รหัสดีโอไอ 10.14456/rjcm.2022.7
Creator Chanutwat Sirieawphikul
Title Attitude and Consumption Behavior of Craft Beer Consumers in Bangkok, Thailand
Contributor Chanutwat SirieawphikulNutdanai Phuchong Nutteera Phakdeephirot Kamlai Laohaphatanalert Chantana PapatthaDanupwan Shoowong
Publisher RICE Journal of Creative Entrepreneurship and Management
Publication Year 2022
Journal Title RICE Journal of Creative Entrepreneurship and Management
Journal Vol. Vol.3
Journal No. No.2
Page no. 1-15
URL Website RICE Journal of Creative Entrepreneurship and Management (rmutr.ac.th)
Website title RICE Journal of Creative Entrepreneurship and Management
ISSN ISSN 2821-9074 (Online)ISSN 2730-2601 (Print)
Abstract The research investigated attitude and consumption behavior of craft beer consumers in Bangkok, Thailand. The objective was to identify Bangkokians' attitude toward craft beer and their consumption behavior. The researchers used a survey questionnaire, and interview questions to collect data from 454 experienced beer drinkers selected by W.G.Cochra's calculations. The obtained data were analyzed for frequency, mean, standard deviation, t-test, and chi-square test. The result showed Bangkokians' moderately positive attitude toward craft beer at a high level, and their consumption frequency of craft beer at 1-2 times per month at pubs, bars, or restaurants. The consumers under study chose a craft beer brand for its taste, followed by price. Particularly, craft beer stakeholders would like to have the government's support for the current craft beer trend in Thailand to benefit SME entrepreneurs in domestic and international market competition in the craft beer industry.
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Chanutwat Sirieawphikul และ Chanutwat SirieawphikulNutdanai Phuchong Nutteera Phakdeephirot Kamlai Laohaphatanalert Chantana PapatthaDanupwan Shoowong. (2022) Attitude and Consumption Behavior of Craft Beer Consumers in Bangkok, Thailand. RICE Journal of Creative Entrepreneurship and Management, Vol.3(No.2), 1-15.
Chanutwat Sirieawphikul และ Chanutwat SirieawphikulNutdanai Phuchong Nutteera Phakdeephirot Kamlai Laohaphatanalert Chantana PapatthaDanupwan Shoowong. "Attitude and Consumption Behavior of Craft Beer Consumers in Bangkok, Thailand". RICE Journal of Creative Entrepreneurship and Management Vol.3 (2022):1-15.
Chanutwat Sirieawphikul และ Chanutwat SirieawphikulNutdanai Phuchong Nutteera Phakdeephirot Kamlai Laohaphatanalert Chantana PapatthaDanupwan Shoowong. Attitude and Consumption Behavior of Craft Beer Consumers in Bangkok, Thailand. RICE Journal of Creative Entrepreneurship and Management:ม.ป.ท. 2022.