Factors Influencing Investment Decisions in Ready-to-Eat Food Businesses in the International Market

Abstract

The ready-to-eat (RTE) food industry has gained significant traction globally, fueled by shifting consumer preferences toward convenience, health consciousness, and sustainable practices. This study investigates the factors influencing investment decisions in Thailand's RTE food businesses targeting international markets. The research employs a mixed-methods approach, combining quantitative data from 200 industry stakeholders in Thailand, including investors, business executives, and experts, with qualitative insights from in-depth interviews. The results reveal that market demand, product innovation, and regulatory compliance are the most critical factors driving investment decisions, with market demand showing the highest predictive power. Qualitative findings highlight the importance of aligning business strategies with global consumer trends, technological advancements, and sustainability initiatives. The study concludes that businesses must adopt a multifaceted approach, balancing consumer preferences, innovation, and operational efficiency, to thrive in the competitive international RTE food market. Recommendations include enhancing product innovation through R&D, ensuring compliance with international regulations, and integrating sustainable practices into operations. These strategies can help Thai RTE food businesses secure investments and strengthen their position in global markets.