การเปรียบเทียบการรับรู้และทัศนคติต่อกิจกรรมส่งเสริมการตลาด ด้านความรับผิดชอบต่อสังคมของ ผู้บริโภคในเขตกรุงเทพมหานครที่มีต่อภาพลักษณ์บริษัทผู้ผลิตเบียร์

Abstract

The objectives of this research was to study comparison of perception and attitude toward marketing promotion activity in corporate social responsibility of consumers in Bangkok Metropolis affecting corporate image of beer’s manufacturer. The samples are 400 women and men who had consumed beer of both Boonrawd Brewery Co., ltd and Thai Beverage Public Company Limited ages 20 years old up. The questionnaire ware used for data collections. The statistics tools which were used to analysis data are frequency, percentage, standard deviation, Independent Sample t-test, one-way analyze of variance (ANOVA), Person product moment correlation coefficient and comparison of dependent group Paired t-test (Dependent Sample t-test) The result of this research reveals that most samples are single female, between 20-29 years old, bachelor’s degree graduation, average monthly income 15,001-25,000 baht, and working as employees of private companies. Perceptions consumers toward marketing promotion activities in corporate social responsibility which Boonrawd Brewery Co.,ltd and Thai Beverage Public Company Limited publicized through mass media : television, radio, electronics, outdoor, personal and events marketing at moderately level. The consumers had perception marketing promotion activities in corporate social responsibility of Boonrawd Brewery Co., ltd better than Thai Beverage Public Company Limited through outdoor media and event marketing at highly and moderately level. The consumers had perception in television media at highly level, and the radio, electronics, and personal media at moderately level. Attitudes consumers toward the marketing promotion activities in corporate social responsibility which Boonrawd Brewery Co., ltd and Thai Beverage Public Company Limited made through several activity: cause promotion, corporation social marketing, corporation Social marketing, corporate philanthropy and community volunteering in highly agree level. And opinions consumer toward corporate image of Boonrawd Brewery Co.,ltd and Thai Beverage Public Company Limited that were company with a reputation no.1, were company with consumer favorited, were company with reliability, were company with a positive image, were company with social responsibility and were company with trusted and loyal consumers in highly agree level. The results of inferential statistics show that the demography characteristics were different in the aspect of their opinions toward corporate image of Boonrawd Brewery Co.,ltd and Thai Beverage Public Company Limited are not different significant at the .05 levels. Except age, status and occupation were different in the aspect of their opinions toward corporate image of Thai Beverage Public Company Limited are different significant at the .05 levels. The consumers' perception toward marketing promotion activities in corporate social responsibility in Bangkok was correlated with corporate image of Boonrawd Brewery Co., ltd at the same direction in lower level significant at the .01 levels and Thai Beverage Public Company Limited at the same direction in moderate level significant at the .01 levels. The consumers’ attitude toward marketing promotion activities in corporate social responsibility of consumers in Bangkok were correlated with corporate image both of Boonrawd Brewery Co.,ltd and Thai Beverage Public Company Limited at the same direction in the moderate level significant at the .01 levels. The comparison of corporate image between beer’s manufacturers in the aspect consumers’ opinions toward corporate image Boonrawd Brewery Co.,ltd different from Thai Beverage Public Company Limited significant at the .05 levels. Finally the corporate image of Boonrawd Brewery Co., ltd from customer’s perspective is better than Thai Beverage Public Company Limited.