本報告的目的是研究影響住在曼谷市區(qū)的外國人購買街邊小吃的因素和這些外國人購買街邊小吃的行為,以及研究消費者購買決定觀念的不同人口因素的影響。街邊小吃可以體現(xiàn)經(jīng)濟趨勢、人類行為以及消費能力的不同方面。它展現(xiàn)了對國家整體經(jīng)濟的深入洞察,擴寬了對國家經(jīng)濟領(lǐng)域的視野。本研究報告包括了研究、統(tǒng)計數(shù)據(jù)、食品消費水平和其它必要信息,來達到對僑民、本地人、街邊小吃經(jīng)營者以及泰國經(jīng)濟的全面理解。結(jié)果顯示消費者對街邊小吃消費態(tài)度的整體水平達到了 3.83的同意值。當考慮各個研究對象時,該研究報告發(fā)現(xiàn)所有的對象都在同一個水平。以平均水平按降序排列:消費者購前評估水平達到了 4.05的同意數(shù)值,消費者生活方式的同意值達到4.01,消費者態(tài)度同意值為3.91,消費者對食品安全認證的態(tài)度的同意值為3.78,消費者購買同意值為3.73,消費者動機同意值為3.70,消費者需求同意值為3.51。這些對象解釋了消費者對街邊小吃消費的總體同意水平為3.83。這些研究發(fā)現(xiàn)消費者購前評估水平占據(jù)最高比率—4.05,然而消費者需求是上述比率的最低—3.51。可以看出,這兩大實體并沒有太大差別,反而非常接近。這篇論文以背景介紹為開...

【文章頁數(shù)】：140 頁

【學位級別】：碩士

【文章目錄】：
Abstract 摘要 Chapter 1: Introduction
1.1 Background
1.2 Statement of Problems and Research objectives
1.3 Scope of study
1.4 Expected Benefits of the Study Chapter 2: Literature Review
2.1 Overview of street foods in developing countries（regions）
2.2 The concept of the retail
2.3 Consumer Behavior
2.4 Consumer buying decision process
2.5 Utility Function theory
2.6 Factor influencing consumer's buying behavior
2.7 Food handling practices
2.8 Catering
2.9 Street food merchants in Bangkok Chapter 3: Research Methodology
3.1 Research Design and Methods
3.2 Population
3.3 Sample Size
3.4 Research Instrument
3.5 Pre-Testing Research Instruments
3.6 Data Collection
3.7 Data Analysis
3.8 Hypothesis of this research Chapter 4: Result
4.1 General information of respondents
    4.1.1 Gender of the respondents
    4.1.2 Age of the respondents
    4.1.3 Education level of the respondents
    4.1.4 Occupation of the respondents
    4.1.5 Marriage status of the respondents
    4.1.6 Income
    4.1.7 The type of residence
    4.1.8 Numbers of family members in residence
4.2 Media Exposure on
4.3 Level of opinion about street food consumption
4.4 Results of hypothesis testing Chapter 5: Discussion and Limitations Chapter 6: Conclusions and Recommendations Reference Appendices
Appendix A1: Questionnaire
Appendix A2: Population of foreigners' tourism in Thailand
Appendix A3: Frequency Table
Appendix A4: Descriptive Statistics Table



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