The rationalized processing model based on the information processing theory of consumers alcohol consumption decision in Bangkok metropolitan

Abstract

This research aims to study the influence, strategies and marketing communication management of the alcoholic beverage manufacturers. The campaign communication in reducing, avoiding and quitting alcohol consumption of the Thai Health Promotion Foundation (Thai Health)and influential people that affect consumption behavior based mainly on the Information Processing Theory. In order to stop the alcohol consumption to have a great impact on the overall society, all the relevant factors must be integrated with the policy planning related to the government and private sectors marketing communication and the concerned parties’ that conduct the reduce-avoid-quit alcohol drinking campaigns.

Research methodology is the integration of both quantitative and qualitative methods. Findings show that:

1) Marketing communication of the alcohol manufacturers and influential people communication have statistically significant positive influence. Both affect the positive sensory perception and memory. Later, these communications will send positive influence to alcohol consumers’ analytical thinking and processing. Finding also showed that when the communications passed through analytical thinking and processing it was not related to alcohol consumption behavior. The external factors such as values, attitudes and emotions that mixed together as an internal sensory had no influence on the alcohol consumption behavior.

2) The integrated marketing communication patterns and strategies by alcohol manufacturers are more flexible, immediate adjustable and can reach the target group better than those of the Thai Health communication campaigns due to the difference of important factors such as operational procedures, budgets and resources. This difference has the direct influence to the level of success of the set goal of each organization.