รหัสดีโอไอ 10.14457/TU.the.2018.413
Title A study to understand the factors that influence Thai first-jobbers to start saving for retirement
Creator Wattikorn Vittayaamnuaykoon
Contributor Nigel Barrett, Advisor
Publisher Thammasat University
Publication Year 2018
Keyword First jobber ,Saving for retirement
Abstract According to Thai law after a person reach the age of 63, that person is considered as retired person. Retirement age is the age that a person is expected to withdraw from a job and major source of income is not earn by working. There are many sources of income after retirement, which depend on the planning of the person. Therefore, in order to live comfortably and worry free after reach retirement age the financial planning after retirement is very important and better to plan ahead. This study has 3 major objectives in order to find appropriate methods to encourage Thai first-jobbers to start saving for retirement. Such objectives are 1) study product related to money saving for retirement and their marketing communication towards consumers, 2) explore Thai first-jobbers behavior and attitude towards saving for retirement and 3) suggest appropriate marketing strategies to attract Thai first-jobbers to start saving money for retirement.There are 2 in-depth interview session. First the preliminary in-depth interview will select professional in financial area and target audience with total number of 8 interviewees. After preliminary in-dept interview complete, final in-depth interview will be conducted to find the insight and perspective of Thais first-jobbers toward saving for retirement. The total number of final in-depth interview will be 25 people.According to the theory of planned behavior, a person behavior will shape up from 3 major key variables which are 1) personal factor or attitude, 2) social factor or subjective norm and 3) control factor or perceived behavioral control. The Finding show that Thai first-jobber has negative attitude toward saving for retirement. Moreover, the social factor around them are no support them as well.This research presents the insight of Thai first-jobbers towards saving for retirement and demonstrate recommendations to help turning the attitude of Thai first-jobbers towards saving for retirement.
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บรรณานุกรม

Wattikorn Vittayaamnuaykoon และผู้แต่งคนอื่นๆ. (2018) A study to understand the factors that influence Thai first-jobbers to start saving for retirement. Thammasat University:ม.ป.ท.
Wattikorn Vittayaamnuaykoon และผู้แต่งคนอื่นๆ. 2018. A study to understand the factors that influence Thai first-jobbers to start saving for retirement. ม.ป.ท.:Thammasat University;
Wattikorn Vittayaamnuaykoon และผู้แต่งคนอื่นๆ. A study to understand the factors that influence Thai first-jobbers to start saving for retirement. ม.ป.ท.:Thammasat University, 2018. Print.