Main Article Content
The objective of this thesis was to investigate (1) Differences between factors affecting Thai teenagers’ intention of consuming Thai desserts from a famous Thai poem “Verse of Food and Dessert” (2) Factors influencing the intention to consume Thai desserts from “Verse of Food and Dessert” poem among Thai teenagers. This study uses a quantitative approach with a total of 400 samples and purposive sampling method was used for participant selection. The targeted participants are Thai teenagers who is between 14 and 21 years old in Bangkok, Thailand. Descriptive statistic, T-test, f-test and Multiple regression were used to analyze the data.
The result discovered that (1) Gender have an influence that affect the intention of consuming Thai dessert from the poem “Verse of Food and Dessert” with statistically significant difference at 0.05. While Age, Education level, Income and Influencers affect the intention of consuming Thai dessert from the poem “Verse of Food and Dessert” with statistically significant difference at p<0.001. However, the attitudes regarding Thai dessert consumption from the “Verse of Food and Dessert” poem were differed by Age, Education level, Income and Influencers with statistically significant difference at 0.05. The personal factor in Age, Education level, Income and different expenses along with marketing mix product, prices, channel of distribution and promotion had a statistically significant influence towards consumption intention of Thai desserts from the “Verse of Food and Dessert” poem at p<0.001. Attitude, marketing mix product, channel of distribution and promotion all had a statistically significant effect on the intention of Thai teenagers in Bangkok to consume Thai desserts from the poem “Verse of Food and Dessert” at p<0.001
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