University of the Thai Chamber of Commerce

About: University of the Thai Chamber of Commerce is a education organization based out in Bangkok, Thailand. It is known for research contribution in the topics: Corporate social responsibility & General equilibrium theory. The organization has 223 authors who have published 422 publications receiving 5380 citations.

Novel Price Sensitive Demand Model with Empirical Results

Abstract: Demand of commoditized products –for example drinking water and generic pharmaceutical products – depends mainly on price. Therefore, pricing strategy is very important especially for competing suppliers with common retailer. However, although many literatures were studied in pricing strategy, but almost all of those studies did not expand to use empirical data which is very important for applying the findings to real business. To find the point that both manufacturers and a retailer can maximize their own profit in a supply chain, Game theory principle is used. This paper introduces a new parameter concept, the competition intensity of pricing degree, which is an important parameter that we incorporate in our linear price sensitive demand model in order to make the result more applicable. Moreover, we include a case study to show how the finding can be valuable tools for deciding on pricing policy. Keywords: Demand Model, Competition intensity of price degree, Bargaining Power, Game Theory, Pharmaceutical

Influential Factors on Consumer Purchase Intentions: Cases of Instant Noodle Products in the Hungarian Market

Abstract: This research investigates the factors that impact consumer purchase intention towards instant noodle products in the Hungarian market. A comprehensive literature review indicates that there are five main factors that have impact on willingness to purchase instant noodle products, which is the measurement item to purchase intention towards instant noodle products. However, the results show that there are four main factors, which are packaging (appearance), product aspect of price (product price compared to average), promotion (drive, marketing communication) and convenience (decision-making process, time spent on preparing food, time spent on shopping). The research concludes that young (less than 35), single, lower educated (elementary school, high school or vocational/associate’s degree) and below average or close to average (less than 100,000 HUF and 100,001-200,000 HUF) net earners show the highest willingness to purchase. This consumer profile is to be targeted by business professionals to enhance purchasing of instant noodle products in Hungary.

Entrepreneurial Marketing and its Antecedent: An Empirical Investigation of the Role of Entrepreneurial Orientation

Abstract: Entrepreneurial marketing (EM) behaviors are different from traditional marketing behaviors (Morris et al. 2002; Hills et al. 2008). Previous studies mention several characteristics of EM behaviors such as calculated risk-taking (Carson and Grant 1998), decisions based on intuition and experience (Siu and Kirby 1999), inherent focus on recognition of opportunities (Hills and Singh 1998), flexible approaches to markets (Sashittal and Jassawalla 2001), and exploitation of smaller market niches (Stasch 1999). To investigate if EM behaviors happen systematically, there is a need for empirical study to identify patterns in firms’ EM behaviors.

The impacts of international guests' experience on loyalty in hostels

Abstract: Customer loyalty plays a crucial role in the success of hostels in the competitive accommodation business market. This study aims to evaluate the roles of the tourist experience, memory, and image by examining their influences on the process of creating customer loyalty towards the hostels. The study adopts a quantitative approach. This study also draws a comprehensive data set (N=445) using a convenience sampling approach. The sample was international guests who have experienced in hostels in Bangkok, Thailand. The study employed confirmatory factor analysis and structural equation modelling to achieve the objectives. Findings from the structural analysis indicate a good fit for the proposed model. The findings also reveal that guest experience has significant associations affecting memory which in turn influences loyalty. Subsequently, the guest experience has a positive effect on the image which in turn influences loyalty. Consequently, the guest experience has a significant influence on loyalty. Several implications for theory and practice are discussed in this study.

Content analysis of facebook live of digital tv stations in thailand

Abstract: With the special feature of Facebook in sending real-time video, providing real-time two-way interaction, enable viewers’ engagement and instant feedback during a live event, Facebook Live is widely used to support the television broadcasting in Thai televisions as a mean to speed up the news, events it is a tool for marketing communication and live events in real-time for keep people’s eyeball to each Stations. This research explored the use of Facebook Live of Digital TV stations in Thailand for marketing communication. Content analysis was used to analysis of Facebook Live from 24 digital TV Stations for one month. Findings revealed that every digital TV Stations use Facebook Live to broadcast in parallel of the program being on-air via television. Different pattern of use was found in each station due to the policy of each station. Some station actively used Facebook Live, for the sake of having new technology or image building and marketing communications. Thus, there is a question of whether how to manage content in Facebook Live for marketing communications purpose in Thailand.