Journal of Liberal Arts and Management Science Kasetsart University

CONJOINT ANALYSIS AND CONSUMERS’ PURCHASE INTENTIONS FOR ORGANIC RICE CRACKERS (KHAOTAN)

2024-03-01T16:24:29+07:00

The research is titled "Conjoint Analysis and Consumers' Purchase Intentions for Organic Rice Crackers (Khaotan)". The purposes of this study were: 1) to investigate the Khao-tan's attribute of the community enterprise of Ban Bawa rice fields on consumers' satisfaction, and 2) to investigate how different customer education levels affect customers' purchasing intentions when purchasing Khao-tan from the Ban Bawa rice fields community enterprise. The instrument used was a self-administered questionnaire, and the 449 Khao-tan customers who ate or bought them. The data were analyzed using frequency, percentage, mean, and standard deviation. Furthermore, conjoint analysis and one-way ANOVA have been applied to examine and analyzed using inferential statistics. Based on the findings of this investigation, it was concluded that the covered plastic jar, the attractive logo (feature B), the dried shredded pork favor, the size of Khao-tan (3 centimeters), and the standard sweet were the products with which customers were most satisfied. The mean purchase intention of higher education and master's degree students was 3.82, the lowest, and the mean of diploma students was 4.12.

EMOTIONAL RESPONSES OF PRODUCT PLACEMENT ON KOREAN DRAMA: A CASE STUDY OF BEAUTY PRODUCT PURCHASE DECISION AMONG GENERATION Z

2024-03-01T17:38:47+07:00

This research aimed to study factors that affected the emotional response toward product placement in Korean dramas and the purchase decision of beauty products. The surveyed samples comprised 420 Generation Z users aged between 18 and 25, and data were gathered through online questionnaires. The collected data analyzed using descriptive statistics, and hypotheses were tested through inferential statistics. The results of the empirical study showed that Brand-drama congruence and Brand familiarity affected the purchase decision of beauty products. The emotional response also affects the purchase decision of beauty products. This study also examined the direct and indirect effects of Brand-drama congruence and Brand familiarity toward the purchase decision of beauty products via the emotional response as a mediator. The results showed the mediator affected the purchase decision of beauty products. The study provided additional guidance for marketers and entrepreneurs to plan the beauty’s product placement by following the behaviors and needs of the Generation Z group by designing the content of product placements that are congruent with the drama’s content, creating brand familiarity and developing drama’s product placement strategies to have the consumers positively emotionally responded.

MARKETING MIX FACTORS THAT AFFECT THE SUCCESS OF THE NAM OI SOP JANG COMMUNITY ENTERPRISE GROUP, MAE MOH DISTRICT, LAMPANG PROVINCE

2024-03-01T17:48:26+07:00

The research aims to study the marketing mix factors that affect the success of the Nam Oi Sob Chang Community Enterprise Group, Mae Moh District, Lampang Province. It is both quantitative and qualitative research. The sample group used was 385 customers who consumed products and a group of nine representatives from manufacturers, distributors, and consumers. The tools used were questionnaires and interviews. Data were analyzed using descriptive statistics, including mean, standard deviation and inferential statistics using multiple regression analysis. The results found that marketing mix factors in terms of product, price, distribution channel and marketing promotion related to the success of community enterprise groups in the same direction, which is statistically significant at the 0.01 level. And the correlation coefficient for the success of community enterprise groups was 0.951. The success of the Nam Oi Sop Jang Community Enterprise Group, Mae Mo District, Lampang Province, depends on the marketing mix factors. Regarding products, marketing promotion, distribution channels, and prices, they significantly affect the success of community enterprise groups at the 0.05 level. The researchers suggest that the production should be developed to meet standards and show a quality certification mark on the package, creating a variety of prices according to the size, number, and quantity of products. The appropriate online distribution channel, such as a LINE Ads page, may be used to contact the specific group. The community enterprise group should provide volume-based discounts, exchanges, giveaways, and freebies to customers, focusing on effective advertising and public relations. Additionally, seeking support from government agencies, particularly utilizing tradeshow booths, can significantly boost successful product promotion.

FEASIBILITY STUDY OF INVESTMENT THAI SUSHI RESTAURANT BUSINESS

2024-03-01T18:02:50+07:00

This research aimed to study the feasibility of investing in a Thai Sushi Restaurant Business in the surrounding area of King Mongkut’s Institute of Technology North Bangkok, Prachinburi Campus. The investment analysis included marketing, technical, management, and financial feasibility by mixed quantitative and qualitative research methodology. The initiation was quantitative research investigating data by a questionnaire. The population and sample were residents around the university, totaling 385 respondents. These data were analyzed and proposed in addition to qualitative analysis of observation and documentary research. As a result, for marketing, there were nine interesting items on the menu. The reasonable price for product quality was 5 Baht each. Opening hours were from Tuesday to Sunday, 8.30 hrs. to 18.30 hrs. Sales promotion involved royalty cards. Due to customers attaching significance to easy traveling, the select restaurant location was around the institute. For technical issues, the restaurant came up with a design of 2x2 square meters, particularly for a small-sized restaurant with bar stools for the waiting area. For management, two assigned employees were the owner and the cook to sell and prepare raw materials. The financial analysis showed an initial investment of 83,950 Baht and a payback period of 4.12 years. At five years, the net cash flow was 123,618 Baht. Net Present Value (NPV) was 60,374.29 Baht. Internal Rate of Return (IRR) was 17.57%. The analysis results indicate acceptance of the Thai sushi restaurant investment project. This study can be utilized as a guideline for creating a business model with potential and as a roadmap for developing the Thai sushi restaurant business in the future.

STUDY OF SATISFACTION WITH MANAGEMENT INFORMATION SYSTEMS FOR BEEF CATTLE DATA: A CASE STUDY OF BEEF CATTLE FARMING COMMUNITY ENTERPRISE GROUP WORKAEW SUB DISTRICT, HANGCHAT DISTRICT, LAMPANG PROVINCE

2024-03-01T18:12:10+07:00

This research has two objectives: to develop a management information system for beef cattle data and to study satisfaction using management information systems for beef cattle data of the Beef Cattle Community Enterprise Group, Workaew Subdistrict, Hangchat District, Lampang Province. The researcher developed a system using the PHP scripting language (PHP) and used the MySQL database system (MySQL) to store data. To store information on information system website design, use techniques to design a responsive website that supports display on all devices. The population used in this study was the beef cattle raising community enterprise group, Workaew Subdistrict, Hangchat District, Lampang Province, totaling 30 people. The tool used is a questionnaire. Statistics used in the analysis include mean and standard deviation. The study found that the efficiency of the information system for managing beef cattle data of the Beef Cattle Farming Community Enterprise Group, Wo Kaew Subdistrict, Hang Chat District, Lampang Province, was average at 4.71 or a very good level overall. When considering each aspect by arranging the average values from highest to lowest, the functional test averages at 4.85. The functional requirements test has an average of 4.82. The security test has an average of 4.80, and the usability test has an average of 4.45, respectively.

THE PURCHASE DECISION MAKING OF NON-PERFORMING ASSETS RESIDENCE TYPE FOR GEN Y CUSTOMER IN PHITSANULOK

2024-03-01T18:19:18+07:00

The objectives of this study were twofold: 1) to investigate the purchasing decisions of Gen Y consumers for Non-Performing Assets (NPA) in Phitsanulok, categorized by demographic characteristics such as gender, marital status, education level, occupation, and income; and 2) to examine the influence of location selection factors and marketing mix factors, from the perspective of Gen Y consumers, on their purchasing decisions for NPA in Phitsanulok. The sample group consisted of 385 individuals residing in Phitsanulok, belonging to the Gen Y age group, with ages ranging from 23 to 42 years old. These individuals had expressed interest in purchasing NPA. Statistical techniques such as frequency, percentage, mean, standard deviation, one-way ANOVA, and multiple regression analysis were employed for data analysis. The results showed that the different occupation levels and income impacted the decision-making process of purchasing NPA. From the consumer's perspective, the location selection and marketing mix factors significantly influenced the decision-making process of purchasing NPA among Gen Y consumers in Phitsanulok, with statistical significance at the 0.01 level. This forecasting equation accurately predicted the decision to purchase NPA at an accuracy rate of 49.80 percent.

ACHIEVEMENTS TO DEVELOP THE POTENTIAL FOR THE PRODUCTION AND PROCESSING OF LIVESTOCK PRODUCTS BASED ON SCIENCE AND TECHNOLOGY IN THE SOUTHERN BORDER REGION

2024-03-01T18:29:10+07:00

The purpose of this research is to evaluate the achievement of developing potential in the production and processing of livestock products with science and technology in the southern border region. It is mixed-methods research. The population used in this research is three group of stakeholders consisting of farmers or entrepreneurs in the three southern border provinces, consisting of Yala Province, Narathiwat Province, and Pattani Province. There were 1,305 people participating in the performance, service providers 5 people and 30 customers, using the CIPP model as an evaluation framework and relying on open-ended and closed-ended questionnaires. A structured interview was included as a tool for data collection and analysis, with descriptive statistics and contextual description. The results of the study found that achievements in developing potential in the production and processing of livestock products based on science and technology in the southern border region. The overall score was at a good level, with an average score of 4.22. The scores for each aspect were classified as follows: In terms of the context factors, the evaluation results were at a good level, with an average score of 4.24. In terms of input factors, the evaluation results were at a good level, with a score level of 4.16. As a process aspect, the evaluation results were at a good level, with an average score level of 4.04. In terms of products that occur, the evaluation results were at a good level, with an average score level of 4.44.

ACCEPTANCE OF ELECTRONIC WALLET IN CASHLESS SOCIETY

2024-03-01T18:37:57+07:00

Thailand is in the midst of transitioning towards a cashless society, and electronic wallets play a significant role in daily life. However, acceptance of digital wallets varies among individuals. This study aims to provide an overview of electronic wallets in Thailand and examine the acceptance of these wallets. Through a systematic literature review, it is found that both the public and private sectors drive the cashless society movement, making electronic wallets most popular in Asia. Nevertheless, consumers still have concerns about security. From a study of 11 research articles related to the acceptance of electronic wallets obtained from Thai Journals Online (ThaiJO), it is found that the aforementioned acceptance is theoretically grounded. Two prominent theories, the Technology Acceptance Model (TAM) and the UTAUT2 theory, have been applied to understand and analyze this acceptance. Independent variables, notably perceived usefulness, are commonly associated with frequent usage, followed by perceived ease of use and social influence. Additionally, various factors influence the intention to use e-wallets, including perceived ease of use, perceived usefulness, and social influence. The findings contribute valuable insights to pave the way for a cashless society, offering guidance for future research and expanding academic knowledge.

THE EFFECTIVE FACTORS ON MANAGEMENT DISCUSSION AND ANALYSIS OF FIRMS LISTED ON THE STOCK EXCHANGE OF THAILAND

2024-03-01T18:46:41+07:00

This research aims to provide empirical evidence regarding the factors influencing the disclosure of Management Discussion and Analysis (MD&A), which reflects the financial position and operating performance of firms listed on the Stock Exchange of Thailand (SET). The sample group consists of 87 companies registered on the Stock Exchange of Thailand that have participated in preparing MD&A with the Securities and Exchange Commission. Data were collected from annual reports and the Stock Exchange of Thailand website. The data were analyzed using descriptive statistics, including mean, percentage, standard deviation, maximum, and minimum values, as well as inferential statistics, specifically multiple regression analysis. The findings reveal that the shareholder structure, ownership by foreign investors, and the identification of MD&A disclosures in corporate policies and strategies are positively correlated with the degree of MD&A disclosure. The results indicate that businesses with foreign shareholders holding ordinary shares or those seeking international investments should be attentive to augmenting voluntary disclosure, promoting transparency, and ensuring sufficient information disclosure. Explicitly stating MD&A disclosure in corporate policies and strategies can instill confidence, potentially attracting investors to eventually invest in the company.