cometadata/datacite-titles-descriptions-related-identifiers huggingface dataset:
DOI: 10.14457/tu.the.2018.370
title: Consumer Preferences on Nanotechnology and its implication of Thailand's folk textile industry

description: As of today, one of the recent technologies that have been under the limelight for business opportunities in nanotechnology. Since introduced, it has been used in various industries not only to manufacture new products but also to further the innovative quality of existing goods. By improving local products, it also benefits in sustaining the local wisdom. The Royal Thai Government recognizes the said benefits, particularly for sustaining the local wisdom of the Northern folk textile industry, and thus has opened the country's first nanotechnology textiles coating center located in the Northern province of Thailand. Various studies have also been focusing on the use of nanotechnology in boosting the desired quality of the folk textiles. Nevertheless, the use of textile for clothing does not widespread. As there are still much rooms for improvement as to why the folk textile with nanotechnology remains somewhat unpopular, this study then has been conducted to offer the answers and solution. Therefore, this study is a contemporary topic in applied marketing which mainly focusing on technology. This study has the objective in analyzing the application of nanotechnology in Thai’s folk textile, analyzing consumer who purchases folk textile by demographic and lifestyles, identifying the consumer perception towards selling location channels, identifying the key attributes that consumer opinions of Thai’s folk textile which the use of nanotechnology should be offered. This research utilized both exploratory and descriptive methods with qualitative and quantitative data collection. Qualitative research included in-depth interviews, while quantitative research was used to collect data from 150 respondents. The quantitative research was comprised of both online and offline surveys distributed throughout Bangkok and upcountry metropolitan cities. Target respondents were Thai consumer who purchases or intend to purchase Thai's folk textile. Results were based on data collection from secondary research, in-depth interviews, and the questionnaire survey. SPSS (Statistical Package for the Social Sciences) was used to analyze and summarize the data which was reported as tables, graphs, and a descriptive essay. All findings will be the benefit for understanding consumers and further developing marketing strategies to match their preferences, and thus promoting the folk textile industry. Ultimately, preserving the local wisdom while boosting business opportunities for the next generation to come for sustainable lives under the changing world of technologies.
DOI: 10.14457/tu.the.2018.371
title: A study of the consumption of brown rice in Thailand

description: Rice has gained wide popularity around the globe. In particular, Thailand is known as the “Rice Bowl of Asia”. Since the trend towards healthy lifestyles and healthy food keeps increasing each year, Thai people, especially millennials, are more health conscious and attempt to seek healthy alternatives that help them to stay vigorous and fit. Although brown rice is rich in various nutrients and has many health benefits for consumers, Thais still prefer consuming white rice in their daily meals. The findings of this study will allow readers, especially those currently working in the rice industry, to more deeply comprehend the consumption of brown rice among Thai people.The main research objectives of this study were to identify the characteristics of target customers, to assess awareness in terms of brown rice, to determine both the satisfaction and dissatisfaction of consumers regarding brown rice, to understand the impact of brown rice on purchasing decisions, and to examine the triggers that influence Thai consumers to switch from consuming white rice to brown rice.In order to accomplish this research, both exploratory and descriptive research methodologies were carried out. The exploratory research consisted of secondary data and in-depth interviews in order to gain and understand general information about the current situation and rice market. In-depth interviews were conducted face-to-face with five participants. The findings from the in-depth interviews helped to gain better understanding of consumers’ perceptions, attitudes and decision-making processes in terms of consuming brown rice. For the descriptive approach, 150 respondents completed questionnaires through online channel targeting Thai residents aged between 20-50 years old. Respondents were both consumers and non-consumers of brown rice. Completed questionnaires were analysed via Statistical Package for the Social Sciences (SPSS) with frequencies, factor analysis and analysis of variances (ANOVA). In the key findings, Thai brown rice consumers can be divided into three segments comprising low, medium and high health conscious consumers. However, the most potential target segments are medium and high health-conscious consumers because these two segments tend to consume brown rice more frequently if they have a positive attitude about brown rice. A positive attitude can be created from educating and gaining positive awareness and knowledge of brown rice’s benefits, which can be the main trigger to make Thai consumers switch from consuming white rice to brown rice.
DOI: 10.14457/tu.the.2018.372
title: Understanding of consumer behavior towards purchasing and using wearable activity tracking devices over time

description: The research is carried out using secondary data and conducting in-depth interviews. The sampling selection uses non-probability sampling comprising of convenience sampling and snowball sampling with twenty respondents which based on wearable user living in Bangkok, Thailand who has at least one activity tracker and using at least six months. The research results could cluster the wearable users into 3 groups; A, B and C and showed that the activity tracking device cannot be used alone as a motivator, it works only for a certain group of people. The factors that cause a change in consumer behavior are the emotional factors; such as, mindset, goal setting and moment of achievement, and social effect, and the functional factor which is the connection between activity tracker and lifestyle.As a recommendation, the respondents in Group A and Group B should be targeted and prioritized respectively as the potential consumers because people in Group A use activity tracker more frequent overtime to have better physical performance level while Group B frequency of use tracker has gone up at first because they are excited of new item and going down overtime until meeting a certain point and would wearing consistently as they were used to the device. However, the marketing communications and strategy should apply differently to these 2 groups as they have different purpose of using an activity tracker.
DOI: 10.14457/tu.the.2018.374
title: Thai consumers' attitudes and purchase decisions toward stem cell banking services derived from postnatal organs

description: Mesenchymal stem cell (MSC) therapy has recently gained importance in regenerative medicine to treat blood diseases and degenerative disorders. Stem cell banking services provide collection and storage of stem cells derived from various sources. In Thailand, the stem cell banking service market is growing with five players now operational for more than 10 years. No data are available on stem cell banking services derived from postnatal organs for Thai consumers and this study attempted to fill the knowledge gap. This research is a contemporary topic in applied marketing related to the subject area of health issues. It aims to determine Thai consumers’ attitudes following the Theory of Reasoned Action, and identify purchasing factors and profiles of consumers who purchased stem cell banking services derived from postnatal organs. Both qualitative and quantitative research were conducted. Exploratory research comprised secondary research and nine in-depth interviews, while descriptive research consisted of questionnaires administered to 100 respondents using a non-probability sampling method. Target respondents were Thai pregnant women or new mothers (6 months after giving birth), aged between 20 and 45 who received antenatal care at hospitals in the Bangkok area and had prior knowledge concerning stem cells. Data from the survey were analyzed using the Statistical Package for the Social Sciences (SPSS) program.Respondents had positive attitudes toward stem cell banking services derived from postnatal organs. Purchase behavior was best predicted by referent persons; sibling(s). Users gave the highest positive attitudes score to AB5: MSCs can treat my children’s diseases, and were most influenced by husbands. The top three purchasing factors of users were 1) The storage period of MSCs for life, 2) The company’s operational period of more than 10 years, and 3) The company’s stem cell banking services received global lab accreditation. Profiles of respondents were identified by demographics and health problems.Findings showed that users are willing to pay for this service if the stem cell banks are credible, if the quality of the service is high, and if the stem cell banking staff is professional. Therefore, promotions aimed at pregnant women and their husbands regarding these attributes will help to acquire customers with similar profiles. Moreover, to acquire customers from non-users who are price-sensitive, stem cell banking companies should promote HSC or MSC packages with prices lower than 100,000 Baht and promote these packages via obstetrician channels to influence this group.
DOI: 10.5286/isis.e.rb1920280
title: Bacterial lipoteichoic-acid (LTA) micelles: From molecular self-assembly to mediating septic shocks

description: Whilst the biological effect of lipoteichoic-acid (LTA) contributing to bacterial infections is widely reported in microbiological and immunological studies, very little is understood on a physicochemical level; for instance, the amphiphilic nature of LTA would drive its self-assembly into different aggregates such as micelles and liposomes, which would be directly relevant to how it mediates interactions with biological surfaces, biofilm formation, and consequent septic shocks. We propose a first SANS study of the self-assembled structure (size, shape, and aggregation number) of LTA micelles (with a reported critical micelle concentration ~ 2-5 µg ml-1) extracted from Bacillus Subtilis at different concentrations (2-1000 µg ml-1) and temperatures (25-45 oC), as well as different ionic strengths using mono-/di-/tri-valent cations.
DOI: 10.5286/isis.e.rb1920280-1
title: Bacterial lipoteichoic-acid (LTA) micelles: From molecular self-assembly to mediating septic shocks

description: Whilst the biological effect of lipoteichoic-acid (LTA) contributing to bacterial infections is widely reported in microbiological and immunological studies, very little is understood on a physicochemical level; for instance, the amphiphilic nature of LTA would drive its self-assembly into different aggregates such as micelles and liposomes, which would be directly relevant to how it mediates interactions with biological surfaces, biofilm formation, and consequent septic shocks. We propose a first SANS study of the self-assembled structure (size, shape, and aggregation number) of LTA micelles (with a reported critical micelle concentration ~ 2-5 µg ml-1) extracted from Bacillus Subtilis at different concentrations (2-1000 µg ml-1) and temperatures (25-45 oC), as well as different ionic strengths using mono-/di-/tri-valent cations.
DOI: 10.7910/dvn/spoksm/7tkbk0
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DOI: 10.7910/dvn/spoksm/avc3d1
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DOI: 10.7910/dvn/spoksm/ffga9m
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DOI: 10.7910/dvn/spoksm/kpmlsx
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DOI: 10.7910/dvn/spoksm/oxe2xm
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DOI: 10.7910/dvn/spoksm/psn8ex
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DOI: 10.7910/dvn/spoksm/xutrfr
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DOI: 10.14457/tu.the.2018.375
title: Impact of the ECO Sticker on car purchasing decisions of Bangkok Metropolitan consumers

description: The increase in the automobile production had set the concern to the Thai government to developed policies on fuel economy. Since January 1st, 2016 Thailand has enforced a new excise tax rate for the automobile which changes the method to calculate the excise tax rate from base on engine capacity to base on the carbon dioxide (CO2) emit volume in order to reduce the pollution and also encourage manufacturers and consumers to produce and purchase more efficient vehicles. This CO2 ratings that use for calculating tax rate will be displayed in “ECO Sticker” which is an A4 paper that indicates fuel economy and CO2 rating. Started from October 1st, 2015, the Thai government requires all manufacturers and importers to affix an ECO Sticker on the windshield of all new vehicles for consumers to see and remove it after purchase. This ECO Sticker displays tax rate, and also let the consumer compares vehicle’s fuel economy, carbon dioxide (CO2) ratings, emission standard, safety standard and other information related to vehicle among the vehicles before buying them.The objectives of this research are to evaluate the awareness, understanding, attitudes, and usage of car consumers toward the ECO Sticker and to identify the effect of information on the ECO Sticker to the purchasing decision of car consumers. The target respondents are consumers who live in Bangkok metropolitan area and have purchased the car at least once between January 2016 to now or have plan to purchase within 2019. By using in-depth interviews and questionnaires. The data were analyzed using the Statistical Package for the Social Sciences (SPSS) and other appropriate statistical analysis.As a result, awareness of ECO Sticker is very low although it is attached to every new car. “Emission standard” and “safety standard” were the least understandable information on the stickers. Car consumers do not consider the stickers informative when making a car purchase. “Fuel consumption” and “safety standard” are the most useful information as it was standardized and impactful. As the respondents were informed about the stickers, they expressed that they would likely to take the stickers into consideration when making a car purchase.
DOI: 10.14457/tu.the.2018.376
title: The effect of social enterprise’s consumer emotional connection on consumer behavior

description: The concept of social enterprise has gradually become more important every year due to the uprising for global sustainability. Social enterprise is a business that aims for acheiving dual-mission consisting of financial mission and societal mission. Each social enterprise focuses on different societal mission to create different social impacts. There are many kinds of world problems that social enterprises are working on such as environmental issue, poverty, lack of education, food and water security, etc. However, there are a lot of challenges for social enterprises to compete in commercial world as well as accomplish all of the goals they aim for. One of the difficulties that social enterprises have been facing is the maketing challenge. In order to achieve the financial goal, social enterprises need to differentiate themselves from traditional commercial enterprise by producing good quality products along with developing strong branding and communication strategies by leveraging their uniqueness of being a good business for society.As we know that in buying decision process, consumers do not only evaluate product by its function but emotion also involved. To create emotional connection with consumers is an important concept to build a strong brand. Accordingly, the objective of this research is to help social enterprises improve their branding and communication strategies by studying the relationship of social enterprise’s consumer emotional connection and their behaviors. This research used both qualitative and quantitative methods. The exploratory research gathered information by doing in-depth interview and secondary research. The descriptive research were conducted through online questionanaire. Due to time constraints, the participants were selected using non-probability convenience sampling through personal connection. The in-depth interviews were conducted with 15 interviewees who were current consumers of Doi Tung, Doi Kham, Lemon farm and TOMS and potential consumers of social enterprises. The sample size of survey was 225 respondents who were current consumers and potential consumers of social enterprise. For the quantitative data, Statistical Package for Social Sciences (SPSS) was used to analyze the data in form of frequency, correlation analysis, mean, and regression analysis. Key findings from this research emphasize the important of consumer insight which is the critical factor for developing an effective maketing strategy. This study can be used to help social enterprise understand the reason for making the consumer connected with the brand. Moreover, this research truly intended to bring attention from marketers and public to be more aware of social enterprises.
DOI: 10.14457/tu.the.2018.377
title: The study of consumers’ perception and purchasing decision toward non-dairy milk products in Thailand

description: This project is a contemporary topic in applied marketing that focused on an important health issue of Thailand. Drinking milk is widely popular in the Thai market due to its nutrients that are essential for human health while the popularity of non-dairy milk is increasing due to some groups of consumers, who believe that consuming dairy milk may cause negative health effects. There were three research objectives for this study which were (1) to identify consumers’ perception toward non-dairy milk products, (2) to determine the factors that affect the purchasing decision for non-dairy milk products, and (3) to identify the triggers to change from being a non-consumer to a regular consumer.The popularity of non-dairy milk is rising due to some groups of consumers, who believe that consuming dairy milk may cause negative health effects. In addition, the trend of consuming a healthy diet has recently come in vogue, which has resulted in consumers eating hygienic food; moreover, plant-based nutrition is one of the popular choices in consumers’ minds. While the non-dairy milk market has been dominated by soy milk, other plant-based milk products that have entered the Thai market are still in the early stage and show huge opportunities to expand in this market. The research findings showed heavy users believed that taste and health benefits had more important attributes than the light users thought. In contrast, the light users believed that the social trend was a more important attribute than the heavy users when making a purchase. A regular customer believed the most in product nutrients including unsweetened, low calories, high protein and low fat. Furthermore, the marketing mix of the products was given less priority when purchasing non-dairy milk. For non-consumers, the result showed that the most effective purchase trigger was in the product novelty; such as, a creative menu followed by product taste, benefits, and product value in terms of the marketing mix.This study would help managers to understand consumers’ perception of the purchasing factors and purchasing triggers that could truly respond to the needs of Thai consumers and could lead to an increase in the purchases of non-dairy milk products. In order to increase the number of regular users, marketers should have effective communication on product nutrients at the sales point and on social media. In addition, the company should launch new products that are convenient and suitable for a snack during the day, especially new plant-based or value added products that could be priced more than basic soy milk. To transform non-users to become users, marketers should innovate tasty creative menus for a free tasting marketing activity, conduct interesting advertisements making consumers perceive the great health benefits, as well as initiate promotions to gain an increase in the customer trial. In conclusion, the company should conduct promotions to increase the customer trial rate.
DOI: 10.14457/tu.the.2018.378
title: A study of attitudes and perception of homeowners in Thailand toward the use of sustainable paints

description: Thailand is one of the most dynamic paint markets in Southeast Asia, which has experienced a continuous steady growth as a result of the development of urbanization, and demand for new housing and repainting (Singh, 2018). Moreover, the trend for green housing in accordance with international practices has driven Thailand’s housing and construction markets to have greener standards. As such, all large paint companies in the country have responded to this change and produced a variety of sustainable paints that deliver excellent quality while minimizing the environmental impact for safe use by consumers. As a consequence, it is interesting to understand the perception of consumers toward the use of sustainable paint behind these changing trends. The objectives of this research were to understand consumers’ perception, consumers’ level of knowledge, purchasing criteria, desired price range, effective channels to purchase, and profiles of potential customers of sustainable paint.This study used both exploratory and descriptive research to gain detailed information of the industry and insights from consumers. The exploratory research included secondary research and in-depth interviews. The descriptive research used questionnaires to gather data. The qualitative data were analyzed by organizing the data, looking for connections, differences, and relationships between the groups in order to interpret the findings. The target respondents for this study were homeowners in Thailand who had experience in purchasing paints for their home or homeowners in Thailand who planned to purchase paint within one year.The results showed that respondents had low awareness, and their knowledge level was at a medium to low level. They only perceived that sustainable paints were odorless and helped improve indoor air quality. The purchasing criteria that the respondents searched for when considering buying paint for their house were durability, esthetics, and safe to use. Normally, most respondents purchased paint from modern trade and traditional trade retail stores, and knew about sustainable paint from television and by shopping in the stores. Their intention to buy was increased from their positive perception about the health-related value, as a necessary thing, and it had been approved by a third party. The study recommends that marketers in the paint industry focus on the “Green and Independent” segment, as they are the group of customers that expressed the highest intention to purchase sustainable paint.