The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying...

Describes application of qualitative in-depth interviewing to understand concepts in a new cultural context and assess. Discussion of the qualitative methodology in Thailand to assess customer perceptions of internet-based services vs. interpersonal services

Businesses need to retain long-term relationships with their customers. However, crisis creates uncertainty and consumers change consumption behavior, usually reducing expenditure for non-essentials. Much of the little work on marketing communications during crisis recommends keeping up efforts...

This research examines the role of University Social Responsibility (USR) in gaining inclusion in the brand consideration set for private universities in Thailand. USR may impact directly, or through brand image. Marketing communications is also important; our model shows it having an impact on...

Many Thai businesses have used websites to offer sales via the Internet. In reality, consumers have not flocked to Internet. A quantitative survey with data from 143 Thai website owners examined nine major success factors for business to consumer electronic commerce: government support, security...

Successful exporting to East Asian markets requires a good understanding of how consumers view products from various countries. But the country-of-origin effect is likely to differ among different segments in any country. The study reported here shows that, for beer, people in different...

To foreign companies, Asia's recent economic problems appear to have changed buying behavior. Before, middle class consumers supposedly were very quality oriented, willing to buy expensive, high-quality imports. Now, many are switching to cheaper brands. Local companies sometimes misinterpret...

In retail banking, the internet has allowed banks to offer information and services to customers at their convenience, and many Thai banks are following worldwide trends in implementing internet banking. Banks which offer this channel claim that it reduces costs and makes them more competitive....