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ชื่อบทความที่เผยแพร่ CONSUMER BEHAVIOR AND ATTITUDE TOWARDS BEER CONSUMING FACTORS OF THE CONSUMERS IN THE AREA OF KHON KAEN MUNICIPALITY 
วัน/เดือน/ปี ที่เผยแพร่ 19 กันยายน 2558 
การประชุม
     ชื่อการประชุม The National and International Conference on Business Management and Innovation 2015 
     หน่วยงาน/องค์กรที่จัดประชุม Graduate Study in Management (MBA) Khon Kaen University 
     สถานที่จัดประชุม Sunthorn-Araya Arunanonchai Building, 123 Mitraphap Road, Tumbol Nai Muang, Amphur Muang, Khon Kaen 40002 
     จังหวัด/รัฐ Khon Kaen 
     ช่วงวันที่จัดประชุม 19 กันยายน 2558 
     ถึง 20 กันยายน 2558 
Proceeding Paper
     Volume (ปีที่)
     Issue (เล่มที่)
     หน้าที่พิมพ์ 435-442 
     Editors/edition/publisher  
     บทคัดย่อ The objective of this study was to analyze the behaviors and opinions of consumers in the Khon Kaen municipality regarding their beer consumption. From survey research to documentary study and analysis, the demographic details (sex, age, educational level, occupation, and monthly income) of the 400 people who made up the sample group of this study were found to be as follows. It was found that the majority of the sample were males (67.00%, 268 individuals); females made up 33.00% of the sample (132 individuals). In the sample, 134 individuals were in the age range of 20 to 25 (33.50%). There were 223 individuals (55.75%) with an undergraduate degree, 129 individuals who worked as company employees or in department stores (32.25%), and 189 individuals (47.25%) with a monthly income from 15,000 baht to no more than 20,000 baht. It was found that in regards to who had the most infl uence on the decision to purchase beer, for the majority (229 individuals, or 57.25%), it was the individual him/ herself. Trait-factors and satisfaction in choosing to drinking the “Leo” beer brand affected 175 individuals (43.75%). The fl avor of the beer was also a reason to choose to drink beer for 311 individuals (77.75%). In regards to the amount of beer consumed per time, it was found that the majority (219 individuals, or 54.75%) would drink between two to four bottles, while 293 individuals (73.25%) would drink beer with co-workers. The rationale for being able to drink more beer than usual was the atmosphere, the location, and music for 232 individuals (58.00%). Having meals outside the house and drinking beer, with one to three other people, affected 186 individuals, or 46.50% of the sample. When drinking beer at a restaurant, the taste of the beer would be considered along with drinking it. Places where beer is enjoyed were restaurants or other entertainment venues (for 170 individuals, or 42.50%). A factor that promoted beer consumption was the fl avor of the beer (152 individuals, 38.00%). For opinions as to what factors affect the decision to consume beer, in terms of the product, the sample agreed it was a factor, with an average agreement level of 4.34 (SD = 0.00). In terms of price, appropriateness and value for money of the beer received an agreement level of a mean of 4.00 (SD = 0.84). The sample also agreed that another factor that had an infl uence was convenient sale locations; this had an agreement level of 4.01 (SD = 0.67). The sample also agreed that market promotion, or service at stores selling the products, had an infl uence, with an agreement level of (S.D. = 0.90). The consumers’ opinions on consuming beer did not differ. 
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