How brand's corporate social activities impact their consumers (alcohol industry focused)

Name: Suthida Prasertbodin

keyword: Corporate social responsibility (CSR)

; Consumer behavior

; Social activist

; Social activities

; Alcohol marketing

; Beer Marketing

Abstract: In recent years, many international and local brands have been putting more focus toward the corporate’s social activities. It has become not only the trend, but the normal marketing practice. In Thailand, the alcohol industry is the business sector that has been implementing the social message throughout their marketing activities due to restrictions in law and regulations. Singha is a well-established beer brand by Boon Rawd Corporation which is the market leader of the premium-mass beer market. The purpose of this research was to understand consumer’s perception of corporate social activities and how it impacts their consumer decision. The result of the study was aimed to illustrate and to advise the marketer to understand which approach and angle corporate social activities can be utilized to maximize their marketing effectiveness. To achieve the objectives, both exploratory and descriptive researches were conducted including secondary research, in-depth interview with five interviewees and questionnaire with 150 respondents. From the research, 150 respondents of Singha drinkers are divided into 4 segments ; 1) “External Value Appraisal”: the peer-influenced group which evaluate their decision based on the external factors, 2) “Functional Drinker”: product and brand attribute oriented segment, 3) “Best-Value Seeker”: promotional focused drinkers, and 4) “Easy Drinker”: drinkers who enjoy products that are most accessible at the reasonable pricing. The key findings of this research concluded that even though CSR activities might not be a great influence of the product sell, nor brand switching but it is confirmed that it somewhat creates a positive relationship with its customer. However, the lack of awareness is still the occur issue.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hoffman, K. Douglas

Role: advisor

Created: 2017

Modified: 2021-04-22

Issued: 2021-04-22

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.489

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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