cometadata/datacite-titles-descriptions-related-identifiers huggingface dataset:
DOI: 10.14457/tu.the.2019.439
title: Influence of micro influencers and beauty influencers on cosmetics purchases among female customers in Bangkok

description: The main purpose of this study is to identify customers attitudes and intentions for purchasing cosmetics in Thailand, through the impact of Micro Influencers, who have a follower-based audience at a lower range of 2,000 followers up to 50,000 followers, as well as Beauty Influencers, generally referred to as a Beauty Blogger/YouTuber, who have more than 50,000 followers on the online application platform. In sequence to accomplish this research, an Exploratory Research and Descriptive Research methods were directed to obtain market and customer behavior. Within the Exploratory Research, the secondary data collection was supported by a combination of extensive literature review comprised of credible and reliable sources, such as articles, news reports, and studies. Primary data collection through an in-depth interview with five participants was also chosen for this study. The time duration of an interview was approximately 20 minutes. For the Descriptive Research, a non-probability sampling technique was used, using the Google Survey as a tool via messaging platform. The participants were women, aged 20-35 years old, who all live in the Bangkok metropolitan area at the time of participating the questionnaire. A quantitative questionnaire was distributed online targeting a sampling frame of 100 participants. All questionnaire had already been collected 50 respondents in each group which were Micro Influencer and Beauty Influencer. The data were analysed by using Statistical Package for the Social Sciences (SPSS).The results of the research shown that Thai female, who age between 20-35 years, live in Bangkok and metropolitan area prefer to make purchase based on Beauty Influencer recommendations which were product reviews for cosmetic brand/products knowledges presented on Youtube. The influencers would be Trustworthy Credible and Expert.As a result, the research can be useful for marketers, cosmetics brand manager and digital planner to better understand insight and female customers’ opinion and attitude toward Beauty Influencer and Micro Influencer and design the online strategies to entice more target customer.
DOI: 10.14457/tu.the.2019.440
title: Factors that influence ordering online and collecting offline for fashion products

description: Clothing category is key driver of E-commerce growth in Thailand (Thansettakij, 2019). The result shows that most of consumer in Thailand buy fashion products online and receive product at home or an office. However, there are a new way of online shopping that is Click-and-Collect service. This new solution is popular in Europe, Australia, and U.S.A (Mortimer & Grimmer, 2017). It is interesting to find out key factors that impact to Thai fashion shoppers using Click-and-Collect. Objectives of this research are to understand fashion shopper profile, to determine fashion shopper’s buying behavior, and key attributes for ordering fashion products through the online and collecting fashion products at a physical store. This study used both exploratory and descriptive research to gain an overview of the industry and insights from fashion online shoppers. Exploratory research included secondary research and focus group. Descriptive research used online questionnaires to gather data.Results showed four key factors that influence ordering online and collecting offline for fashion products. Respondents concern about Online Experience, In-store Experience, Pick-up Duration, and No Additional Fee as the key attributes before buying fashion products via Click-and-Collect service. Moreover, respondents were categorized into three segments that are In-Store Experience Seekers, Convenience Seekers, and Online Experience Seekers. Even if respondents can be separated into three clusters, there are indifferent buying behavior and key factors that influence three clusters buy fashion products online via Click-and-Collect. Therefore, fashion brands are able to apply same marketing strategies to all three segments.
DOI: 10.14457/tu.the.2019.441
title: Factors influencing generation Y and generation Z in Thailand to participate in the vegetarian festival

description: The Vegetarian Festival, also known as the Nine Emperor Gods Festival, is a 9-days celebration during the month of September-October of the Chinese calendar. During the 9-days, participants have to follow a vegan diet by omitting meat, animal products (milk, eggs, and fish sauce), and five vegetables with strong odor (garlic, onion, Chinese onion, chive, and tobacco). The festival is based in Thailand and has attracted large number of both tourists and local visitors from different part of the country. The number of participants joining the Vegetarian Festival in Thailand has shown an increase by 9.6%; from 57.1% in 2018 to 66.7% in 2019. This indicate that people are becoming more interested in the festival. Consequently, a market value of 4,650 million baht which contributes to a 2.4% year-on-year growth of the Thai market.This study aims to identify the attitudes, behavior, and satisfaction of Generation Y and Generation Z towards Vegetarian Festival 2019, as well as the correlations between important factors influencing participants to participate in the festival again next year. There were different stages used in this research which fall under the exploratory research and descriptive research.This study uses both exploratory research and descriptive research. Secondary research was gathered from the credible sources online. For primary research, the study uses in-depth interviews and questionnaires. For in-depth interviews, there were a total of 8 interviewees whereby questions were asked in order to deepen the understanding on participants’ meal preferences, factors, as well as their purchasing behavior and thought regarding vegan meals and the overall festival. After collecting the necessary information, questionnaires were developed and distribute to a total of 200 respondents. The results showed that there is a positive correlation on satisfaction rate towards each factor from Vegetarian Festival 2019 and possibility in participating in Vegetarian Festival 2020. In other words, participants who have high satisfaction on how they feel after the festival, meal choice, or pricing factors are more likely to participate in the vegetarian festival again next year, and vice versa. The overall research took approximately five months to complete. The in-depth interview was done in November-December 2019, the questionnaire was distributed in February 2020, data analysis process was conducted during February-March 2020, and the file of this completed report was submitted in May 2019, accordingly.
DOI: 10.14457/tu.the.2019.445
title: A study of factor affecting consumer decision making in planning a trip to travel abroad for Thai travelers

description: In the days when people were traveling abroad, many people seek famous places from all over the world and hope to have the opportunity to travel there once in their lives. In an age where travel expenses are easily accessible Communications include convenient connection technology in almost every corner of the world. Making it easier for people to travel to other countries Including the trend of sharing experiences in social media that is widely spread, thus increasing the demand in the tourism market more than doubled.This report is a study of the tourist planning behavior of Thai tourists planning to travel abroad. Which study the factors that influence the selection of tourist attractions, including the customer behavior toward decision making of planning and selecting the trip. And also study the technology usage and attitude toward using technology for planning and during traveling. This help marketers, people who involve in the industry or even people who interest in the travel topic to know and understand their customers more from insights and also helps companies to develop an efficient marketing strategy.For the research which is the part of the study has been conducting with both exploratory and descriptive design - Secondary data research as reference for the questionnaire design and 4 In-Depth-Interviews. The descriptive design has been conducted by distributing 200 questionnaires via online surveys. The result from this data help us understand the customer journey and factors that contribute towards Thais Traveler behavior. Sampling selection is convenience sampling from the researcher’s contacts and extended social circle.
DOI: 10.14457/tu.the.2019.446
title: An examination of the factors influencing Thai millenials to adopt non-bank e-wallet

description: Not just in developed countries but also in an emerging economies country like Thailand that new technology enters in many industries and plays an important role in any business. This especially includes the financial industry that creates digital payment, an emerging from online banking develops to mobile banking and nowadays e-wallet. Around 56% or 31 million of Thai populations have access to mobile banking which attracts business firms without a financial background to invest in e-wallet. The purpose for this study is to help retail banks understand how non-bank e-wallet attract their users in order to improve mobile banking features and benefits that could bring their customers back as well as recruit new customers. This is because payment systems technology is now available to non-banking institutions as well as traditional banks.The objectives of this study were to identify factors that drive customers to download e-wallet; to determine the e-wallet attributes and benefits that influence users to spend through e-wallet; and to ascertain the characteristic and segment of existing users.The research used exploratory research method and secondary data method to gain overview of digital payment and in-depth interview to understand insight from non-bank e-wallet users. After finishing the exploratory research stage, descriptive research was used to quantify the findings. The results indicate users download non-bank e-wallet because of cash back promotion, perceived usefulness, and cashless and cardless character. Therefore, retail banks should communicate these three benefits that mobile banking can achieve too.
DOI: 10.14457/tu.the.2019.449
title: Factors that influence Bangkok millennials to join running events

description: This independent study focuses on the health area of marketing knowledge as a contemporary topic in applied marketing. As the health trend has been expanding in Thailand for many years, a large number of people are more interested in exercise, particularly the group of millennials. Consequently, numerous running events have occurred over the past few years and there are many runners participating. This study focuses on understanding why millennials living in Bangkok attend running events and what factors influence them to join.The research was conducted by using qualitative and quantitative methods to explore primary data from millennial runners. In-depth interviews and a questionnaire were used as instruments for data collection. The results showed that the millennials were concerned not only their physical but also their mental health. Apart from getting a healthy body, joining a running race could encourage them to feel positive about themselves and develop their minds to be happier and stronger. Joining running events also brought them to experience new running locations that they could not run in daily life. Moreover, the intention to join running events in Bangkok and provincial regions was influenced by the two same factors which were fun sport-tourism and body maintenance, and mental improvement.Based on the interests of the millennial runners, a running event should provide them with a good feeling and new experiences. The long distance runners were more influenced by many motives and tend to participate in the running event organized in provincial regions more than the short distance runners. The communication strategy should focus on the key message of improvement with good feeling and influencer marketing strategy should be implemented to create word of mouth among the long distance runners.
DOI: 10.14457/tu.the.2019.450
title: How health benefits written on sauce labels affect and impact the behaviors of consumers living in Bangkok

description: As Thailand is facing a decline in birth rate and an aging population, people have to look after themselves. Eating is the most important and tangible way to stay healthy. Sauces are used in every Thai dish and people do not know what lies inside those delicious sauces that they consume. Reading labels is the main source of information for consumers. Brands and marketing managers can use this limited real estate to convey information to them. This research will focus on the health aspect of a contemporary topic in applied marketing where the goal is to understand how the health benefits written on the sauce labels affect the purchasing decision of the consumers. To understand their decision process and their awareness, preference, perception towards health benefits on the label and their comprehension of health benefits on the label.This research will employ both exploratory and descriptive research design. Exploratory research has been represented by a 6 respondent in-depth interview and descriptive research has been represented by a questionnaire with 194 responses. The data collected from the questionnaire have been analysed through the use of Statistical Package for the Social Sciences (SPSS).The results show that the respondents can be divided into 4 groups: Cooks and Non-Cooks, Health Concerned and Health Unconcerned, Benefits Seekers and Non-Seekers, and Label Readers and Non-Readers. All of the groups have different behaviors and attitudes but the most important decision criteria factor for all of the groups is Taste.Recommendations from this research will be focused especially on labelling which are targeted towards brands and marketing managers.
DOI: 10.14457/tu.the.2019.451
title: Understanding the barriers that discourage consumers from purchasing organic vegetables

description: Hazardous residues from herbicides, insecticides, and other chemicals in vegetables become a serious issue in these recent years since the issue is directly related to human’s life. As a result, organic vegetables have become more popular in Thailand’s market since it can solve the problem of chemical residues in vegetables. Nonetheless, there are some barriers that discourage people to purchase organic vegetables.A study to understand the barriers discouraging consumers from buying organic vegetables study is under the theme of societal issues and opportunities. This study will identify the factors that influence the decision-making process of the consumers in buying non-organic vegetables, the perception towards organic and non-organic vegetables, and barriers toward purchasing organic vegetables. The entrepreneurs can understand the barrier factors and be able to apply the findings for creating further marketing promotion and converting the non-organic vegetable shoppers into the organic vegetable shoppers.The research was conducted by using two research designs which are exploratory research and descriptive research by non-probability sampling. The exploratory design contained secondary data, observation, and 8 in-depth interviews in which the interviewees must be inorganic vegetables shopper. These methods helped to identify customers’ attitudes, behaviors, and barrier factors towards organic vegetables. The descriptive design was conducted by distributing 200 questionnaires from online survey. For data analysis, the researcher used Statistical Package Software for Social Science (SPSS). The statistical analysis used in this research include frequencies, independent t-test, one-way ANOVA, binary logistic regression, etc.The results showed the major barriers for purchasing organic vegetables are expensive price, unable to purchase in nearby shops, lack of product variety, and low understanding of difference between organic and inorganic vegetables. There are some influential factors that can stimulate organic vegetables purchase. Currently, consumers are asking for more product variety, high quality products and confidence in product that it does not contain chemical residues. These factors could benefit to consumers in terms of their money is worth spending for organic vegetables. Also, entrepreneurs could adapt these influential factors and studied the barriers for better managerial implementation.
DOI: 10.14457/tu.the.2019.452
title: Key factors of the acceptance of Thai consumers for plant-based meat substitutes in Bangkok and metropolitan

description: Protein is a major macronutrient that humans cannot self-produce. Thai people consumed 30.4 kilograms of meat per capita in 2019, with a projected CAGR of 3%. To produce meat in the industry of animal agriculture, the cost of water, land, and energy consumption far surpasses the food value. Health concerns and ecoconsciousness have become global trends around the world. Consumers have become more sophisticated. They have changed their attitudes towards food and health. People are ready to change their behaviors to be more eco-conscious, such as changing theirdiets and eating healthier and looking for substitute products. Thailand was first introduced to plant-based meat substitutes in 2019 and information about the use of Plant-Based Meat Substitutes among Thais have yet to be investigated. The study began with a problem definition and conceptual review, followed by an exploration of customer lifestyles, key triggers and key barriers for Plant-Based Meat Substitutes initial trial and repurchase. It also and determined key factors influencing positive and negative attitudes towards Plant-Based Meat Substitutes. This research appliedsecondary research, qualitative, and quantitative research. The result showed that whether they are restricted eaters or on a normal diet, there are no significant differenceswith respect to the initial trial. Worthwhile price, product benefits, and nutrition, and availability of touchpoints are key triggers to positive attitudes for the initial trial. For the repurchase group, product benefit, and nutrition are the only key triggers to positive attitudes. For the non-repurchase group, a suitable price is important for the initial trial but still not enough for daily consumption. Promotion and advertising are still lacking in quantity, and a company selling plant-based meat substitutes should increase product availability in restaurants and supermarkets.
DOI: 10.14457/tu.the.2019.453
title: Thailand elderly daycare: the perception and decision criteria of Thai people

description: Thailand Elderly Daycare: The perception and decision criteria of Thai People determines clarification of the characteristics and services which elderly daycare should provide to Thai senior citizens. Understanding current perception assists marketing managers to make appropriate and direct communication to customer target group. Knowledge of customers' decision criteria is essential to developing the operational part of the business. The first objective of this independent study was to understand Thai social perception of elderly daycare. The second objective was to identify the decision criteria in choosing elderly daycare among Thai people. The third objective was to uncover current elderly daycare in Thailand in order to seek opportunity for new players.This independent study was conducted by using two research methods which are qualitative and quantitative research. The qualitative method was derived from both secondary data and in-depth interview. The quantitative method was obtained from a survey of 200 respondents. The respondents live in Bangkok and vicinity and divided into three groups of generation which are Baby Boomers, Generation X and Generation Y. Data analysis used the Statistical Package for Social Sciences (SPSS) program to analyze. The analysis determined to summarize data, show relationships between variables and describe differences between groups of data sources.The results showed that generally respondents that understood the concept of elderly daycare as principally for active elders, had a positive attitude towards this form of care in the community. In addition, they considered that this concept is acceptable in accordance with familial and societal norms in Thailand. To ensure effective communication and targeting as part of a marketing strategy, marketing managers should explain clearly the concept of daycare as a supportive intervention that benefits families and society and promote variety of activities as a factor to influence target customers.
DOI: 10.14457/tu.the.2019.454
title: Willingness of Bangkok consumers to pay for personal care products packaged in eco-friendly packaging

description: This research study of a "Willingness of Bangkok consumers to pay for personal care products packaged in eco-friendly packaging" aims to evaluate the price premium that a consumer would be prepared to pay for a product packaged in eco-friendly packaging that might exceed the cost of standard non-eco-friendly packaging. Both exploratory research and descriptive research were conducted in order to achieve all of the objectives. To determine the most applicable questions to achieve these objectives, five in-depth interviews were conducted before the distribution of the survey questionnaire. Once the survey were questions were established, 240 respondents were recruited by convenient sampling method to participate in the online survey and the collected data was analyzed using the Statistical Package for Social Science (SPSS). According to Eco & Beyond, Eco-friendly packaging have some credential to be classed as it be. Eco-friendly packaging should be made from materials that are made from bio-material as call as biodegradable material and compostable after used as well. Alternatively, the materials used might be recyclable, edible, or reusable. On the other hand, the packaging might be made with materials that have a low environmental impact. The results of this analysis showed that Bangkok consumers, who purchased either shower gel or mouthwash products in the last three months, could be classified into three groups: low, medium, and high, as a means of measuring consumers’ behavior level of concern toward environmental degradation. All the survey respondents believed that eco-friendly packaging should: 1) Be disposed into an effective waste management system to achieve zero-waste; 2) be bio-degradable; and 3) non-biodegradable packaging materials should be reduced, but should maintain the same performance as standard non-biodegradable materials used in most packaging. However, without segmentation, there are no differences of price premium between the groups of respondents who believed in each attitude. The results also indicate that the respondents who fall into the group, categorized as household income lower than 18,000 Baht per month, had the least ‘willingness to pay’ a premium for eco-friendly packaging. This group valued the product packaged in eco-friendly packaging at 81.50 Baht, which was lower than the original retail price (7.50 Baht lower) while the other two income groups were willing to pay a premium for eco-friendly packaging.The research conducted herein will be useful for fast-moving consumer goods (FMCG) companies. More explicitly, for product development managers and marketing managers who aim to improve and/or adjust product packaging that is more eco-friendly for both economic and environmental reasons. In order to achieve economic and environmental sustainability, and improve product acceptance by environmentally-conscience consumers, as well as mitigate environmental degradation, eco-friendly packing is a key strategic approach to achieving long-term success.