Browsing by Subject "Marketing"
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- PublicationA Comparative Study of the Service Quality of Casual Dining Restaurants in Phuket: Perspectives of Thai and International Customers(Chulalongkorn University Printing House, 2009)
; The purpose of this study was to determine which attributes of service quality(SERVQUAL) influenced customer satisfaction with casual dining restaurants inPhuket. The researcher examined the relationships between customer satisfaction andcustomer loyalty (word-of-mouth and repurchase intention). The results of factoranalysis identified four main service quality factors: 1) Personnel and Customers’Relationship, 2) Environment Service Provider, 3) Service Providers’ Attitude andCompetencies, and 4) Service Providers’ Initiative in Serving Guests. The findings ofthis study indicated that the service quality factors had a positive impact on overallcustomer satisfaction. In turn, customer satisfaction is likely to increase customerloyalty (word-of-mouth endorsements and repurchase intention) to the casual diningrestaurant environment. The results showed that Thai casual dining restaurants had ahigher significant difference than Japanese, Italian, and Mediterranean casual diningrestaurants in overall service quality.26 495 - PublicationA Model Examining Factors Affecting PurchaseIntention and the Assessment of ActualPurchase Behavior toward OrganicFood Products(Chulalongkorn University Printing House, 2013)
; The objective of this study was to explore the model by identifying factors affecting consumer's purchase intention and to assess the actual purchasing of organic food products in Thailand. The finding demonstrates that knowledge positively affects attitudes toward organic food consumption. The factors affecting the purchase intention are attitude, perceived behavioral control, subjective norm and health consciousness. The study also investigates if the purchase intention, demographic characteristics (income and education) and perceived product attributes (premium price, trust, variety and availability) can be used to explain and predict consumers' actual purchase behavior. The recommendation of this research is that firms should concentrate on creating marketing strategies which influence the personal determinants by combining the demographic and product attributes factors. In particular, to develop and expand organic food markets in the future, firms should aim to modify the attitudes of consumer segments in the mass market. This can be done by implementing marketing campaigns that enhance organic knowledge associated with the health benefits, followed by the benefits in terms of the environmental and societal way.10 101 - PublicationA Study of Alternative Forms of Energy Consuming Behavior of the Car Ownerin Saraburi(Chulalongkorn University Printing House, 2011)
; The main objectives of this study are (1) to investigate whether there are differencesin the behavior of private car owners in Saraburi Province in regard to the use ofalternative forms of energy to replace regular-grade gasoline (“petrol”), and (2) toinvestigate the main factors that impact the behavior of private car owners in SaraburiProvince with regard to the use of alternative forms of energy to replace regular-gradegasoline. The study hypothesizes that differences in gender, age, education level,occupation, and income levels of private car owners lead to differences in behaviorregarding the use of alternative forms of energy to replace regular-grade gasoline. Theresearcher studied trends, theories, and related research pertaining to alternative formsof energy, and this process led to the development of a questionnaire concerningbehavior pertaining to use of alternative forms of energy. The survey used a 5-pointrating scale and a pilot study was conducted with 100 respondents to test thequestionnair reliability by using a statistical tool to find the discrimination level foreach question. Stratified sampling was then conducted, along with simple randomsampling and quota sampling resulting in 400 responses from private car owners inSaraburi Province. The survey data were statistically analyzed to find the percentage,mean, and standard deviation; hypothesis testing was conducted using t-test andANOVA. The study found that private car owners who differ in gender, age andoccupation do not display behavioral differences in the use of alternative energy toreplace regular-grade gasoline. Private car owners who differ in educational andincome levels displayed behavioral differences in the use of alternative energy toreplace regular-grade gasoline. However, further study is required because the sampledata for this research was limited to respondents living in Saraburi Province.11 219 - PublicationA Study of Consumer Shopping Behavior through Multichannels in the Bangkok Area(Chulalongkorn University Printing House, 2013)
; This research has three objectives: to study the demography of consumers who engage in multichannel shopping, to study the stimuli motivating their behavior, focusing on their attitudes toward receiving information and tolerating risksand problems of buying goods through multichannel shopping, and to study their shopping patterns. This is a survey research study with 400 samples in the Bangkok area using the multistage method. Also included are interviews with entrepreneurs and business executives who have adopted the multichannel marketing tool in marketing drives. This study revealed that consumers have positive attitudes about buying through modern trade channels, such as convenience stores, hypermarkets and department stores. Consumers have less positive attitudes about buying through traditional trade channels. Consumers seem increasingly to shop through non-store channels, including television, telephone, catalogs, mail orders, and websites. There are problems involved in shopping through these channels, as they are virtual and intangible; consumers realize that when they receive goods they may not be the same as depicted in the advertisements. Also there is a risk of not getting the goods. Regarding the in-depth interviews of business owners and chief executives of two large retailers, they expressed the same opinion, which is that the direction of consumer behavior is changing towards multichannel shopping, especially from catalogs, the internet, through smart phones and social networking.4 79 - PublicationA Study of Marketing Factor that Affects the Alcohol Consumptive Behaviors of Young People in Municipality of Mahasarakham Province(Chulalongkorn University Printing House, 2013)
; This research is a study of marketing factors that affects the alcohol consumptive behaviors of young people in municipality of Mahasarakham Province. The objectives of this study were to study alcohol drinking behaviors of an adolescent sample of 400 people and also to find ways to prevent them from drinking. Statistics used in the analysis include the average, percentage standard deviation, t-test and f-test (One-way ANOVA). The research found that most of young people in the municipality of Mahasarakham were females (52.00%), aged between 19-21 years (40.00%), holding a Bachelor Education (40.50%), with income of 3,001-5,000 baht (37.00%), and unmarried (88.25%). Young people in the municipality of Mahasarakham drank alcohol by themselves (or would like to try) (43.25%), mostly in entertainment places, such as pubs and bars (30.25%), usually in the evening (62.50%), at social events (41.00%), and mostly beer (42.75%). The reasons for drinking alcohol were mainly socializing (73.50%), and preferred sources for purchasing were Mini Marts (49.50 %). The amount spent were between 101 to 300 baht (33.75%). The analysis results of the marketing factors affecting drinking behaviors of teenagers in the municipal district in Mahasarakham Province are that they gave precedence to the following three aspects: product (x = 3.94), distribution channel (x = 3.82), and price (x = 3.78), respectively. Additionally, two moderate points are society and culture (x = 3.45) and promotion of marketing (x = 2.83).9 84 - PublicationA Study of Student Behavior Regarding Visiting Places of Amusement in Mueng Mahasarakham(Chulalongkorn University Printing House, 2010)
; A study of environmental marketing factors affecting student behavior regarding trips to places of amusement in Mueng Mahasarakham. The sample group used in this research were university students in Mueng Mahasarakham from eight institutes. Five hundred students were chosen for the sample group. The instrument used in this research was a questionnaire. Statistics used were descriptive, composing frequency, arithmetic mean percent and standard deviation. Test statistics were t-test and f-test. Preferred places of amusement were firstly restaurants having music (48.80%). The next most popular place of amusement was Tawandang (35.00%). The frequency of visits was once or twice per month (52.40%). A large number from the dormitory sought amusement (52.60%). Optimum days for seeking entertainment were Friday through Sunday (69.60%), and time was 11.01 p.m. – 01.00 a.m. (54.40%). Average costs per trip exceeded 500 baht (31.40%) and the length of each outing was 2-4 hours (54.00%). Activities at places of amusement included drinking alcohol (36.00%), and they preferred to be with their friends (80.80%). About 54.40% were given money by their parents, and those learning of places of amusement from friends accounted for 64.60%. Some went just for fun (39.60%), and if they needed but didn’t have money, they borrowed from friends (65.40%).The environmental marketing factors affecting student behavior in the sample group regarding going to places of amusement was firstly that they selected less expensive places selling discount beverages (X=4.15). The second choice was a show or concert to see a famous star (X=4.07) and arranged the group numbers from many to few, depending on who was interested (X=3.92). Other factors were politics (X=3.83), technology (X=3.82), economics (X=3.64), and on the social middle class (X=3.09). Choice of which amusement place to go to differed between the genders; opinions also differed based on income per month, education, if they were working farmers and the amount of family income at the significance level of 0.05. However, working mothers did not differ in opinion.7 99 - PublicationApplying Marketing Mix for Improving the Library Services: Case Study of Prince of Songkla University, Trang Campus(Chulalongkorn University Printing House, 2013)
; The objective of this study was to examine the application of marketing strategies for improving the library services at Prince of Songkla University, Trang Campus. The data derived from a sample group of 346 undergraduate students at Prince of Songkla University, Trang Campus, while the research tool was a questionnaire entitled "Usage of the Library Services by the Students of Prince of Songkla University, Trang Campus." The research data was presented as descriptive analysis, using percentages and mean, while the SPSS for Windows program was used to analyze the data. The qualitative data was organized by synthesized research and content analysis is used in order to find information concerning the marketing mix used in library services as well as information regarding the strengths and weaknesses of the level of implementation undertaken. The researcher expected to discover supporting factors that could be used to develop marketing strategies appropriate for the library of Prince of Songkla University, Trang Campus. It was found that the marketing mix, which consists of the 7Ps, can be applied to improve the library services at Prince of Songkla University, Trang Campus. The framework used is called the SIPPA-C Model and comprises six strategies as follows: 1) S: Service Development, 2) I: Impression, 3) P: Passion for Reading and Learning, 4) P: Promotion, 5) A: Added Value Service and 6) C: Customer Relationship Marketing-CRM.16 94 - PublicationAssessment of Mobile Phones Usage Behaviorof Teenagers in Bangkok(Chulalongkorn University Printing House, 2013)
13 104 - PublicationAttitudes and Behavior of Bangkok Residents regarding Reducing the Use of Plastic Bags(Chulalongkorn University Printing House, 2014)
; ; Plastic bags are artifacts formed to meet the needs of consumers. Consumers find them convenient for their daily life, especially when shopping. Using plastic bags means increasing the bulk of plastic waste in the world. Many countries around the world are aware of the problem of plastic waste and seriously try to find measures to reduce their use. Thailand uses 20 million tons of plastic bags per year, but there is no law regulating the use of plastic bags seriously as in many countries. There are only limited efforts by some government agencies stressing an awareness and recognition of the problem. However, those plastic waste campaigns do not seem practical. For this reason, the researchers are interested in studying people's attitudes and behaviors regarding reducing the use of plastic bags as well as reference groups who influence the decisions and the self-control of the use of plastic bags. The results showed that people are aware of the projects reducing the use of plastic bags from newspapers, the internet and television. It was found that 55.00 percent of people who are aware of the projects thought that they were successful. The remaining 45.00 percent thought that the projects were not successful because of common habits, such as getting used to the use of plastic bags, the lack of conscience, and the thought of plastic bags as a necessity and convenience. Campaigns to seriously reduce the use of plastic bags are not continuous. Vendors still use plastic bag packaging, and there is a lack of support from the government.12 422 - PublicationAttitudes and Self-Image of Thai Metrosexuals toward Clothing Buying Behaviour(Chulalongkorn University Printing House, 2010)
; The chief purpose of this research is to examine in some depth the phenomenon ofclothing buying of Thai Metrosexuals as a significant change appears to be takingplace. Currently male consumers, Metrosexuals in particular, are becoming animportant segment in the field of consumer behaviour. Clothes were selected for thisresearch because the clothing industry is continually growing, and clothes are foundto be a symbol of self-image. This research is to study what variables affect thepurchase of clothes for Thai Metrosexuals. Fishbein and Ajzen’s (1975) theory of areasoned action model is employed as a theoretical framework because it is a wellacceptedtheory for predicting consumer behaviour. Based on this theory, the mainobjective of the study is to examine the influence of attitudes toward clothing buying,self-image, and subjective norms of purchase intention and the purchase of clothes.The population of the study are Thai men aged 25 to 55 years whose occupations fitin three groups, private sector officer, business owner, and government officer, with aneducation level of at least a Bachelor’s degree. A questionnaire survey technique wasadopted for this study. The data were collected at leading department stores locatedin the Bangkok metropolitan area. Four hundred twenty-five complete questionnaireswere returned and usable. Afterward, the data were analysed by employing regressionanalysis in SPSS version 15.0. In conclusion, the results of the study show thatattitudes toward clothing buying, self-image, and subjective norms (work colleagues,close friends, and family members) have positive effects on purchase intention and thepurchase of clothes for Thai Metrosexuals.35 223 - PublicationBangkok Customer Satisfaction with CAT 009International Call Service(Chulalongkorn University Printing House, 2011)
; ; This research aimed primarily to explore the demographic and marketing factorsaffecting customer satisfaction with CAT 009 International Call Service provided byCAT Telecom Public Company, Limited. Close-ended questionnaires were utilized forcollecting data from 400 customers in Bangkok. The data analysis used IndependentSample T-test, One-way ANOVA, and multiple regressions. The results indicated thatthe majority of respondents were females between 25-34 years of age. Most of themhad a Bachelor’s Degree, worked for private companies, and earned a monthly salarybetween 10,000-20,000 baht. Additionally, the results revealed that the differencesin gender, age, occupation, educational background, and income had no significantinfluence on the customer satisfaction with CAT 009 International Call Service. Theresults also showed that the marketing mix factors of product, place, distributionchannels, promotion, and process effected customer satisfaction with CAT 009International Call Service at the statistically significant level of 0.05. However, themarketing factors of price, people, and physical evidence had no significant influenceon the customer’s satisfaction toward CAT 009 International Call Service.12 150 - PublicationComparison between Consumers andCasual Investors’ Decision to BuyDowntown Bangkok Condominiums(Chulalongkorn University Printing House, 2012)
; This qualitative research aims to study opinions, expectations and all factors that have an impact on consumers and casual investor's decision to buy a downtown condominium in Bangkok. This research was conducted by interviewing consumers who have purchased a downtown condominium within the past six months. A total of fourteen people interviewed were divide into two groups. The research found that all of them had an implicit expectation for a profit, and the condominium's image played a key role and positively related to the purchase decision. In addition, it found that investors made a quick decision based on quite clear criteria, such as a condominium project being located in an area where new projects were very unlikely, the project developer has a high credibility based on experience, the project had a limited number of units, or they knew about the project before anybody else and had the opportunity to select and secure interesting rooms at comparatively lower prices. On the other hand, those who purchase a condominium for residential purposes would consider several aspects of the project in detail and expect to see the real room before deciding to buy because they want to make sure that it is the best project and best room available.6 90 - PublicationConsumer Attitude towards Chinese Products Following Recent High-profile Incidents Involving Counterfeit/Dangerous Exports(Chulalongkorn University Printing House, 2010)
; ; The recent high-profile incidents involving counterfeit/dangerous products exported from China to the world market have created a crisis of trust regarding the quality and safety of Chinese products. As one of the main importers of Chinese products. Thailand is interested in finding out consumer’s opinions regarding Chinese products, and whether consumer are still buying/using Chinese products or not. If they are, what are their reasons for buying/using them. The research founded that Thai consumers are still buying/using Chinese products because they are cheaper. Thai producers have to improve their capabilities and formulate competitive strategies to survive and achieve sustainable growth in the world market.9 154 - PublicationConsumers' Purchasing Behavior in Modern Retail Businesses in Bangkok Metropolis(Chulalongkorn University Printing House, 2008)
; ; The main objective of this research is to analyse consumers' purchasing behaviour in modern retail businesses in Bangkok Metropolis. The concept of duality in consumption is applied to back up this analysis with demography and socioeconomic variables, using the technique of multiple regression analysis. This study focuses on four modern retail businesses, namely Lotus, Watson, Top Supermarket and Big C. Consumer goods are classified into four types, which are shower gel, shampoo, body lotion and tissue paper. Results from the survey data show that the income elasticity is less than 1, which means that consumer goods are necessary in the view of people in Bangkok. Regarding the analysis of factors influencing the expenditure of consumer goods, the study reveals that the level of income is the most influential factor affecting the buying behavior for theproducts including shower gel, shampoo, and body lotion, whereas the number of family members is the most influential factor for the purchasing of tissue paper.11 89 - PublicationConsumption Behavior of Bakery Consumers in Bangkok(University of the Thai Chamber of Commerce, 2004)
; การวิจัยเรื่อง "การศึกษาพฤษติกรรมการบริโภคเบเกแรี่ ของผู้บริโภคในเขตกรุงเทพมหานคร" โดยมีวัตถุประสงค์เพื่อศึกษาปัจจัยทางตลาดที่มีผลต่อการตัดสินใจเลือกซื้อเบเกอรี่ ผู้บริโภคในเขตกรุงเทพมหานคร และเพื่อศึกษาพฤษติกรรมการบริโภคเบเกอรี่ ของผู้บริโภคในเขกรุงเทพมหานครผลการวิจัยพบว่า กลุ่มตัวอย่าง ส่วนใหญ่เป็นเพศหญิง มีอายุระหว่าง 23 - 35 ปีจบการศึกษาระดับปริญญาตรี ผู้บริโภคนิยมซื้อเบเกอรี่ในห้างสรรพสินค้ามากที่สุด รองลงมาคือร้านค้าห้องแถว และนิยมรับประทานขนมปังมากที่สุดรองลงมาคือ ขนมเค้ก สถานที่ที่จะบริโภคมักซื้อกลับบ้านมากกว่า นั่งรับประทานในร้าน และยังพบอีกว่า จำนวนเงินที่ซื้อเบเกอรี่ต่อครั้งจะอยู่ในช่วง 10-100 บาท ไม่ว่าจะอยู่ในระดับอายุเท่าใดและระดับรายำด้เท่าไหร่ กลุ่มผู้บริโภคอายุระหว่าง 15-22 ปี มักซื้อเบเกอรี่ไปเพื่อรับประทานเอง แต่ กลุ่มผู้บริโภคอายุ 23 ปีขึ้นไปจะนิยมซื้อเพื่อรับประทานในครอบครัวมากที่สุด สำหรับเพศชายรับประทานเบเกอรี่น้อยกว่า 1 ครั้งต่อสัปดาห์ ส่วนเพศหญิง รับประทานเบเกอรี่เฉลี่ย 1-2 ครั้งต่อสัปดาห์ โดยนิยมรับประทานเบเกอรี่ในช่วงเช้ามากที่สุดผลการวิจัยพบว่า กลุ่มตัวอย่างให้ความสำคัญต่อปัจจัยทางการตลาดด้านผลิตภัณฑ์ที่ใช้พิจารณาเลือกซื้อเบเกอรี่ ให้ความสำคัญกับรสชาติของเบเกอรี่มากที่สุด ส่วนเรื่องความมีชื่อเสียงไม่มีอิทธิพลมากนัก ต่อปัจจัยทางการตลาดด้านราคาที่ใช้พิจารณาเลือกซื้อเบเกอรี่ในระดับความสำคัญมากในเรื่องของ อยู่ไกล้ที่ทำงานมากที่สุด กลุ่มด้วยอย่างให้ความสำคัญต่อปัจจัยทางการตลาดด้านการส่งเสริมการตลาดที่ใช้พิจารณาเลือกซื้อเบเกอรี่ ในระดับความสำคัญมากในเรื่องของ มีการให้ส่วนลดเมื่อเป็นสมาชิกมากที่สุด แต่ร้านค้าห้องแถวจะแตกต่างคือกลุ่มตัวอย่างจะให้ความสำคัญในเรื่อง แถมสินค้าเมื่อซื้อสินค้าหลายชิ้นมากกว่า67 186 - PublicationCorporate Social Responsibility in the Private Sector(Chulalongkorn University Printing House, 2013)
; Currently consumers have been expecting the private sector to make a higher contribution to Corporate Social Responsibility (CSR). CSR has the ultimate effect on the business operations; therefore many in the private sector take this more seriously. To be more practical, some in the private sector apply the principles to social activities. Furthermore, the outcome of CSR benefits not only the stakeholders but also the entire organization, both in the short and long term together with intangible and tangible schemes.10 98 - PublicationDeveloping a Product through Community Participation by Applying the Sufficiency Economy Philosophy in the Production of Articial Flowers Made from Rubber Leaves(Chulalongkorn University Printing House, 2014)
; The purpose of this study was to describe opportunities and threats as well as to analyze strategies to develop design, package and brand of an artificial flower product made from rubber leaves. Community participation as in the Philosophy of Sufficiency Economy was applied with participatory action research of quantity and quality data. Data were collected from interviews, questionnaires and village brainstorming between handicraft groups, the researcher, supervisors and others who provided support. The study found that the handicraft group needs to develop the product, packaging and brand of the artificial flowers made from rubber. The product was named as "Baiyang Thong" by handcrafters in Hu-Rea, Hatyai. There were 18 types of products before implementing knowledge management, together with another 4 types of value added products. Based on knowledge management, another 6 types were created and the packaging was made from natural materials, a significant improvement over competitors in the market. The overall result of communities’ participation under the Sufficiency Economy Philosophy showed the high levels with three principles of reasonableness, moderation and the condition of knowledge are 4.40, 4.33, and 4.00 respectively. Virtue was at a middle level of 3.33, and self-immunity resulted in a low level of 2.33. Moreover, all the results derived under the Sufficiency Economy Philosophy were at the high level of 3.77.4 113 - PublicationDevelopment of marketing communication strategy for branding in the dental tourism industry in ThailandThailand’s strategy is to integrate tourism and health industries in order to add value to general tourism. While other countries such as India, Singapore, and Malaysia also have the same policy to position themselves as a medical hub in Asia, Thailand has no branding and unique marketing communication to distinguish itself from competitors. This study was carried out to develop a branding of Thailand’s dental tourism to differentiate its dental services from other countries. This thesis has three objectives including all aspects of the communication model which are the sender, message, channel, receiver, and effect. A mixed-method approach was used to understand (1) dental tourism businesses’ branding situation, and (2) the marketing communication situation. Then, (3) a marketing communication strategy known as “CRAFTS” for Thailand’s dental tourism branding was proposed to seven experts. The findings can be useful to facilitate the effectiveness of the “CRAFTS” branding and marketing communication strategy formulation for Thailand’s dental tourism. The branding can be used to help improve the quality of tourism services to meet the needs and increase the satisfaction of foreign tourists and distinguish Thailand from its competitors. Declaration of Conflicting Interests and Funding I declare no potential conflicts of interest with respect to the research, authorship, and/or publication of this thesis. I gratefully acknowledge the funding received towards my doctoral degree from Royal Golden Jubilee Ph.D. (RGJPHD) Thailand.
131 1187 - PublicationEU Eco-Label for adding value to Mor-Hom Products via Toung-Hong Prae through the EU Market(Chulalongkorn University Printing House, 2011)
; The European Union consists of 25-member countries that have eliminated mostbarriers to the free flow of goods, services, capital and labor across their borders. Thissingle market houses more than 380 million consumers with a combined grossdomestic product larger than that of the United States. Therefore, the effectivestrategies to tackle Euro Market are product quality and package standards. Howeverthe Euro market has some limitations regarding advertising, product promotion, tariffsand the removal of some tariffs that affect pricing practices. Furthermore, in the caseof Mor-Hom Products, the EU-Eco Labeling would greatly increase the value of theproduct and it would help to eliminate Non-Tariff Barriers throughout the EU Market.In addition, the advantage of the Eco-Label is to make the product valid throughoutEurope. The scheme is backed by the European Commission and all EU MemberStates. It has the potential to influence the behavior of millions of consumers acrossEurope, (Brussels Embassy, 2010). Furthermore, Thai-Textile is an important industryfor the Thai economy. Mor-Hom is a local product of Prae Province made from cotton(Indigofera tinctoria), which grows naturally by seed in Prae, and is then combinedwith other fibers to create the thread used for weaving Mor-Hom.11 156 - PublicationFactors Effecting Decision Making on Credit Card Usage of Low-Income Credit Card Holders in Bangkok Metropolitan Areas(Chulalongkorn University Printing House, 2009)
; Since 1996, when Thailand faced the economic crisis, financial companies have beenmore interested in the personal loan business, and highly competitive in financialbusiness as well. Consequently, the objective of this research is to study theinfluences of personal demographics, attitudes and marketing factors involved inpersonal decision making. The results of this study show that the samples havea medially positive attitude toward credit cards, but there was not a significantcorrelation to credit card usage decision making. Regarding marketing factors thatinfluence the samples, these include providers’ services, payment convenience,sales promotions, advertising, presenters, beautiful attributes, suggestions from otherpersons, public relations, and salespersons’ personality with a significant correlationat .01 level (p<.01). Other factors include interest rates and application fees, withsignificant correlations to credit card usage decision making at the .05 level (p<.05).These results also show the significant role of marketing mix, especially in advertisingand sales promotion. Analysis of demographic factors, founding age, education,occupation, and marital status have significant correlations to credit card usagedecision making of low income persons at the .05 level (p<.05). Furthermore,suggestions for future research have also been presented in this research article.19 308