“Changing consumer’s attitude of energy drinks in Thailandmarket”-A case study of Thai consumer behavior toward energy drinks-Master Thesis in Business Studies

Sammanfattning: Date: 2011-05-25 Program: MIMA-International Marketing Course name: Master Thesis (EFO705) Title: Changing consumer’s attitude of energy drinks in Thailand market. Acase study of Thai consumer behavior toward energy drinks. Authors: Suratssawadee Kuptanon (870113)Thanathorn Pichittachakul (831226) Supervisor: Peter SelegårdProblem: How to change the attitude of Thai young adult consumer regarding toenergy drink? Purpose: To describe and analyze the attitude of Thai young adult consumer thateffect to the energy drink market in order to develop and change theirattitude in the positive way. Furthermore, give the recommendationabout the appropriate way to maintain and increase the market shareand customer for the marketer. Method: This research use both qualitative and quantitative in the questionnairesurvey to conduct the real behavior and attitude of young adult inThailand market. Basically, the data collection method also dividedinto two sources which are primary data and secondary data.Moreover, the total respondents in this research are 400 who are youngadult and live in Bangkok, Thailand. Also, the theories of attitudechange strategies, attitudes and consumer perception are use in thisresearch. Conclusion: The results from the survey show the opportunities for marketer tochange their customer attitude by use the main instruments which areadvertising and marketing campaigns. Keyword: consumer behavior, change attitude, change behavior, energybeverage, and social drinking