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dc.contributor.advisorYubol Benjarongkijen
dc.contributor.authorKritsada Nurakkheen
dc.date.accessioned2020-06-12T08:34:27Z
dc.date.available2020-06-12T08:34:27Z
dc.date.issued2019
dc.identifierb208140
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/5017
dc.descriptionThesis ( Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2019
dc.description.abstractThis 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.    en
dc.format.extent175 leavesen
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherNational Institute of Development Administration
dc.rightsผลงานนี้เผยแพร่ภายใต้ลิขสิทธิ์ของสถาบันบัณฑิตพัฒนบริหารศาสตร์th
dc.subjecte-Thesisen
dc.subject.otherConsumers -- Decision makingen
dc.subject.otherConsumers -- Attitudesen
dc.titleThe rationalized processing model based on the information processing theory of consumers alcohol consumption decision in Bangkok metropolitanen
dc.title.alternativeแบบจำลองกระบวนการใช้เหตุผลตามทฤษฎีกระบวนการทางข้อมูลในการตัดสินใจบริโภคเครื่องดื่มแอลกอฮอล์ของกลุ่มผู้บริโภคในกรุงเทพมหานครฯth
dc.typeTexten
dc.rights.holderNational Institute of Development Administration
mods.genreDissertation
mods.physicalLocationสถาบันบัณฑิตพัฒนบริหารศาสตร์. สำนักบรรณสารการพัฒนาth
thesis.degree.nameDoctor of Philosophyen
thesis.degree.levelDoctoralen
thesis.degree.disciplineCommunication Arts and Innovationen
thesis.degree.grantorNational Institute of Development Administrationen
thesis.degree.departmentThe Graduate School of Communication Arts and Management Innovationen


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