Please use this identifier to cite or link to this item: https://utcc-dspacecris.eval.plus/handle/6626976254/349
Title: A Study of Marketing Factor that Affects the Alcohol Consumptive Behaviors of Young People in Municipality of Mahasarakham Province
Authors: Prasertsung, Isayaporn 
Issue Date: 2013
Publisher: Chulalongkorn University Printing House
University of the Thai Chamber of Commerce
Source: Isayaporn Prasertsung (2013) A Study of Marketing Factor that Affects the Alcohol Consumptive Behaviors of Young People in Municipality of Mahasarakham Province. University of the Thai Chamber of Commerce Journal Vol.33 No.3.
Abstract: This research is a study of marketing factors that affects the alcohol consumptive behaviors of young people in municipality of Mahasarakham Province. The objectives of this study were to study alcohol drinking behaviors of an adolescent sample of 400 people and also to find ways to prevent them from drinking. Statistics used in the analysis include the average, percentage standard deviation, t-test and f-test (One-way ANOVA). The research found that most of young people in the municipality of Mahasarakham were females (52.00%), aged between 19-21 years (40.00%), holding a Bachelor Education (40.50%), with income of 3,001-5,000 baht (37.00%), and unmarried (88.25%). Young people in the municipality of Mahasarakham drank alcohol by themselves (or would like to try) (43.25%), mostly in entertainment places, such as pubs and bars (30.25%), usually in the evening (62.50%), at social events (41.00%), and mostly beer (42.75%). The reasons for drinking alcohol were mainly socializing (73.50%), and preferred sources for purchasing were Mini Marts (49.50 %). The amount spent were between 101 to 300 baht (33.75%). The analysis results of the marketing factors affecting drinking behaviors of teenagers in the municipal district in Mahasarakham Province are that they gave precedence to the following three aspects: product (x = 3.94), distribution channel (x = 3.82), and price (x = 3.78), respectively. Additionally, two moderate points are society and culture (x = 3.45) and promotion of marketing (x = 2.83).
URI: https://scholar.utcc.ac.th/handle/6626976254/349
ISSN: 0125-2437
Rights: This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Appears in Collections:JEO: Journal Articles

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