DESSERTS IN THE VERSE OF FOOD AND DESSERT BY KING RAMA II (BOAT POEM) AMONG THAI TEENAGERS IN BANGKOK
Main Article Content
Abstract
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
Article Details
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Adul Chaturongakul. 2000. Consumer Behavior (6th edition) .Bangkok: Thammasat Printing House
Busayapong Musikachai. 2009 . Attitudes Affecting Consumption of Thai dessert. Master of business. Bangkok university
Chanon Rungruang, 2012. Enhancement of Distribution Efficiency and CostReduction Using Electronic Data Interchange Technique in Aluminium Industry. Master of Science. Chiangmai university
Cholada Mongkhonvanit and Ratanaporn Chatwong. 2014). Youth Opinions of The Image of Thai Dessert In Thailand. Siam university
Gibson, J. L. (2000). Organization: Behavior, Structure, Process. (10th ed.). Boston: McGrow – Hill.
Hornby, A. S. (2010). Oxford advanced learner's dictionary of current English. England: Oxford University Press
Katawan Wareerinsiri. 2013.The Intention Of Choosing a Green Hotel Stay. Master of Business. Thammasat university
Kotler, P. T., Bowen, J. T., Makens, J., and Baloglu, S. (2016). Marketing for Hospitality and Tourism. (7th ed.). United States: Pearson Education.
Mekfa Jarumporn (2019). Factors influencing intention to use car garagethat serves only female clients in bangkok. Master of Business Administration. Dusit thani college
Nut Iranoppaiboon. (2011). Satisfaction of Construction Contractors Towards Marketing Mix of Ready-Mixed Concrete of CPAC Franchisees. Master of Business. Chiangmai university
Phuricha Kornphuttinun (2019). The Influence of Behaviour in Consuming Thai Desserts of the People who Live inBangkok. Master of Bussiness .Bangkok University
Schiffman, L., & Kanuk, L. (2007). Consumer behavior. New Jersey: Prentice Hall.
Schermerhorn, J. R. (2000). Management. (7th ed). New York: John Wiley & Sons.
Shaw, M. E., & Jack, A. (1967). Group Dynamics: The Psychology of Small Group. New Jersey: Prentice-Ha
SereeratSuporn and ct. al (2000). Consumer Behavior. Bangkok: Dokya publishing
Suda pilin (2017). Behaviour in Consuming Thai Desserts of the People who Live In Bangkok. Krirk University