Factors Affecting Consumer Adoption of Traditional Liquor Innovation in Thailand

Abstract

The objectives of this study were 1) to study consumer adoption of homegrown liquor innovation in Thailand and 2) to study lifestyle factors affecting consumer adoption of homegrown liquor innovation in Thailand. Data were collected from 385 homegrown liquor consumers using the Cochran sample calculation method and selective random sampling. Statistics used in data analysis were frequency, percentage, mean and standard deviation. The hypothesis was tested by multiple regression analysis.

The results showed that

1) The respondents agreed on the consumer's adoption of homegrown liquor innovation in Thailand. at a high level

2) Hypothesis testing found that the lifestyles of consumers, namely Interests, Activities, and Opinions, influenced consumer adoption of homegrown liquor innovation in Thailand with statistically significant at the 0.05 level, which can predict the effect of 82.1 percent.

The recommendations are: 1) entrepreneurs should create awareness and publicize about the brand of local liquor in each community so that consumers can know more about local liquor, 2) should support the production of local liquor from agricultural products in the community in order to increase production processing and increase distribution and 3)  If the government can promote the presentation of local liquor more widely. It will help to gain more awareness.