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Media Exposure Behavior and Satisfaction with Public Relations Media for Decision-making on Study Program at the Undergraduate Level: A Case of Thai High School Student |
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| รหัสดีโอไอ | |
| Creator | Santee Suwansaard |
| Title | Media Exposure Behavior and Satisfaction with Public Relations Media for Decision-making on Study Program at the Undergraduate Level: A Case of Thai High School Student |
| Contributor | Nalinee Saengaran |
| Publisher | RICE Journal of Creative Entrepreneurship and Management |
| Publication Year | 2565 |
| Journal Title | RICE Journal of Creative Entrepreneurship and Management |
| Journal Vol. | Vol.3 |
| Journal No. | No.2 |
| Page no. | 16-26 |
| Keyword | Marketing factor, decision-making, food materials, fresh market, the elderly |
| 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 | This research aimed to study three factors--demographic, marketing, and behaviorthat affect elderly consumers' decision-making on buying food materials in the fresh market in Putthamonthon District, Nakhon Pathom Province, Thailand. The researchers used a survey questionnaire to collect data from 400 residents in Putthamonthon District, selected by Taro Yamane method. The data were analyzed by descriptive statistics and a chi-square test for the relationship between the obtained variables. The results revealed that (1) the consumers were concerned with food material quality in terms of freshness, cleanliness and safety, and (2) other factors--price, place and promotion--were also important. The demographic factors influenced purchasing behavior, especially the relationship between the family income factor and the behavior factor. |
