arunee_nakm with out water mark

7/21/2019 Arunee_nakm With Out Water Mark

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THE STUDY OF CONSUMERS ATTITUDES AND BEHAVIORS TOWARDS

CARBONATE SOFT DRINKS


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THE STUDY OF CONSUMERS ATTITUDES AND

BEHAVIORS TOWARDS

CARBONATE SOFT DRINKS

Arunee Nakmongkol

An Ine!enen" S"u#

$re%en"e "o

T&e 'raua"e S(&ool o) Bangkok

Un*+er%*"#

In $ar"*al Ful)*llmen"

o) "&e Re,u*remen"% )or "&e

Degree

Ma%"er o) Bu%*ne%%

Am*n*%"ra"*on

-../


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0 -../

Arunee Nakmongkol

All r*g&" Re%er+e


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*+

Nakmongkol1Arunee2 Ma%"er o) Bu%*ne%% Am*n*%"ra"*on1 3une1

-../1 'raua"e S(&ool1

Bangkok Un*+er%*"#

T&e %"u# o) (on%umer% a""*"ue% an 4e&a+*or% "o5ar%

(ar4ona"e %o)" r*nk% 6789 $$2:

A+*%or o) Ine!enen" S"u#; Dr2 $aul T3 3ame%

ABSTRACT

Thai Carbonate Soft drinks market

In T&a*lan1 "&e (ar4ona"e %o)" r*nk *% a &uge !ar" o)

"&e "o"al r*nk marke"1

re!re%en"*ng 8" 6(o(a?(ola: 5*"&

8@= marke" %&are an Sern

Suk 6$e!%*: 5*"&


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rea(&*ng T&a*lan an

mean% a ne5 look a" "&e nu"r*"*onal 4ene)*"% o) r*nk%1

%u(& a% green "ea1 an a

,ue%"*on*ng *n "&e %ugar (on"en"% o) %o)" r*nk%2


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+

Challenges of carbonate soft drink market: new trends

distribution

Ano"&er e+olu"*on o) "&e T&a* marke" o+er "&e la%" @

#ear% "&a" &a% a !ro)oun

*m!a(" on "&e r*nk marke" o+erall1 an "&e (ar4ona"e %o)"

r*nk *n !ar"*(ular1 *% "&e

re+olu"*on o) "&e *%"r*4u"*on1 a% %een 4# "&e *%a!!earan(e

o) "ra*"*onal *%"r*4u"*on

an "&e ne5 om*nan(e o) %u!ermarke"% an lo(al

(on+en*en(e %"ore%2 Su(& an

eam!le o) "&*% (&ange *% "&e ma%%*+e gro5"& o) ?Ele+en1

5*"& *"% !lan% "o o!en @..

ne5 %"ore% e+er# #ear )or "&e ne" (om*ng #ear%2 Curren"l#

(on"roll*ng o+er


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!la#er%2

Underlying Theory of drinking behavior

T&e l*"era"ure re+*e5 &a% e!lore "&e *))eren"

elemen"% "&a" (om!o%e (u%"omer

4e&a+*or2 T&e%e elemen"% 5*ll !ro+*e a 4e""er

uner%"an*ng o) 5&a" *% mean" 4#

(u%"omer 4e&a+*or2 Com4*ne 5*"& Ma%lo5% &*erar( o)

nee%1 ke# r*+er% )or

uner%"an*ng (u%"omer% 4e&a+*or an nee% 5&en anal#*ng

"&e*r r*nk*ng &a4*"% &a+e

4een *en"*)*e2


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+*

T&e (om4*na"*on% o) Heal"&1 T&*r%"1 A))ora4*l*"#1

Con+en*en(e1 Imag*ne an

S"a"u% an So(*a4*l*"# 5*ll "&e )a("or% "&a" 5*ll "r*gger "&e

mo"*+a"*on an "&e !ur(&a%*ng

!ro(e%%2

Gathering the research ata

T&e re%ear(& *n%"rumen" u%e "o (olle(" !r*mar# a"a )or "&*%

%"u# *% a ,ue%"*onna*re2

T&e ,ue%"*onna*re *% e%*gne *n Engl*%& an "ran%la"e "o T&a*

language1 "&e re%ear(&

,ue%"*on% are e%*gne a((or*ng "o (on(e!"ual )rame5ork

)or an%5er*ng "&e ma*n

o4e("*+e% o) "&e %"u#2

!esearch !esults

T&e T&a* (on%umer% a!!ear% "o 4e a #oung male1 age 7@

"o


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lo5er %ugar r*nk%1 "&e# are

le%% !r*(e (on%(*ou% an more l*kel# "o %!on"aneou%1

un!lanne !ur(&a%e%2 T&e# are

*n*+*ual r*nker% 5&o look )or re)re%&men"2

Coun"r#%*e (on%umer% %&o5 le%% *n"ere%" *n lo5 %ugar %o)"

r*nk%2 T&e*r !ur(&a%e%

are u%uall# !lanne1 an r*nk% are !ur(&a%e )or )am*l#

(on%um!"*on1 mo%" l*kel# 5*"&


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+**

meal%2 T&e# are 4ran (on%(*ou% an more !r*(e (on%(*ou%

"&an "&e*r ur4an (oun"er

!ar"%2

T&e T&a* (on%umer *% no" #e" a% %o!&*%"*(a"e a% "&e glo4al

r*nker !re%en"e 4# "&e

%"u#2 T&ere *% a (lear *+*%*on 4e"5een "&e ur4an1 more

&eal"& (on%(*ou% an more

*mage r*+en (on%umer% an "&e (oun"r#%*e (on%umer1 5&o

*% more 4ran% an !r*(e

%en%*"*+e2

From "&e a"a ga"&ere *n "&e %"u#1 - "ren% &a+e 4een

*en"*)*e among%" "&e T&a*

(on%umer% %ugge%"*ng *n"ere%"*ng o!!or"un*"*e% )or ne5

!rou("% e+elo!men"2 T&e%e%

"ren% are (ar4ona"e% )ru*" u*(e% (on%um!"*on an &eal"&*er

l*)e%"#le a%!*ra"*on2

T&e (ar4ona"e %o)" r*nk% manu)a("urer% &a+e o+erall

%"ra"eg*( o!!or"un*"*e% *n

orer "o kee! "&e*r marke" %&are an re"a*n (u%"omer%2 T&e#

%"ar" 5*"& %!e(*)*( 4ran*ng

an (ommun*(a"*on "o a longer "erm a!!roa(& o) ne5 !rou("%

e+elo!men" %!e(*)*(all#

"arge"e a" *))eren" %egmen" o) "&e*r (on%umer% *n orer "o

an%5er "&e*r %!e(*)*( nee%2


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+***

ACKNOW>ED'EMENT

S!e(*al "&ank% "o Dr2$aul T3 3ame%1 m# a+*%or )or &*%

+alua4le gu*an(e2 T&*%

*ne!enen" %"u# (oul no" 4e a((om!l*%&e 5*"&ou" &*%

%u!!or"2

Al%o1 m# ear )r*en% 4o"& a" un*+er%*"# an a" 5ork1

"&ank #ou )or #our

en(ouragemen" an "&*% (oul &el! me (arr# ou" "&*% %"u#2

B*g "&ank% "o m# )am*l# 2I ne+er )eel alone 5*"& #our

lo+e an (are2 You are m#

role moel an m# *n%!*ra"*on2

T"#$

% &'

C&(T

%(TS

ABSTRACT

ACKNOW>ED'EMENT

>IST OF TAB>ES

>IST OF FI'URES

CHA$TER 7; RESEARCH

$RO$OSA>

727 Ba(kgroun

72- S"a"emen" o) !ro4lem

72< In"en%*on an rea%on )or

%"u#

728 O4e("*+e% o) "&e re%ear(&

72@ Maor re%ear(& ,ue%"*on an

%u4?,ue%"*on%

72 Re%ear(& a%%um!"*on%

72 S(o!e o) "&e re%ear(&

729 Bene)*" o) "&e re%ear(&

72/ >*m*"a"*on%

Con(lu%*on

CHA$TER -;

>ITARATURE

REVIEW

-27 De)*n*"*on an *m!or"an" o)

(on%umer 4e&a+*or

-2- Moel o) (on%umer 4e&a+*or

-2< Fa("or% *n)luen(e%

(on%umer 4e&a+*or


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-28 Ke# $%#(&olog*(al $ro(e%%

-2@ Bu#*ng e(*%*on !ro(e%%

Con(lu%*on

*

$

a

g

e

*+

+*

**

*

*

*

7

7

8

@

@

9

7

.

7

7

7

-

7

8

-

.

-

9


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TAB>E OF CONTENTS

6CONTINUED:

CHA$TER O'Y

YSIS

@27 T&e anal#%*% o) (u%"omer% emogra!&*(

a"a

@2- T&e anal#%*% o) (on%umer% 4e&a+*or

"o5ar (ar4ona"e %o)" r*nk%

@2< T&e anal#%*% o) (on%umer% a""*"ue

"C


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TAB>E OFCONTENTS

6CONTINUED:

CHA$TER ; RECOMMENDATIONS

AND CONC>USION

27 Re(ommena"*on "o (ar4ona"e %o)"

r*nk% (om!an*e%

2- Re(ommena"*on "o ?Ele+en

Con(lu%*on

BIB>IO'RA$HY

A$$ENDI

A!!en* A; Engl*%& Re%ear(&

ue%"*onna*re

A!!en* B ; T&a* Re%ear(&

ue%"*onna*re

A!!en* C; Car4ona"e So)" Dr*nk% a" ?

Ele+en

BIODATA

*

$a

ge

7-

@

7-

7o(a"*on

82-9 $a(k %*e %e!ara"e 4# 'ener

82-/ $a(k %*e %e!ara"e 4# Age

82


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>IST OF TAB>ES6CONTINUED:

82o(a"*on

82


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Cul"ure

-2< Ma%lo5% &*erar( o)

nee%2

-28 Dr*nk*ng an Ma%lo5%

H*erar( o) Nee%

-2@ Con%umer Nee% an

Dr*nk*ng Dr*+er%

-2 F*+e?S"age Moel o) "&e

Con%umer Bu#*ng $ro(e%%


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7

C)"*T%! +

,(T!&UCT,&(

#ackground

Euromon*"or In"erna"*onal e)*ne% (ar4ona"e% a% allnon?al(o&ol*( r*nk% *n"o

5&*(& (ar4on *o*e ga% &a% 4een *%%ol+e an"&ere)ore "&e r*nk *% (ar4ona"e2

Car4ona"e% are an aggrega"*on o) (ola (ar4ona"e% annon?(ola (ar4ona"e%1 5&e"&er

regular or lo5 (alor*e2 Euromon*"or In"erna"*onal*n(lue 4o"& %5ee"ene anor

(ar4ona"e% (on"a*n*ng (on"a*n ar"*)*(*al %5ee"ener%2

In -.. +olume %ale% o) (ar4ona"e %o)" r*nk% *nT&a*lan marke" 5a% -1-2/

m*ll*on l*"er%1 a gro5"& o)


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e!an%*on 1"&ere are @.. ne5

4ran(&e% o!en*ng a #ear% *n a+erage2

?Ele+en !ro+*e a 5*e range o) (ar4ona"e %o)"r*nk% !rou("% 5*"& +ar*ou%

!a(k %*e *n 7 4ran%2 In(lue% Coke1 Coke Jero1 Coke>*g&"1 S!r*"e1 Fan"a Orange1


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-

Fan"a Sala4err#1 Fan"a S"ra54err#1 $e!%*1 $e!%* T5*%"1$e!%* Ma1 $e!%* 'reen1

M*r*na Orange1 M*r*na >emonae1 Cal!*(o Soa anAW roo"4eer2

$ocal .ey players of Soft rinks /arket

T&a* $ure Dr*nk% >" 6Co(a?Cola: *% "&e %e("orL%lea*ng !la#er )ollo5 4#

Serm Suk 6$e!%*: Ho5e+er1 *" mu%" 4e %a* "&a" $e!%* *%a("uall# "&e lea*ng (ola

(ar4ona"e% 4ran a% T&a* (on%umer% !re)er *"% "a%"e "o "&a"o) Co(a?Cola2 Moreo+er1

aggre%%*+e an (on"*nuou% marke"*ng )rom $e!%* &a%%u!!or"e "&e !o%*"*+e

!er)orman(e o) *"% !rou("%2 >o5?(alor*e (ola(ar4ona"e% reg*%"ere "&e %"ronge%"

gro5"& *n o))?"rae +olume "erm% *n -..2 T&a*(on%umer% "en "o 4e more

a((u%"ome "o "&e (ola )la+or ra"&er "&an o"&er(ar4ona"e% )la+or%2 T&e%e )a("or%

%u!!or"e "&e %"rong !er)orman(e o) lo5?(alor*e (ola(ar4ona"e% a% "&e !rou("%

o))er*ng "&e !re)erre )la+or a% 5ell a% 4e*ng &eal"&*er

A% a re%ul"1 lo5?(alor*e (ar4ona"e% are ga*n*ng%&are o) o+erall (ar4ona"e%

%ale%2 $e!%* Ma )rom Serm Suk 5a% *n"rou(e *n"o "&elo(al marke"!la(e1 )ollo5e

4# Co(a?Cola >*g&" )rom T&a* $ure Dr*nk% >"2 Due "o "&egro5*ng &eal"& a5arene%%

"renG "&e%e 5ere )ollo5e 4# "&e laun(& o) Co(a?ColaJero1 o))er*ng (on%umer% "&e

"ra*"*onal Coke "a%"e 4u" 5*"& .= %ugar2

F*nall#1 "&ere *% a ne5(omer )rom $eru en"er*ng "&e


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%e("or1 namel# A3E 6T&a*:

Co >"1 a %u4%**ar# o) $eru+*an 4e+erage manu)a("urerAe'rou!2 T&e (om!an#

*n"rou(e "&e A3E B*g Cola 4ran1 a (ola (ar4ona"e!o%*"*one *n "&e e(onom#

%egmen" *n a large %*e !a(k2 6Euromon*"or In"erna"*onal1In"erne" -../:


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o5?(alor*e an %ugar?)ree (ar4ona"e% are

ga*n*ng *n !o!ular*"#1 a% %&o5n

4# "&e laun(& o) Co(a?Cola Jero )rom T&a* $ure Dr*nk%>" *n -..2 T&e LT&*nk

Heal"&L (on(e!" &a% le !rou(" *nno+a"*on "o5ar% "&elo5?(alor*e (a"egor#1 5&*(& *%

4e*ng 5ell re(e*+e 4# (on%umer%2 $r*or "o "&e laun(& o)Co(a?Cola Jero1 "&ere 5ere

alrea# a )e5 !rou("% *n "&e marke"!la(e 5*"& a &eal"&

angle1 %u(& a% $e!%* Ma an

Co(a?Cola >*g&"2 Ho5e+er1 "&e laun(& o) Co(a?Cola Jero

marke a ne5 le+el *n "&e

!u%& "o5ar% &eal"&*er (ar4ona"e%2

E+en "&oug& (ar4ona"e% o))er re)re%&men"1(on%umer% "en "o !a# more

a""en"*on "o "&e*r &eal"& an *n(rea%*ngl# are %"a#*ng a5a#

)rom un&eal" )oo% an


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r*nk% l*ke (ar4ona"e%1 5&*(& (on"a*n a &*g& !er(en"age o)%ugar2

Mo%" (ar4ona"e% a+a*la4le *n T&a*lan are!r*(e a% %"anar !rou("%2

Ho5e+er lo5?(alor*e (ola an %!e(*al"# regular (ola(ar4ona"e% are !r*(e %l*g&"l#

&*g&er2 $r*+a"e la4el (ar4ona"e% are no" !ar"*(ularl#!o!ular among T&a* (on%umer%2

Ho5e+er1 !r*+a"e la4el %a5 a %l*g&" *n(rea%e *n+olume2 W*"& "&e (on"*nuou%


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8

e!an%*on o) %u!ermarke" !ermarke" ou"le"%1 !r*+a"ela4el (ar4ona"e% are no5 more

a((e%%*4le2

Dr*nk*ng *% ano"&er 5a# o) 4e*ng a((e!"e a% agro5n?u! *n T&a* %o(*e"# 5&en

*" (ome% "o 4u%*ne%% mee"*ng%1 (ele4ra"*on !ar"*e% or!r*+a"e mee"*ng%2 Man# r*nk

4eer 5*"& (olleague% or )r*en% a)"er 5ork2 Ho5e+er1%*n(e "&e T&a* go+ernmen"

*m!o%e &*g& "ae% on al(o&ol*( 4e+erage% an

laun(&e *"% LDonL" Dr*+e DrunkL

(am!a*gn1 T&a*% "en "o "&*nk more 4e)ore r*nk*ng1e%!e(*all# r*+er%2

Man# T&a*% are a*("e "o (o))ee an "ea1 a%%een 4# "&e num4er o) (a)%

5*el# %!rea*ng *n Bangkok1 *"% e!an*ng o"&er 4*g(*"*e%2 W&en "ra+el*ng1 T&a*%

!eo!le eno# 4u#*ng re)r*gera"e %o)" r*nk% a% 5ell a%

&o" an (ol r*nk% )rom

+en*ng ma(&*ne% *n "&e (on+en*en(e %"ore% o) almo%" allga% %"a"*on% na"*on5*e2

6Euromon*"or In"erna"*onal1 In"erne" -../:

Statement of problem

Heal"& an 5ellne%% "ren *% 4oom*ng 4o"& *n

'lo4al an T&a*lan marke"%2

A% T&a* (on%umer% are 4e(om*ng more an moreeu(a"e1 "&e# are %&o5*ng more

(on(ern% a4ou" "&e*r &eal"&2 T&*% (an 4e uge )rom "&ea4unan(e o) )*"ne%% ou"le"%

an a+a*la4*l*"# o) &eal" !rou("% 6)oo an r*nk%: *n4o"& "ra*"*onal "rae an

moern "rae (&annel%2Car4ona"e %o)" r*nk *% one o) 4e%"%ell*ng 4e+erage *"em *n


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T&a*lan 4u" "en "o 4e (ann*4al*e 4# 4o""le 5a"er ano"&er lo5 %ugar %o)" r*nk%2

Car4ona"e% %o)" r*nk% (om!an*e% &a+e laun(&e lo5(alor*e% an lo5 %ugar !rou("

l*ne% *n l*ne 5*"& "&e &eal" "ren an al%o "o (o+er %ale%lo%e% )rom "&e*r %"anar

)ormula2 Bu" e!an*ng !rou(" l*ne *n lo5 %ugar )orma"

ma# 4e no" enoug& %*n(e

7..= )ru*" u*(e an !rou("% mae )rom )re%& anna"ural *ngre*en" &a+e 4een


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@

%"rongl# 5el(ome 4# "&e (on%umer%1 a% !ro+e 4#aggre%%*+e gro5"& re!or"e 4#

Euromon*"or2 Unl*ke )re%& u*(e an Tea1 "&ere nonu"r*"*on 4ene)*"% "o 4e )oun *n

Car4ona"e %o)" r*nk%2

T&a*% (on%umer% &a+e %o man# r*nk% (&o*(e% a%%een 4# "&e 5*e range% o)

4e+erage o))er*ng *n rea# "o r*nk )orma"1 )oun *n(on+en*en(e %"ore1 ga%?%"a"*on1

%u!ermarke" an o"&er %&o!!*ng !la(e%2 Fur"&ermore1

moern an lo(al (o))ee %&o!%

are %!rea*ng 5*el#1 e%!e(*all# *n Bangkok2 T&e%e%(o))ee %&o!% are e+elo!*ng on

"&e &eal"& "ren "&e T&a* (on%umer% are look*ng )or2 T&*%mean% (ar4ona"e% 5*ll nee

"o )*g&" +er# &ar *n orer "o kee! "&e*r %&are o) "&roa"%2

De%!*"e "&e !re%%ure o) "&e &eal" "ren an(om!e"*"or% (&allenge%1 "&ere %"*ll

&a+e goo ne5% )or (ar4ona"e %o)" r*nk% (om!an*e%2 T&eou"le"% o) %u!ermarke" an

(on+en*en(e %"ore% are e!an*ng aggre%%*+el#Ge%!e(*all# ?Ele+en2T&ere are

a!!ro*ma"el# @.. ne5 %"ore% o!en*ng e+er# #ear2 W*"&long &our% o) o!era"*on 5*"&

-8 &our%1 *"% mean an o!!or"un*"# )or (ar4ona"e %o)" r*nk%"o 4e %ol ou" al%o2

,ntention and !eason for Study

T&e !ro4lem% an o!!or"un*"*e% *%(u%%e a4o+e

&a+e *n"ere%"e "&e re%ear(&er

"o %"u# "&*% "o!*(2 Su((e%%)ul organ*a"*on% 5*ll re,u*ree"en%*+e *n)orma"*on on

(on%umer 4e&a+*or2


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!esearch &b0ectives

T&e o4e("*+e% o) "&*% re%ear(& %"u# are *en"*)*e a%

)ollo5%2

72To %"u# (on%umer% 4e&a+*or "o5ar% (ar4ona"e%o)" r*nk% a" ?Ele+en

-2To %"u# (on%umer% a""*"ue "o5ar% (ar4ona"e %o)"r*nk%2


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E

/a0or !esearch 1uestions: Sub-2uestion development

Maor re%ear(& ,ue%"*on

72W&a" are "&e )a("or% an "&e *m!l*(a"*on o)(on%umer 4e&a+*or "o5ar%

(ar4ona"e %o)" r*nk% a" ?Ele+en

Su4 re%ear(& ,ue%"*on%

-2W&a" )a("or &a% mo%" *n)luen"*al on "&e !ur(&a%ee(*%*on 5&en %&o!!*ng )or a

(ar4ona"e %o)" r*nk%


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(ar4ona"e %o)" r*nk% an "&e*r 4e&a+*or regar*ng "&*%!rou(" (a"egor# a" ?Ele+en2


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A

#enefit of the !esearch

T&ere are < grou!% ge""*ng 4ene)*" 4# "&*% re%ear(& %"u#2

F*r%"l#1 Car4ona"e %o)" r*nk% (om!an*e% 5*ll &a+emore uner%"an*ng a4ou"

(on%umer 4e&a+*or 5&o +*%*"% an 4u# )oor*nk% a" ?Ele+en2T&e (on%umer *n%*g&"

5*ll &el! )or )u"ure e+elo! marke"*ng m* o) *" !rou(" *n?Ele+en2

Se(onl# ?Ele+en 5*ll 4ene)*" 4# 4e*ng a4le"o !re%en" "&e (u%"omer%

rele+an" !rou("% m* !ro+*e 4# (ar4ona"e %o)" r*nk%(om!an*e%1 an "&ere)ore

*m!ro+e "&e*r (a"egor# managemen"2

>a%"l#1 "&e re%ear(&er 5*ll re(e*+e 4ene)*"1 a% "&*%re%ear(& %"u# *% en&an(*ng

&er %k*ll% on &o5 %u(& re%ear(& *% (onu("e2

$imitation of the !esearch

Due "o "&e "*me (on%"ra*n" an "&e l*m*"a"*on *n"&e num4er o) !eo!le 5&o

(onu(" "&e )*el %am!l*ng1 "&*% re%ear(& %"u# *%l*m*"*ng )*el %am!l*ng "o "&ree

lo(a"*on% onl#1 e%!*"e "&e )a(" "&a" ?Ele+en &a+e

more "&an


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+alue o) THB 7./ 4*ll*on2 T&e gro5"& o) "&e %e("or *%lo51 e%"*ma"e "o " 6(o(a?(ola: 5*"& 8@=

marke" %&are an Serm Suk 6$e!%*: 5*"&


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9

Re(en"l#1 ne5 e+elo!men"% &a+e emerge *n "&eT&a* marke"1 a))e("*ng 4o"&

ke# area% o) (on%umer% e!e("a"*on% an *%"r*4u"*on2

T&e gro5*ng (on(ern% o+er o4e%*"#1 *a4e"e% ano+erall e+olu"*on *n &eal"&

a5arene%% &a+e lea "o a +er# %"rong e+elo!men" o) "&e&eal"& an 5ellne%% "ren

among%" e+elo!e (oun"r*e% (on%umer%2 T&*% "ren *%no5 rea(&*ng T&a*lan an

mean% a ne5 look a" "&e nu"r*"*onal 4ene)*"% o) r*nk%1

%u(& a% green "ea1 an a

,ue%"*on*ng *n "&e %ugar (on"en"% o) %o)" r*nk%2 $e!%*an%5ere )*r%" "&*% "ren 4#

laun(&*ng $e!%* Ma1 )ollo5e *n -..9 4# Coke5*"& Coke Jero2 Ho5e+er1

(on%umer% *%a))e("*on )or (ar4ona"e %o)" r*nk% 5oullea "o a gro5*ng eman on

o"&er (a"egor# an a e(l*ne *n %&are o) "&roa" "&a" 5oul

nee "o e*"&er 4e a((e!"e1

or (om!en%a"e 4# "&e laun(& o) o"&er !rou("% *n more&eal" (a"egor*e%2

Ano"&er e+olu"*on o) "&e T&a* marke" o+er "&e la%" @#ear% "&a" &a% a !ro)oun

*m!a(" on "&e r*nk marke" o+erall1 an "&e (ar4ona"e%o)" r*nk *n !ar"*(ular1 *% "&e

re+olu"*on o) "&e *%"r*4u"*on1 a% %een 4# "&e *%a!!earan(e

o) "ra*"*onal *%"r*4u"*on

an "&e ne5 om*nan(e o) %u!ermarke"% an lo(al

(on+en*en(e %"ore%2 Su(& an

eam!le o) "&*% (&ange *% "&e ma%%*+e gro5"& o) ?Ele+en15*"& *"% !lan% "o o!en @..

ne5 %"ore% e+er# #ear )or "&e ne" (om*ng #ear%2Curren"l# (on"roll*ng o+er


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en&an(e (on%um!"*on% o!!or"un*"*e%1 ? Ele+en *% )a%"emerg*ng a% a ke# *%"r*4u"*on

!ar"ner "&a" *% more an more a4le "o %&a!emanu)a("urer% o))er "o )*" *"% (u%"omer%

nee%2

T&e (on%e,uen(e% o) "&*% %*"ua"*on )or "&e %o)"r*nk% marke"% !la#er% are "&a"

gro5"& (an onl# 4e ga*ne on "&e (om!e"*"or% +*a ne5!rou("% laun(&e% an or 4#

%"ra"eg*( (on"rol o) *%"r*4u"*on (&annel% "o rea(& "&e(on%umer%2


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/

A% a re%ul"1 "&e unerl#*ng ke# *%%ue *% "&a"(on%umer 4e&a+*or *n%*g&" *n "erm%

o) "a%"e an %&o!!*ng !a""ern% are +*"al elemen"% o) "&e%"ra"eg# o) "&e r*nk marke"

!la#er%2

B# )o(u%*ng on %ele("e %"ore% *n 4o"& Bangkokan u!(oun"r#1 4# ga"&er*ng

*n%*g&" )rom (ar4ona"e %o)" r*nk% (on%umer%1 "&*%%"u# a*m% a" 4r*ng*ng a ne5

*n%*g&" "o "&e T&a* %o)" r*nk marke" 4# )*n*ng 5&a" *%

(on%umer% 4e&a+*or "o5ar

(ar4ona"e %o)" r*nk% a" ?Ele+en an "&e*r a""*"ue% "o5ar(ar4ona"e %o)" r*nk%2


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7.

C)"*T%! 3

$,T%!"TU!% !%4,%5

T&*% (&a!"er re+*e5% (on(e!" an (on%umer4e&a+*or "&eor# )or maor

(on%"ru(" o) "&e %"u#G (on%*%" o) @ %e("*on% a% )ollo5*ng%2

-27 De)*n*"*on an *m!or"an" o) (on%umer 4e&a+*or

-2- Moel o) (on%umer 4e&a+*or

-2< Fa("or% *n)luen(e% (on%umer 4e&a+*or

-28 Ke# $%#(&olog*(al $ro(e%%

-2827 Mo"*+a"*on

-282- $er(e!"*on

-282< >earn*ng

-2828 Memor#

-2@ Bu#*ng e(*%*on !ro(e%%

Con(lu%*on


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77

36+ efinition and important

Con%umer 4e&a+*or *% e)*ne a% "&e 4e&a+*or

"&a" (on%umer *%!la# *n

%eek*ng1 !ur(&a%*ng1 u%*ng1 e+alua"*ng an *%!o%*ng o)

!rou(" an %er+*(e "&a" "&e#

e!e(" 5*ll %a"*%)# "&e*r !er%onal nee%2 T&e %"u# o)(on%umer 4e&a+*or *% "&e %"u#

o) &o5 *n*+*ual make e(*%*on% "o %!en "&e*r mone#1"*me an e))or" on !rou("%

an %er+*(e2 6>eon2 Da+*1 El*a4e"&1 Aron1 3u*"& an>e%l*e1 -..7:

$eo!le engage *n a("*+*"*e% )or man# !ro!o%e%o"&er "&an (on%um!"*on 4u"

5&en a("*ng a% a (on%umer *n*+*ual% &a+e u%" one goal *nm*n?"o o4"a*n goo% an

%er+*(e% "&a" mee" "&e*r nee% an 5an"%2 All(on%umer% )a(e +ar#*ng !ro4lem%

a%%o(*a"e 5*"& a(,u*r*ng !rou("% "o %u%"a*n l*)e an!ro+*e )or %ome (om)or"%2

Be(au%e %olu"*on% "o "&e%e !ro4lem% are +*"al "o "&ee*%"en(e o) mo%" !eo!le an "&e

e(onom*( 5ell 4e*ng o) all1 "&e# are u%uall# no" "akenl*g&"l#2 T&e (on%umer mu%"

%!e(*)*( "#!e% o) e(*%*on% *n orer "o o4"a*n ne(e%%ar#!rou("% or %er+*(e%2 T&e

!ro(e%% *% (om!le1 a% e(*%*on mu%" 4e mae a4ou" 5&a"15 5&en1 5&ere an &o5

o)"en "o 4u# an *"em2 6>eon2 Da+*1 El*a4e"&1 Aron1 3u*"&an >e%l*e1 -..7:

Be%*e%1 (on%umer !re)eren(e% 5ere (on%"an"l#(&ang*ng an 4e(om*ng &*g&l#

*+er%*)*e2 E+en *n *nu%"r*al marke"%1 5&ere nee% )orgoo% an %er+*(e% 5ere

&omogeneou% "&an *n (on%umer marke"1 4u#er 5eree&*4*"*ng *+er%*)*e !re)eren(e%


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an le%% !re*("a4le !ur(&a%e 4e&a+*or63ona"&an1 7//@:

T&e%e lea "o 5 uner%"an (on%umer 4e&a+*or

*% +er# *m!or"an" "o all "&e

)*rm% 4o"& !ro)*" an non !ro)*" organ*a"*on2


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7-

363 /odel of consumer behavior

T&*% moel o) (on%umer 4e&a+*or *% *m!or"an"

)or "&e !ur!o%e o) "&*% %"u#

4e(au%e *" e)*ne% 5&a" are "&e ke# elemen"% neee"o uner%"an (on%umer

!ur(&a%*ng 4e&a+*or2

T&ere are a +ar*e"# o) *))eren(e% "#!e% o) moele*%"*ng *n "&e (on%umer

4e&a+*or l*"era"ure2 Moel% g*+e a %*m!l*)*e +er%*on o)

rela"*on%&*! 4e"5een )a("or%

"&a" *n)luen(e 4e&a+*or2 T&e !ur!o%e o) (on%umer4e&a+*or moel% *% "o !ro+*e

e%(r*!"*on1 e!lana"*on an !re*("*on o) "&e $ur(&a%e63ona"&an1 7//@:2

F*gure -27 *% "&e moel o) (on%umer 4e&a+*or "&a""&*% %"u# u%e% "o (a!"ure

"&e general %"ru("ure an !ro(e%% o) (on%umer 4e&a+*or2

F*gure -27 Moel o) (on%umer 4e&a+*or

F*gure -27 Moel o) (on%umer 4e&a+*or

Sour(e; Marke"*ng Managemen" 6Ko"ler an Keller1 -..:

F*gure% -27 *en"*)# *))eren" an (on%e(u"*+e%


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elemen"% "o e)*ne "&e 4u#*ng

!ro(e%%


42/262

7earn*ng *% !rou(e"&roug& "&e *n"er!la# o) r*+e%1

%"*mul*1 (ue%1 re%!on%e% an re*n)or(emen"2 T&e emano) "&e !rou(" (an 4e 4u*l

4# a%%o(*a"*ng *" 5*"& %"rong r*+e%1 u%*ng mo"*+a"*ng(ue% an !ro+**ng !o%*"*+e

re*n)or(emen"2 6Ko"ler an Keller1 -.. !27:


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366 /emory

All "&e *n)orma"*on an e!er*en(e% *n*+*ual%en(oun"er a% "&e# go "&roug&

l*)e (an en u! *n "&e*r long "erm memor#2 Memor# *%*+*e *n"o - "#!e% *n(lue

%&or"?"erm memor# an long "erm memor#2 >ong "ermmemor# %"ru("ure *n+ol+e


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-

%ome k*n o) a%%o(*a"*+e moel )ormula"*on1 )or eam!le1"&e a%%o(*a"*+e ne"5ork

memor# moel +*e5% >TM a% (on%*%"*ng o) a %e" o)noe% an l*nk%2 An# "#!e o)

*n)orma"*on (an 4e %"ore *n memor# ne"5ork2 A%!rea*ng a("*+a"*on !ro(e%% )rom

noe "o noe e"erm*ne% "&e e"en" o) re"r*e+al an 5&a"*n)orma"*on (an a("uall# 4e

re(alle *n an# g*+en %*"ua"*on2 I" *% +er# *m!or"an" "oen%ure "&a" "&e (on%umer &a+e

"&e r*g&" "#!e% o) !rou(" an %er+*(e e!er*en(e% %u(& "&a""&e r*g&" 4ran kno5lege

%"ru("ure% are (rea"e an ma*n"a*ne *n memor#26Ko"leran Keller1-..1!279:


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-9

36; #uying ecision *rocess

T&e 4a%*( !%#(&olog*(al !ro(e%%e% !la# an

*m!or"an" role *n uner%"an*ng

&o5 (on%umer% a("uall# make "&e*r 4u#*ng e(*%*on%2

T&e moel *n F*gure -2

!ro+*e% a )rame o) re)eren(e2

F*gure -2 F*+e?S"age Moel o) "&e Con%umer Bu#*ng$ro(e%%

Sour(e; Marke"*ng Managemen" 6Ko"ler an Keller1 -..:


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-/

*roblem recognition

T&e !ro(e%% o) mark*ng a (on%umer e(*%*on

4eg*n% 5*"& "&e !ro4lem

re(ogn*"*on2 $ro4lem re(ogn*"*on o((ur% 5&en a(on%umer no"*(e% "&a" "&e (urren"

%"age o) a))a*r% *% no" "&e eal or e%*re %"age 6$e"er anOl%on1 7//81 !27@/:2 Among

(on%umer%1 "&ere %eem "o 4e "5o *))eren" !ro4lem?re(ogn*"*on %*"ua"*on%2 Some

(on%umer% )a(e a("ual %"a"ee(*%*on1 5&ere "&e# !er(e*+ea !ro4lem 5*"& a !rou("

"&a" )a*l% "o !er)orm%a"*%)a("or*l#1 )or eam!lea 5a"(& "&a" no longer kee!%a((ura"e

"*me2 In (on"ra%"1 o"&er(on%umer )a(e% e%*re %"a"ee(*%*on%1 5&ere "&e e%*re

)or

%ome"&*ng ne5 ma# "r*gger"&e e(*%*on !ro(e%%2 6>eon2Da+*1 El*a4e"&1 Aron1

3u*"& an >e%l*e1 -..7 !2@-


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*n)orma"*on on 5&*(& "o 4a%e a (&o*(e2 For un*m!or"an"or (&ea! !ur(&a%e "&*% ma#

no" 4e ne(e%%ar# 4u" )or more *m!or"an" or e!en%*+e!ur(&a%e *" ma# "ake "*me an

e))or" "o )*n ou" 5&a" "&e o!"*on% are2 T&e %our(em*g&" 4e "&e me*a1 )r*en%1

rela"*on% or o"&er %*gn*)*(an" !eo!le2 6Bare&am1 7//@1 !2:

%valuation of alternatives

Con%umer% "en "o u%e "5o "#!e% o) *n)orma"*on

5&*(& are a l*%" o) 4ran% an

%"ore )rom 5&*(& "&e# !lan "o make "&e*r %ele("*on an"&e (r*"er*a "&e# 5*ll u%e "o

e+alua"e ea(& 4ran 6>eon2 Da+*1 El*a4e"&1 Aron13u*"& an >e%l*e1 -..7!2@-@:2


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*n%"an(e1 mea%ure% o) (on%umer %a"*%)a("*on (an 4e u%e"o *n*(a"e "&e %u((e%% o) a

(om!an# marke"*ng %"ra"eg*e%2 Sa"*%)*e (on%umer% aremore l*kel# "o re!ur(&a%e

!rou(" an 4e(ome 4ran lo#al1 "&e# are more l*kel# "o"ell o"&er !eo!le "&e !rou("

an %!rea !o%*"*+e 5or?o)?mou"&

(ommun*(a"*on%2 On "&e o"&er &an1


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eon1

Da+*1 El*a4e"&1 Aron1 3u*"& an >e%l*e1 6-..7:1 *" *%uner%"oo "&a" 5&a" *% (alle

(u%"omer 4e&a+*or *% a %e" o) a("*+*"*e% 5&o%e )*nal !ur!o%e*% "o !ur(&a%e2 Ho5e+er1

"&*% !ro(e%% *% %een a% 4e*ng %"rongl# *n)luen(e )*r%" 4#elemen"% an *n)orma"*on

a+a*la4le *n "&e marke"1 4u"1 mo%" o) all 4# "&e (u%"omer!er(e!"*on% an a%!*ra"*on%2

T&*% (om!le !ro(e%% nee% "o 4e %*m!l*)*e"&roug& a (u%"omer 4e&a+*or

moel *n orer "o 4e ea%*l# uner%"oo an u%e2 A%"&ere are man# *))eren"

re%ear(&er% %"u#*ng (u%"omer% 4e&a+*or1 "&ere 5*ll 4eman# moel%2 T&e moel

%ele("e )or "&e !ur!o%e o) "&*% %"u# *% "&e moel!ro!o%e 4# Ko"ler an Keller *n

Marke"*ng Managemen" 6-..: a% *" %eem% "&e mo%"(om!le"e an "&e (leare%" "o u%e2

From "&*% moel1 ke# elemen"% e)*n*ng "&e!ur(&a%e e(*%*on &a+e 4een

*en"*)*e2 Ou" o) "&e%e 1 "&e - "&a" &a+e a *re(" l*nk "o

our %"u# are "&e Con%umer


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C&ara("er*%"*(% an "&e Con%umer $%#(&olog#1 a% "&*%%"u# )o(u%e% on "&e (on%umer

elemen" o) "&e !ur(&a%*ng e(*%*on2

On(e look*ng a" "&e (on%umer elemen"%1 *" *% (lear"&a" all (on%umer% 4e&a+*or

*% *n)luen(e 4# < ke# )a("or%1 Cul"ural1 So(*al an$er%onal2 T&e%e% 5*ll 4e "&e ke# "o

unlo(k "&e uner%"an*ng o) "&e m*n o) "&e (on%umer o)(ar4ona"e %o)" r*nk%2


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79/262

a(o4u((*1 -..-1 !2/


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e(rea%e %ale% m*g&" (onu(" an e!lora"or# %"u# "ogenera"e !o%%*4le e!lana"*on%2

6C&ur(&*ll an >a(o4u((*1 -..-1 !2/7:

escriptive research

De%(r*!"*+e e%*gn% are u%e 5&en "&ere%ear(& o4e("*+e em!&a%*e%

e%(r*4*ng an mea%ur*ng marke"*ng *%%ue% a" a !ar"*(ular

!o*n" *n "*me 6Ha*r1 Bu%&

an Or"*nau1 -..1 7.:2 T&e e%(r*!"*+e %"u# *%"#!*(all# gu*e 4# *n*"*al

!o"&e%*%2 De%(r*!"*+e %"u*e% re,u*re a (lear%!e(*)*(a"*on o) 5&o1 5&a"1 5&en1

5&ere1 5 an &o5 o) "&e re%ear(&2 T&e# are u%e 5&en"&e re%ear(& *% *n"ene "o

e%(r*4e "&e (&ara("er*%"*(% o) (er"a*n grou!1 "o e%"*ma"e "&e!ro!or"*on o) !eo!le 5&o


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a(o4u((*1-..-1 !277:2 A grea" eal o)

em!&a%*% *% !la(e on "&e %(*en"*)*( genera"*on o) "&e

%am!le %o "&a" "&e mem4er% are

re!re%en"a"*+e o) "&e !o!ula"*on o) *n"ere%"2 A "#!*(al%ur+e# *n+ol+e% %ummar**ng

an general**ng "&e a"a (olle("e2 T&e anal#%*% o)%am!le %ur+e# re%ul"% re%"%

&ea+*l# *n "&e (ro%%?(la%%*)*(a"*on "a4le 5&*(& *% u%e "ore!or" "&e o*n" o((urren(e o)

"&e +ar*a4le% o) *n"ere%" 6C&ur(&*ll an >a(o4u((*1 -..-1

!27--:2


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T&ere *% a %!e(*al "#!e o) re%ear(& e%*gn uner(ro%% %e("*onal %"u# (alle

(o&or" anal#%*%2 T&*% anal#%*% (an 4e u%e 5&en "&ere *% a%er*e% o) %ur+e#% an "&e

%!a(*ng 4e"5een "&em (orre%!on% "o a na"ural or (o&or"1*+*%*on o) "&e !o!ula"*on1

5&ere a (o&or" re)er% "o "&e aggrega"e o) *n*+*ual% 5&oe!er*en(e "&e %ame e+en"

5*"&*n "&e %ame "*me *n"er+al 6C&ur(&*ll an >a(o4u((*1-..-1 !2779?77/:2


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a(o4u((*1 -..-1 /7:


84/262

a(o4u((*1 -..-1 !2-@9:2For


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eam!le1 "&e %"u# o) !eo!le% a""*"ue% "o5ar e(olog#

an !ollu"*on2 Su%!e("*ng o)

"e%" an )*n "&a" a""*"ue% "o5ar green marke"*ng arerela"e "o "&e re%!onen"%

le+el o) eu(a"*on2


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$ifestyle Characteristic

T&*% *% ano"&er "#!e o) !r*mar# a"a *% "&e %u4e("%

!%#(&olog*(al an l*)e%"#le

(&ara("er*%"*(% *n "&e )orm o) !er%onal*"# "ra*"%1

a("*+*"*e%1 *n"ere%"% an +alue%2

$er%onal*"# re)er% "o normal !a""ern% o) 4e&a+*ore&*4*"e 4# an *n*+*ual1 "&e

a""r*4u"e%1 "ra*"% an manner*%m% "&a" *%"*ngu*%&one *n*+*ual )rom

ano"&er26C&ur(&*ll an Bro5n1-..81!2-./: $eo!le areo)"en (&ara("er*e 4# "&e

!er%onal*"# "ra*"%1 aggre%%*+ene%%1 om*nan(e1)r*enl*ne%% "&e# *%!la#2 W&*le

l*)e%"#le (&ara("er*%"*( )o(u% on kno5*ng (u%"omer *n"erm o) &o5 "&e# l*+e1 5&a"

*n"ere%" "&em1 an 5&a" "&e# l*ke2 T&e !ur!o%e o) +aluean l*)e%"#le re%ear(& *% "o

(rea"e "&e %"anar !%#(&ogra!&*( )rame5ork "&a" (an4e u%e )or a +ar*e"# o)

!rou("%2 6C&ur(&*ll an Bro5n1 -..81 !2-7.:

"ttitudes>&pinions

A""*"ue *% u%e "o re)er "o an *n*+*ual%!re)eren(e1 *n(l*na"*on +*e5% or

)ell*ng "o5ar% %ome !&enomenon 5&*le "&e o!*n*on%

are +er4al e!re%%*on% o)

a""*"ue%2 6C&ur(&*ll an Bro5n1 -..81 !2-77:

A""*"ue *% one o) more *m!or"an" no"*on4e(au%e a""*"ue% are rela"e% "o

4e&a+*or2 I) a !er%on &a% a !o%*"*+e a""*"ue "o5ar a!rou("% or 4ran1 "&e !er%on *%

more l*kel# "o 4u# "&a" !rou("2 In (on"ra%" !er%on% 5&o&a% nega"*+e a""*"ue are

l*kel# no" "o 4u# "&a" !rou("2 6C&ur(&*ll an Bro5n1 -..81


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!2-77?-7a(o4u((*1 -..-1 !2-


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8.

"&e re%!onen" *% a5are o) "&e !rou(" an *"% )ea"ure1 *"%!r*(e an 5&ere *" ma# 4e

!ur(&a%e1 *"% 4ran name an (oun"r# o) or*g*n2 Ingeneral1 a5arene%% ,ue%"*on% &el!

"o a%%e%% (on%umer% kno5lege o) an# elemen" o)"&e (on%umer e!er*en(e1

a+er"*%emen"%1 !rou("%1 re"a*l %"ore% an %o on26C&ur(&*ll an >a(o4u((*1 -..-1

!2-8:

,ntentions

Ano"&er "#!e o) !r*mar# a"a *% *n*+*ual*n"en"*on%G *" re)er% "o "&e

*n*+*ual% an"*(*!a"e or !lanne )u"ure 4e&a+*or2$eo!le% *n"en%*on% !r*mar*l#

rela"e "o !ur(&a%*ng 4e&a+*or2 In"en"*on% are o)"enga"&ere 4# a%k*ng re%!onen"% "o

4e%" e%(r*4e "&e*r !lan 5*"& re%!e(" "o a ne5 !rou("or %er+*(e2 6C&ur(&*ll an

>a(o4u((*1 -..-1 !2-8?-@:

/otivation

T&e (on(e!" o) mo"*+a"*on a((or*ng "o C&ur(&*llan >a(o4u((* *% re)er "o

nee1 a 5an"1 a r*+e an urge1 a 5*%&1 a e%*re1 an*m!ul%e or an# *nner %"age "&a"

*re("% or (&annel% 4e&a+*or "o5ar% goal2 Mo"*+e%"en "o 4e more %"a4le "&an

!ar"*(ular 4e&a+*orG "&ere)ore mo"*+e% o))er a 4e""er

4a%*% )or !re*("*ng )u"ure

4e&a+*or "&an oe% !a%" 4e&a+*or2 T&e uner%"an*ng o)mo"*+e% 4e&*n a !er%on%

4e&a+*or 5*ll ena4le "o uner%"an "&e 4e&a+*or 4e""eran *n "urn1 are *n a 4e""er

!o%*"*on "o *n)luen(e 4e&a+*or1 or a" lea%" !ro+*e


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o))er*ng (on%*%"en" 5*"& "&a"

an"*(*!a"e 4e&a+*or2 6C&ur(&*ll an >a(o4u((*1 -..-1!2-:

#ehavior

T&*% *% "&e la%" "#!e o) !r*mar# a"a2 Be&a+*or(on(ern% 5&a" (on%umer% &a+e

one or are o*ng2 U%uall# *n marke"*ng1 "&*% mean%

!ur(&a%e an u%age 4e&a+*or2


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87

Be&a+*or *% a !%*(al a("*+*"# "&a" "ake% !la(e uner%!e(*)*( (*r(um%"an(e%1 a" a

!ar"*(ular "*me an *n+ol+e% one or more !ar"*(*!an"%2 T&e%"u# o) 4e&a+*or *n+ol+e%

"&e e+elo!men" o) a e%(r*!"*on o) "&e !ur(&a%e or u%ea("*+*"#1 e*"&er !a%" or (urren"2

6C&ur(&*ll an Bro5n1 -..81 !2-7@:


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8-

76+6 esign ata Collection 'orm

T&ere are a (&o*(e o) "&ree ma*n re%ear(&

*n%"rumen"% *n (olle("*ng !r*mar#

a"a *n(lue% ,ue%"*onna*re%1 ,ual*"a"*+e mea%ure% an

me(&an*(al e+*(e 6Ko"ler an

Keller1 -..1 !27.7:2 A((or*ng "o "&*% re%ear(& %"u# u%e,ue%"*onna*re "o (olle("*ng

"&e !r*mar# a"a1 "&ere)ore "&e re+*e5% 5*ll 4e)o(u%e on "&e (on(e!" o)

,ue%"*onna*re me"&o onl#2

1uestionnaire

T&e ,ue%"*onna*re *% "&e mo%" (ommon *n%"rumen"

u%e "o (olle(" !r*mar# a"a2

A ,ue%"*onna*re (on%*%"% o) a %e" o) ,ue%"*on% !re%en"e"o re%!onen" 6Ko"ler an

Keller1 -..1 !27.7:2 T&e role o) ,ue%"*onna*re *% "o

)a(*l*"a"e "&e e"ra("*on o) a"a

)rom re%!onen"2 I" !ro+*e% (on%*%"en(# *n "&e 5a#"&e *n"er+*e5 *% (onu("e

6Hague an Morgan1 -..81 !2//:2 ue%"*onna*re nee% "o(are)ull# e+elo!e1 "e%"e

an e4ugge 4e)ore "&e# are am*n*%"ere on a large %(ale2In"er!re"*ng ,ue%"*onna*re

re,u*re% (are)ull# (&oo%*ng "&e ,ue%"*on% an "&e*r )orm1

5or*ng an %e,uen(e2 T&e

)orm o) ,ue%"*onna*re (an *n)luen(e "&e re%!on%e2T&ere)ore1 *" nee% "o 4e

*%"*ngu*%&e 4e"5een (lo%e?en an o!en?en,ue%"*on%2 Clo%e?en ,ue%"*on%

%!e(*)# all "&e !o%%*4le an%5er% an !ro+*e an%5er% "&a"are ea%*er "o *n"er!re" an

"a4ula"e2 W&*le o!en ,ue%"*on% allo5 re%!onen"% "oan%5er% *n "&e*r o5n 5or% an


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o)"en re+eal more a4ou" &o5 !eo!le "&*nk2 T&e# aree%!e(*all# u%e)ul *n e!lora"or#

re%ear(&1 5&ere *" look*ng )or *n%*g&" *n"o &o5 !eo!le

"&*nk ra"&er "&an mea%ur*ng

&o5 man# !eo!le "&*nk a (er"a*n 5a#2 6Ko"ler an Keller1-..1 !27.7:

A ,ue%"*onna*re (an 4e am*n*%"ere *n "&ree

*))eren" 5a#% 5&*(& are 4#

!&one1 )a(e?"o?)a(e an %el)?(om!le"*on2 T&e%e "&reeme"&o% re,u*re *))eren(e

)orm% o) ,ue%"*onna*reG Ta4le


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8a(o4u((*1 -..-1

!2889:2 F*gure


96/262

Step ;

Step ?

Sour(e; Marke"*ng Re%ear(& Me"&oolog*(al )ouna"*on6C&ur(&*ll an >a(o4u((*1

-..-1 !288/:


97/262

8@

76+6;6+ Target *opulation

T&e )*%" %"e! *% "o e)*ne "&e "arge" !o!ula"*on "&a"

5*ll 4e %am!le2 T&e mo%"

*m!or"an" "&*ng *n e)en*ng "&e "arge" !o!ula"*on *%

%!e(*)#*ng ea("l# 5&a" elemen"%

are o) *n"ere%" an 5&a" elemen"% are "o 4e e(lue26C&ur(&*ll an >a(o4u((*1 -..-1

!28@.:

76+6;63 Sampling 'rame

A)"er e(**ng 5&o or 5&a" %&oul 4e *n+e%"*ga"e1"&e ne" %"e! *% "o (rea"e a

l*%" o) el*g*4le %am!l*ngun*"%2 T&e l*%" %&oul(on"a*n enoug&*n)orma"*on a4ou" ea(&

!ro%!e("*+e%am!l*ng un*" %o "&ere%ear(&er (an%u((e%%)ull# (on"a(" "&em2Ha+*ng an

*n(om!le"e%am!l*ng )rame e(rea%e "&e l*kel*&oo o) ra5*ng are!re%en"a"*+e o) "&e

%am!le2 Sam!l*ng )rame l*%" (an 4e (rea"e )rom a num4er

o) *))eren" %our(e %u(& a%

(u%"omer l*%"% )rom (om!an*e% *n"ernal a"a4a%e1ranom?*g*" *al*ng2 6Ha*r1 Bu%&

an Or"*nau1 -..1 !2


98/262

%am!l*ng )rame2 D*))eren"

"#!e o) %am!le% re,u*re% *))eren" "#!e% o) %am!l*ng )rame%2

*robability and (onprobability samples

T&e ma*n "#!e% o) %am!le% *n(lue non!ro4a4*l*"#an !ro4a4*l*"# %am!le%2

$ro4a4*l*"# %am!le% are *%"*ngu*%&e 4# "&e )a(" "&a" ea(&!o!ula"*on elemen" &a% a

kno5n1 nonero (&an(e o) 4e*ng *n(lue *n "&e %am!le2W*"& non!ro4a4*l*"# %am!le%

*n (on"ra%"1 a %am!le rel*e% on !er%onal ugmen" *n "&eelemen" %ele("*on !ro(e%% an


99/262

8

"&ere)ore !ro&*4*"% e%"*ma"*ng "&e !ro4a4*l*"# "&a" an#!o!ula"*on elemen" 5*ll 4e

*n(lue *n "&e %am!le "&u%1 a egree o) %am!l*ng errorma# 4e *n+ol+e2 6C&ur(&*ll

an Bro5n1 -..81 !28.


100/262

De"erm*n*ng "&e %am!le %*e *% no" an ea%# "a%k1"&ere are "&ree )a("or% !la#*ng

an *m!or"an" role *n e"erm*n*ng %am!le %*e%1*n(lu*ng1 "&e +ar*a4*l*"# o) "&e

!o!ula"*on (&ara("er*%"*( uner *n+e%"*ga"*on an "&e le+elo) (on)*en(e e%*re *n "&e

e%"*ma"e an "&e egree o) !re(*%*on e%*re *n

e%"*ma"*ng "&e !o!ula"*on

(&ara("er*%"*(%2 T&e grea"er "&e +ar*a4*l*"# o) "&e(&ara("er*%"*( uner *n+e%"*ga"*on1 "&e


101/262

8

&*g&er "&e le+el o) (on)*en(e re,u*re2 S*m*larl#1 "&emore !re(*%e "&e re,u*re

%am!le re%ul"% "&e larger "&e ne(e%%ar# %am!le %*e 6Ha*r1Bu%& an Or"*nau1 -..1

!2


102/262

m*g&" *n(lue a !ar"*(ular

(on%umer !rou("1 %!e(*)*( grou!% o) !eo!le or %!e(*)*(organ*a"*on%2 6Ha*r1 Bu%&

an Or"*nau1 -..1 !2


103/262

89

76+6? "naly@e and ,nterpret ata

To5ar% "&e en o) marke" re%ear(& !roe("1 "&e

)*el5ork *% (om!le"e an

"&e a"a mu%" 4e anal#e2 PCoding*% "&e "e(&n*(al!ro(eure 4# 5&*(& ra5 a"a are

"ran%)orme *n"o %#m4ol%1 *" *n+ol+e% %!e(*)#*ng "&eal"erna"*+e (a"egor*e% or (la%%e%

*n"o 5&*(& "&e re%!on%e% are "o 4e !la(e ana%%*gn*ng (oe num4er% "o "&e

(la%%e% Q6C&ur(&*ll Bro5n1 -..81 !2@79:2 Mo%" o)"en"&e %#m4ol% are numeral%

4e(au%e "&e# (an 4e &anle ea%*l# 4# (om!u"er%2 T&ere are- "#!e% o) (o*ng "&a" are

(alle (o*ng )or (o*ng (lo%e?ene ,ue%"*on% an (o*ngo!en?ene ,ue%"*on%2

Coding Closed-%nded ,tems

A (lo%e ,ue%"*on *% one "&a" re,u*re% re%!onen"%

"o (&oo%e an an%5er "&a" *%

!re%en"e "o "&em *n "&e *n"er+*e52 T&e%e "#!e% o) *"em% aregenerall# ,u*"e %*m!le "o

(oe 5&en "&ere *% a %*ngle !o%%*4le an%5er "o a,ue%"*on%1 )or eam!le male or

)emale1 "&e re%ear(&er u%e% one +ar*a4le )or "&e,ue%"*on an %*m!l# a%%*gn% a

(&ara("er "o ea(& !o%%*4le re%!on%e1 )or eam!le 7 )emale1

-male2 T&e a!!ro!r*a"e

(oe num4er *% "&en re(ore *n "&e a"a )*le2

T&e (o*ng !ro(e%% )or (lo%e?ene *"em% 4e(ome%a 4*" more (om!le 5&en

re%!onen"% (an *n*(a"e more "&an one an%5er )or a g*+en,ue%"*on%2 In "&*% %*"ua"*on1

a %*m!le %olu"*on *% "o (rea"e +ar*a4le% "o re!re%en" all!o%%*4le an%5er% an "o *n*(a"e

)or ea(& 5&e"&er or no" "&e o!"*on 5a% %ele("e2 A (o*ng


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%(&eme *% "o re(or a P7Q *)

a re%!onen" %ele("e a re%!on%e an "o re(or a P.Q *) %&e* no" %ele(" "&a" re%!on%e2

6C&ur(&*ll Bro5n1 -..81 !2@79?@7/:


105/262

8/

Coding &pen-%nded ,tems

Co*ng o!en?ene re%!on%e *% "#!*(all# mu(&

more *))*(ul" "&an (o*ng

o!en?ene re%!on%e2 T&e )*r%" %"e! *n (o*ng o!en?ene,ue%"*on *% "o go "&roug&

ea(& ,ue%"*onna*re an &*g&l*g&" ea(& %e!ara"e re%!on%eg*+en 4# ea(& *n*+*ual2 T&e

ne" %"e! *n (o*ng *% %!e(*)#*ng "&e (a"egor*e% or (la%%e%*n"o 5&*(& "&e re%!on%e% are

"o 4e !la(e2 A)"er an a!!ro!r*a"e %e" o) (a"egor*e% *%*en"*)*e1 "&e a("ual (o*ng o)

re%!on%e *n"o "&e (a"egor*e% 4eg*n%2 6C&ur(&*ll Bro5n1-..81 !2 @7/?@-.:


106/262

@.

76+6 *repare the !esearch !eport

Re!or"*ng )*n*ng% !ro+*e% an o!!or"un*"# "o

make a %"rong *m!a(" on an

au*en(e2 T&e !re%en"a"*on %l*e% %"#le *% o)"en (&o%en

)or a re!or"% ra"&er "&an a

%e!ara"e narra"*+e re!or"2 T&ere)ore1 "&e !re%en"a"*on %"#lere!or"% mu%" (ommun*(a"e

"&e )*n*ng% (learl# an lea "o (on(lu%*on% anre(ommena"*on%2

A %"anar re!or" generall# (on"a*n% "&e)ollo5*ng elemen"% *n(lu*ng "*"le

!age1 "a4le o) (on"en"%1 %ummar#1 *n"rou("*on1 4o#1(on(lu%*on an re(ommena"*on

an a!!en*2 6C&ur(&*ll Bro5n1 -..81 !2@?:Re!or"*ng re,u*re% a 4alan(e o)

"e"1 "a4le%1 (&ar"%1 *agram% an gra!&*(% "o (ommun*(a"e"&e *))eren" a"a2 6Hague

an Morgan1 -..81 !27/8:


107/262

@7

763 Statement of !esearch Used

In orer "o a(&*e+e "&e re%ear(& o4e("*+e% o)

"&*% %"u#1 a (on(e!"ual

)rame5ork mu%" 4e e%*gne2 T&e (on(e!"ual)rame5ork *% (rea"e "o ga*n "&e

(on%umer !ro)*le an uner%"an*ng a4ou" (on%umera""*"ue1 general 4e&a+*or an

!ur(&a%e 4e&a+*or "o5ar% (ar4ona"e %o)" r*nk%2 T&*%re%ear(& %"u# u%e S$SS

!rogram "o anal#e an *n"er!re"e "&e a"a o) re%!onen"%2

Conceptual framework


108/262

@-

7636+ !esearch esign

In ga"&er*ng "&e !r*mar# a"a1 %ur+e# me"&o 5*ll 4e

u%e "o (olle(" e%(r*!"*+e

re%ear(& a"a2 T&e e%(r*!"*+e %"u# *% u%e "o ga*nuner%"an*ng o) (on%umer

4e&a+*or an a" "* "ue "o5ar% (a r4ona"e %o )"r*nk% 5*"& re%!e(" "o %u(&

(&ara("er*%"*(% a% age1 %e1 geogra!&*( lo(a"*on2

T&e !r*mar# a"a "&a" 5*ll 4e (olle("e )or "&*% re%ear(&

%"u# 5*ll 4e !re%en"e *n

"&e (on(e!"ual )rame5ork *n(lue% emogra!&*((&ara("er*%"*(1 a""*"ue "o5ar

(ar4ona"e %o)" r*nk%1 general 4e&a+*or an !eo!le

*n"en"*on% rela"e "o !ur(&a%*ng

4e&a+*or2

76363 esign Sample

The target populationo) "&*% re%ear(& %"u# *%men an 5omen 5&o r*nk

(ar4ona"e %o)" r*nk% an are 4u#*ng *" a" ?Ele+en2T&e!o!ula"*on )*gure% 5ere )rom

"&e o4%er+a"*on *n "&ree lo(a"*on% 5&ere "&e )*el %*m!le5*ll 4e (onu("e2

T&ere 5ere - o4%er+a"*on ,ue%"*on% u%e "o o4"a*n

"&e "arge" !o!ula"*on% o)


109/262

"&*% %"u#2

7; Ha+e #ou e+er runk (ar4ona"e %o)" r*nk%

I) #e%1 a%k -n

,ue%"*on2

-; Ha+e #ou e+er 4oug&" *" )rom ?Ele+en

I) #e%1 (oun" a% !o!ula"*on

T&e re%ul"% an o4%er+a"*on e"a*l% &a+e 4een e%(r*4e a%*n "a4le


110/262

n

=

-9=


111/262

@8

T&u%1 "&e %am!le %*e )or "&*% %"u# &a% 4een (al(ula"ea((or*ng "o !ro(eurea%

Follo5%;

n

a!!ro*ma"e


112/262

an%5er*ng "&e ma*n o4e("*+e% o) "&e %"u#2


113/262

@@

*retest and Test reliability

A !*lo" re%ear(& *n%"rumen" 5a% (onu("e 5*"&

"en !eo!le% "o (&e(k "&e

(lar*"# o) ea(& ,ue%"*on 4e"5een 772.. am "o - !2m2 a"e%on A!r*l -../2A" )*r%"1 *"

"ook a4ou" 7. m*nu"e% *n a+erage )or ea(& re%!onen" "o(om!le"e "&e ,ue%"*onna*re

an %ome o) re%!onen"% 5ere no" 5*ll*ng "o (om!le"e"&e ,ue%"*onna*re %*n(e "&e#

)oun "&a" "&ere 5ere "oo man# ,ue%"*on%2 >a"er1 are%ear(&er &a% "o *m!ro+e "&e

,ue%"*onna*re ,ue%"*on% more (on(*%e an al%o au%"% "&e,ue%"*onna*re )orma" "o 4e

more

a""ra("*+e2 A)"er *m!ro+emen"1 "&e -n

!*lo" "e%" *% &ol

aga*n one a# la"er 5*"&

"en re%!onen"% 2T&e re%ul"% !re%en"% "&a" all o) "&emuner%"oo all *"em% an )*n *"

ea%# "o (om!le"e2

T&e re%ul" o) Cron4an(&% +al**"#*n%"rumen" 4# Cron4ra(& )or


114/262

.2/*ker" %(ale u%e )or a""*"ue mea%uremen" *n

5&*(& "&e *n*+*ual are

a%ke "o *n*(a"e "&e*r egree o) agreemen" 5*"& ea(&o) (ar4ona"e %o)" r*nk%

(&ara("er*%"*(%2 T&e )*+e?!o*n" >*ker" %(ale *% a%)ollo5%2

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Ta4le 82< !re%en"% "&e re%ul"% o) "&e %ur+e#4# gener an lo(a"*on2Muang"&ong

T&anee %am!l*ng grou! an C&a(&oeng%ao%am!l*ng &a+e a %l*g&" male maor*"#

6@= an @= re%!e("*+el#2: 5&*le S*am $aragon %am!l*nggrou! &a% a %l*g&" )emale

maor*"# 6@-=:2

Ta4le 828 Num4er an

$er(en"age o)

re%!onen"% 4# Age

Age

7@?-. #ear%

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129/262

Ta4le 828 !re%en"% "&e re%ul"% o) "&e %ur+e# 4# "&e age o) "&ere%!onen"%2 T&ere are @

age grou!%1 7@?-.1 -7?-@1 -?


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Ta4le 82 Car4ona"e %o)" r*nk 4ran% e+er runk 4# >o(a"*on

Ta4le 82 !re%en"% "&e re%ul"% o) "&e %ur+e# *n "erm% o) 4ran% o) %o)" r*nk% 4#

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172/262

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207/262

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