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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/524

Title: The study of consumer perception towards the corporate social responsibility of Thai Beverage Co., Ltd (Public)
Authors: Sutee Thammasitboon
Keywords: Consumer perception
Corporate social responsibility
Thai Beverage Co., Ltd (Public)
Issue Date: 2009
Publisher: Bangkok University
Abstract: The objective of this study are to analyze the Corporate Social Responsibility Activities which are societal responsibility , Educating responsibility, Public health responsibility, Sportive Responsibility and Culture Responsibility that implemented by Thai Beverage co., ltd (public ) and to investigate the consumer’s perception on the image of companies via their corporate social responsibility activities , and to find the key factor effecting the consumer perception on company’s corporate social responsibility activities and its relationship to the consumer’s purchasing decision making , as well as to provide the corporation the strategy on CSR. The research employs data and information through 400 questionnaires by random sampling survey from customers who purchase alcohol beverage category in Tesco Lotus. The result of this study found the consumer perceptions towards the corporate social responsibility activities was not negative feedback and the corporate image towards their social responsibility activities also had positive relationship association however it still was not significant to be the main criteria to buying behavior of consumer because the most importance factor to determining of consumer purchasing decision was the reputation of organization but it’s not CSR issue whatever it has the V potential opportunity to improve it. Consumers satisfied to the overall of corporate social responsibility activities of Thai beverage co., ltd (public) especially for societal responsibility activities and also accepted alcohol beverage consumption in Thailand. so far have the advantage for Thai beverage co., ltd (public) to develop the Corporate Social Responsibility activities and others forward to the better image of corporation and aim to be the priority of criteria to pay attention to purchasing decision in short term and long term.
Description: Independent study (MBA)--Graduate School, Bangkok University, 2009
Subjects: Social responsibility of business--Thailand--Case studies
Thai Beverage Public Company--Social aspects--Case studies
Liquor industry--Thailand--Case studies
Liquor industry--Social aspects--Case studies
Beverage industry--Thailand--Case studies
Beverage industry--Social aspects--Case studies
Advisor(s): James, Paul TJ
URI: http://dspace2.bu.ac.th/jspui/handle/123456789/524
Appears in Collections:Independent Studies - Master
Independent Studies

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