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Publication
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| Research Title |
CONSUMER BEHAVIOR AND ATTITUDE TOWARDS BEER CONSUMING FACTORS
OF THE CONSUMERS IN THE AREA OF KHON KAEN MUNICIPALITY |
| Date of Distribution |
19 September 2015 |
| Conference |
| Title of the Conference |
The National and International Conference on Business Management and Innovation 2015 |
| Organiser |
Graduate Study in Management (MBA) Khon Kaen University |
| Conference Place |
Sunthorn-Araya Arunanonchai Building, 123 Mitraphap Road, Tumbol Nai Muang, Amphur Muang, Khon Kaen 40002 |
| Province/State |
Khon Kaen |
| Conference Date |
19 September 2015 |
| To |
20 September 2015 |
| Proceeding Paper |
| Volume |
2 |
| Issue |
2 |
| Page |
435-442 |
| Editors/edition/publisher |
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| Abstract |
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. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Abstract |
| Type of Presentation |
Poster |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
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