Premruedee Jitkuekul

Kasetsart University | KU · Department of Marketing

This paper explores the impact of health communication using smartphones and the outcome of healthier purchases when young Thai consumers shop for groceries. A conjoint experiment was arranged whereby participants (n = 214) purchased grocery using information conveyed via quick response (QR) codes. Results show that a healthy food label, and a good...

Objective - This study aims to investigate the importance of brand trust affecting green product repeat purchases using a statistics program with structural equation modelling (SEM) to conduct confirmation factor analysis and correlation analysis between the independent and dependent variables. Methodology/Technique – This study collected data from...

An increasing number of global consumers use their smartphones to shop for goods. This short paper aims to explore if a price-conscious decision-making style has a relationship with young adult consumers' tendency to perform mobile shopping in retail stores. The study is conducted as a survey with a sample that includes two different nationalities....

Objective – This study aimed to investigate Thai customers’ preference to chili sauce using conjoint analysis (henceforth CA). Methodology/Technique – The participants of the study were residents of Sakon Nakhon, Nakhon Phanom and Mukdahan, Thailand. Data were collected with a stratified sampling technique and 420 usable questionnaires were conside...

Chili is a spice typically grown globally, including in Thailand, for either domestic consumption or commercial purposes. If considered in terms of economic perspectives, growing chili can help farmers earn some income as well as becoming a prosperous business for retailers. Moreover, chili is a major ingredient for the processed food and medicine...

In recent years, Thailand has faced a number of environmental issues, such as air pollution, water pollution, soil pollution and noise pollution (Panya, Poboon, Phoochinda, & Teungfung, 2018) Especially in the past 2 years, Thailand has experienced severe air pollution, causing the PM 2.5 level to exceed the standard level. It then affects people's...