac.th
Change the JobWork at
Home
Business
Self -
Development
Traveling Work & Business
Together
Work as Usual
Source: Dhamvithee et al (2020)
What do you want to do after Covid-19 crisis?
Today will cover:
COVID-19 SITUATIONS THAI CONSUMER BEHAVIOR:
WHAT’S NEXT?
pisitd@g.swu.ac.th
Research Findings
COVID-19 SITUATIONS THAI CONSUMER BEHAVIOR:
WHAT’S NEXT?
PISITD@G.SWU.AC.TH
ABNORMAL
(UNCERTAINTY)
NEW ABNORMAL
(RISK MANAGEMENT)
NEW NORMAL
(CERTAINTY)
Situation of Covid-19 and Adaptation
NOW???
(RECOVERY)
pisitd@g.swu.ac.th
How to Make it Work?(What to stop, start and accelerate?)
1
2
3
1
2
3
What need to happen What work before
Remote work
Networks & Teamwork
Just-in-time &
Just-in-case
Work at office
Silo based
Just-in-time
Work
Style
SupplyChain
pisitd@g.swu.ac.th
How to Make it Work? (Cont.)(What to stop, start and accelerate?)
4
5
6
4
5
6
What need to happen What work before
Focus on sustainability
Contact-free economy
Returning & Reimaging
Just do it
Online commerce
Simply returning
Environment
Channel
Returning
pisitd@g.swu.ac.th
How to Define the Next Normal for Thailand
Food Industry?
pisitd@g.swu.ac.th
pisitd@g.swu.ac.th
Macro Impact• Asia First• New Global
Supply Chain• Local
Consumption
Micro Impact• Cash is king• Digital
platform/Market place• Keep focus and Agility
Individual Impact• Social Network is
mainstream• Concern about
Economics
1
2
3
3 Keys to Success for Thailand Food Industryin the Next Normal
Food Security & Sustainability
Individualized Solution
Technological Adoption &
New Business Model
pisitd@g.swu.ac.th
Lesson LearnCOVID – 19 is a key to lead you to know
“What do you want?”&
“Why we have to do?”..
“How we can do it?”
Research Team
Asst.Prof.Aranya Asst.Prof.Pisit Asst.Prof.Wasinee Asst.Prof.Phantipha
pisitd@g.swu.ac.th
Thank You
Email: pisitd@g.swu.ac.th
Web: www.ai.swu.ac.th
PISIT DHAMVITHEE, PH.D.
ASSOCIATE DEAN
FACULTY OF AGRICULTURAL PRODUCT
INNOVATION AND TECHNOLOGY
SRINAKHARINWIROT UNIVERSITY
pisitd@g.swu.ac.th
For More Information
Understanding Consumer
& Proactive Strategy for
COVID-19 Crisis:
Food Industry Perspective
Pisit Dhamvithee, Ph.D.
Associate Dean
Faculty of Agricultural Product Innovation and
Technology
Srinakharinwirot University
Thailand
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