THE CUSTOMER ATTITUDE TOWARDS THE INNOVATION AMONG CAFES IN THAI MARKET : A Case Study of Thai Consumers’ Attitude towards Thai Desserts

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A Case Study of Thai Consumers’ Attitude towards Thai Desserts

Tutor: Peter Selegård Examiner:Ole Liljefors

Date: June 1, 2011

Abstract

Seminar Date: 2011- 06 - 01

Program: MIMA-International Marketing

Course Name: Master Thesis (EFO 705)

Title: The Consumer Attitude Towards The Innovation Among Café In Thai

Market

Authors: Araya Rajitdumrong (mynameis_mint@hotmail.com)

Budsarin Sa-ngarungroj (b.sangarungroj@gmail.com)

Tutor: Peter Selegård

Problem: There is none of Thai desserts launched in Western style cafés, most of

which are selling Western bakery as the perfect combination of coffee, even they are running business in Thailand

Purpose: To investigate and analyze consumer attitude (towards Innovation among Café in Thai market), culture and market conditions in order to reach the proper marketing mix (4P‟s) for the probability to make Thai Desserts a trend among Cafés.

Method: This research is mainly based on the survey method of both quantitative and qualitative approach. The investigation model used is demographics, consumer behavior, market factors and attitude towards Innovation (Thai Desserts). Both primary and secondary data are formulated to reach the conclusion for the research purpose.

Conclusion: Thai teenagers and young adults‟ attitude towards Thai Desserts is in the positive way due to target customers are beginning to accept the Innovation of Thai Desserts in café place. The new characteristics or attributes of Thai Desserts are proper for teenagers and young adults who are ready to explore and challenge the new experience of food and beverage.

There is the possibility for Thai Desserts to beat the popularity of Western bakery but there needs some time or „transition period‟ for customers to accept more and more until the Thai Desserts can become a new trend among café industry. This will be the great opportunity for entrepreneurs and marketers to generate business among this café industry by placing the Eastern Thai Desserts on a showcase for selling as a perfect combination with the Western style of coffee in Thai market.

Key words: Culture, Cross culture, Eastern & Western, Attitude & Consumer

Behavior, Food, Coffee in Thai Market, International Café, Innovation, Marketing Strategies for Innovation, Thai eating habits

Acknowledgement

Over the period of conducting this research paper, the authors have encountered many problems and difficulties.

We would like to express gratitude to our project supervisor, Peter Selegård, whose encourangement, guidance and support from the innitial to the final stage enabling us to develop an understanding of the subject areas and research process. Also, we are heartily thankful to our main opponents and side opponents for the different points of view which are valuable for progress on our paper during the seminars.

Lastly, we would like to offer our regards and blessings to all of those who supported us in any aspects during the completion of the project, especially for the respondents who took time to answer our online questionnaire.

Araya Rajitdumrong Budsarin Sa-ngarungroj

Table of Contents

1. Introduction ... 1

1.1 Background... 1

1.2Problem Statement ... 2

1.3Purpose of the Research ... 2

1.4Research Question ... 3

2. Research Methodology ... 5

2.1 Choice of the Topic and the Study Object... 6

2.1.1 Choice of Topic ... 6 2.1.2 Choice of Organization ... 6 2.1.3 Choice of Respondents ... 6 2.2 Research Design ... 7 2.3 Data Collection ... 7 2.3.1 Primary data ... 9 2.3.2 Secondary data ... 13 2.4 Analysis Plan ... 14 3. Theoretical Framework ... 15 3.1 Consumer Behavior ... 16 3.1.1 Attitude ... 16 3.1.2 Cultural Factors ... 17 3.1.3. Marketing Mix ... 21 3.1.4 SWOT ... 24

4. Critical Literature Review ... 26

4.1 Method for the Literature Review ... 26

4.2 Mapping and Describing the Literature ... 27

4.3 Critical Argument of Chosen Literature ... 28

4.4 Overview of Chosen Literature ... 31

5. Empirical Finding ... 32

5.1 Research Results (Primary Data) ... 32

5.1.1 General Information of Respondents ... 32

5.1.2 Consumer Behavior ... 37

3.1.3 Market Factors... 41

5.1.4 Attitude towards Innovation among Cafe ... 45

5.2 Thai Desserts, Café Chains and Thai Consumers Overview ... 52

(Secondary Data) ... 52

5.2.1Thai Desserts Overview ... 52

5.2.2 Thai Consumers Overview ... 54

6. Analysis and Interpretation of Research Material ... 56

6.1 Social Class ... 56

6.2 Culture & Sub Culture ... 58

6.3 Value ... 60

6.4 SWOT Analysis ... 63

6.5 Attitude ... 64

8.1.1 Product ... 68

8.1.2 Price ... 68

8.1.3 Place ... 69

8.1.4 Promotion ... 69

Reference List ... 71

Appendix 1– Questionnaire (English Version) ... 74

Table of Figures

Figure 1: Research Process ...5

Figure 2: Taro Yamane's Equation ...12

Figure 3: The Overview of Operational Process of Research Method ...14

Figure 4: The Theoretical Framework Model...15

Figure 5: Social Values Continuum ...20

Figure 6: The Element of Marketing Mix ...22

Figure 7: SWOT...24

Figure 8: A Map of Chosen and Potential Literature Search ...28

Figure 9: Overview of Chosen Literature ...31

Figure 10: The Percentage of the Respondents' Age ...33

Figure 11: The Percentage of the Respondents' Gender ...33

Figure 12: The Percentage of the Respondents' Education...34

Figure 13: The Percentage of the Respondents' Profession ...35

Figure 14: The Percentage of the Respondents' Monthly Income ...36

Figure 15: The Percentage of the Respondents' Frequency in Visiting Cafe per Week ...37

Figure 16: The Percantage of the Respondents' Favourite Drink in Cafe ...38

Figure 17: The Percentage of the Respondents' Normal Coffee Consumer Bahavior...39

Figure 18: The Percentage of the Respondents' Coffee Consumption with People ...39

Figure 19: The Percentage of the Respondents' Coffee Pattern on Regular Basis ...40

Figure 20: The Percentage of the Respondents' Coffee Price Range for Premium Coffee ...41

Figure 21: The Mean of the Respondents' Factors in Selecting a Cafe ...42

Figure 22: The Mean of the Respondents' Influenceof Media in Selecting a Cafe ...43

Figure 23: The Mean of the Respondents' Influence of Promotion in Selecting a Cafe...44

Figure 24: The Repondents' Experience of Western Bakery ...45

Figure 25: Mean of the Respondents' Influence on Western Bakery Purchase ...46

Figure 27: The Frequency of Respondents' Experience of Thai Desserts ...47

Figure 28: The Mean of Respondents‟ Agreement of Thai Desserts...48

Figure 29: The Respondents' Agreement on the Replacement of Western Bakery by Thai Desserts ...49

Figure 30: The Respondents' Tendency in Purchasing Thai Desserts ...49

Figure 31: Mean of Attractive Pattern of Thai Desserts ...50

Figure 32: Mean of Best Match of Thai Desserts with Beverage in Cafe ...51

Figure 33: Variety of Thai Desserts ...52

Figure 34: The Percentage of the Respondents' Monthly Income ...56

Figure 35: The Percentage of the Repondents' Education ...57

Figure 36: Target Price Range for Premium Coffee ...57

Figure 37: The Percentage of People that the Respondents Usually Go to Cafe With...58

Figure 38: The Frequency of Visiting Cafe per Week ...58

Figure 39: Top Drink Menu that the Respondents Usually Order in Cafe ...59

Figure 40: The Purchasing Frequency of Western Bakery per Week ...60

Figure 41: The Purchasing of Thai Desserts per Week ...60

Figure 42: The Respondents' Opinion on Thai Desserts...61

Figure 43: The Respondents' Opinion on Western Bakery...61

Figure 44: The Respondents' Opinion on Replacing Thai Desserts instead of Western Bakery ...62

Figure 45: The Frequency of Purchasing Products and Services from Cafe more often in Future ...63

Final Thesis

1. Introduction

This Master Thesis begins with a background concerning the research topic area which leads to problem statement, purpose of the research, and research question. Also, it is provided with the combination of research methodology, theoretical framework and literature reviews with potential keywords which are used for the investigation and discussion throughout the project.

1.1 Background

In Thailand, food generally forms a central part of Thai culture for any social occasions and special celebrations, which reflects the friendly social nature of Thai people and the way of food consumption in Thailand. Thai people established Thai food and desserts, the heart of Siamese cuisine as we know it today, are considered one the most exquisite of the world. The formal presentation of the Thai food and desserts is another important aspect of Thai culture and cuisine (Thai Food, 2011).

Thai desserts or „Kanom Thai‟ have been used in Buddhist rituals and ceremonies over centuries. Thai desserts are well known for their taste and appearance. Variety of traditional Thai sweets and desserts are neatly made in colorful and impressive features (Thaiways Magazine, 2002).

According to the fast pace world today, young professionals are having less and less time for their meals, and tending to dine outside more and more because of longer work hours, social lunches or dinner with friends, which will benefit the café and restaurant industry for long term basis. This industry also expects to gain benefit from both domestic and international tourism. The fact does show that café and restaurant sector is generating a good growth aspect. The outlook is becoming more positive with 3.2% growth in turnover expected annually during 2011–2012 (Smart Company, 2007). Franchising is dominating café and restaurant in Thailand. There are both foreign-owned franchised operators such as McCafés, Starbucks and other local franchises (Smart Company, 2007).

Referring to general of café in Thailand, we might realize that there is only Western bakery placed with aromatic coffee in most of cafés both local and international brands in Thailand. Thai Desserts are often overlooked by many Thais and foreigners. Most of Thai cafés and restaurants tend to underrate the desserts experience, yet Thai Desserts offer an authentic way to top off Thai food meal.

However, the world is becoming more global, most companies have to penetrate their organizations into international standardization. All CEO and managers have to outdo their competitors with their peak performance and competitive advantages for sustainable success.

And, Thailand today is consisted of multinational people; hence, diversity can drive the organizations to create innovation in order to offer their products and services at the exceptional level. This will help organizations to serve diversity of people from different cultures and countries with tailored offerings. This will let the companies correspond to customers‟ needs more precisely (Johansson, 2011).

Then, the innovative uniqueness between the different ideas from different fields and cultures of east meets west would be very interesting for entrepreneurs who are willing to start their own business or marketing managers who are going to boost the profitability for companies. Hence, one idea regarding to this is to put finger-sized sweets in various tastes and figures into café, a place for leisure and recreation, in order to promote awareness of our national sweet heritage among the new generation, and to push it to target markets or the world stage. There may be possibility of market entry for Thai Desserts because they are different from other competitors in the same industry which offer only bakery. Also, each type of sweets contains symbolic meanings which normally convey in positive way of prosperity and success, which marketers can use as one of the marketing strategies to increase competitive advantage. Thai sweets and desserts such as Look Choob (Green Bean Miniature Fruit) and Thong Yib and Thong Yod (Yolk-Egg Golden Pinch and Golden Droplets) are ranked on top among Thai desserts. They are interesting products which are common and can be used as commercial products as well. They can use the blended mixture of eastern and western products and services to change the customer attitude towards Thai Desserts for people can explore the extraordinary new innovation. This is considered as differentiation which can create competitive advantages to cafés in order to compete with competitors in the same industry more efficiently.

Therefore, it would be worth knowing real consumer attitude towards innovative products of Thai Desserts and Western coffee among cafés within Thai market. And, how the innovation development can change the attitude of Thai teenagers and young adults in positive way in order to deliver newness to target customers and increase market share in café and restaurant sector at the same time.

1.2Problem Statement

There is none of Thai Desserts launched in Western style cafés even they are running business in Thailand. Despite of the different cultures between eastern and western, and eating habits of humans, we would like to learn consumer attitude in order to know the possibility in putting concept of innovation to them; to create a place (café) to launch the innovation between Eastern (Thai Desserts) and Western (coffee) cultures together. Hence, this research can considerably benefit companies among café industry in terms of marketing strategies to the target customers.

1.3Purpose of the Research

The aim of this research is to investigate how Eastern and Western concept can emerge and make a success; to analyze attitude of Thai teenagers and young adults under the age range of

15 -34 years old towards innovative products of Thai desserts and Western coffee among cafés; and to help entrepreneurs and marketing managers find the probability to make this a trend under proper marketing strategies. The support reason for this target selection is come from the survey about coffee drinking habit of Thai people in the year 2543 by the Kasikorn Thai Research Center found that the average amount of Thai people are drinking coffee 200 cups per person/year and almost of key target groups are business man, students, officers, and etc who age between 15-34 years old (Kasikorn Research, 2003).

This research will be related with theories and concepts of attitude, innovation, consumer behavior, culture and marketing strategies for implementing the scientific relevance and collecting data in order to reach the conclusion, which is worth answering the research problem anyhow.

Target Audience

This research might be useful for entrepreneurs who are expecting to launch their own café business and marketing managers as well as marketing students who are interested in attitude among Thai teenagers and young adults aged range of 15 -34 years old towards innovative products of Thai Desserts and Western coffee among cafes. Especially for café chains which strive for being differentiated from other competitors for they can deliver the right offerings to their target customers and making profitability under innovation.

1.4Research Question

 What are the current targeting customer attitude and consumer behavior towards innovation (Thai Desserts and Western coffee)?

 Can new concept of innovation development between two different cultures (Thai Desserts and Western Coffee) increase attractiveness into Café Industry, which drives Café Chains to growth opportunity?

 How can café outrun its competitors by using the competitive advantages of innovative product development (Thai desserts and western coffee) with marketing strategies into the store?

Keyword Definition

Normally, “Innovation” does mean the combination between the two new things or ideas from different fields together. In contrast, in accordance to this research project, “Innovation” is portrayed in another perspective. “Innovation” here is the mergence of the two different existing products and services between Asian culture (Thai Desserts) and American culture (Coffee) as a new combination option for customers among café chains.

This is because Café chains are trying to serve customers more than just coffee. In addition to the service, they offer customers with various product choices such as different types of desserts and other facilities in order to increase diversity. If the customer is interested in desserts, he/she will be able to order and eat in the shop or take away. This information can be used to develop and

1. The general operating system among cafe chains, they will offer bakery with coffee. *Bakery refers to cookies, cake, pie, and etc.

2. The new operating system among cafe chains, they will offer Thai Desserts with coffee (Innovation).

*Thai Desserts (Innovation) refers to Thong Yibb (Egg Yolk and Sugar), Kanom-Chan (Candy Layer Desserts), Kanom-Salee (Thai Muffins), and etc.

2. Research Methodology

This chapter focuses and puts more emphasis on the methodological approaches of this investigation. The research method and data collection will be described and discussed in order to get answers for the research problem and correspond to the purpose of the research. This will state on how the investigation is conducted and the primary and secondary data are collected in below details. However, the figure below presents how overall research process is developed from the beginning of topic selection to an end of recommendation.

Topic Selection

Formulation of Problem and Purpose

Research Method Selection

Development of Conceptual Framework

Literature Review

Data Collection

Analysis

Conclusion

Recommendation

Figure 1: Research Process (Own Illustration)

According to the figure of research process above, it begins with topic selection for the authors can have the proper and interesting choice of topic area for the research project. Research method selection is a medium to find the proper way of investigation coupled with suitable data collection in accordance with the research problem. Then, we select the related theories and put them into conceptual framework, which will be developed to answer the research problem. Furthermore, we have to search for literature review which relates and helps formulate the problem and purpose of study. Linkage of all stages will lead to the practical analysis and conclusion along with the combination of recommendation that will be useful for the research project and target audiences eventually.

2.1 Choice of the Topic and the Study Object

2.1.1 Choice of Topic

According to Fisher (2007, p. 31-32), it states that choosing the right topic is the crucial part for the dissertation. It should be interesting for the authors who are doing the research and the target audiences as well. The topic selection is focusing on “The Consumer Attitude towards an Innovation among Cafés in Thai Market”. We try to narrow down the main focus to consumer attitude coupled with the investigation on culture and market, which will lead to the proper marketing strategies development for innovation among cafés.

The narrowing down of focal area on café industry with the particular market in Thailand helps limit the research field, which is suitable for the time and capability of the authors to carry out this research project properly. Also, the accessibility of the scientific relevance of the research topic can help the target audiences in answering the research problem.

In addition, Fisher (2007, p. 32) mentions that the durability of the choice of topic is important. In other words, topic with its data collection should not face rapid change during the duration of research project. Since, the authors chose to work on customer attitude; it should not be interfered with the mentioned problem.

2.1.2 Choice of Organization

This research is based on the study of putting innovation (Thai desserts and western coffee) among café industry in Thai market. One of the most important reasons in selecting this organization is that there has never been a showcase of Thai desserts for sales in café in Thailand. In addition, there will be possibility in generating profitability from this industry in future as the authors already mentioned in the introduction part. The fact does show that the café and restaurant sector is sustaining a good growth rate. The outlook is becoming more positive with 3.2% growth in turnover expected annually during 2011–2012 (Smart Company, 2007)

Moreover, another important factor is that the authors, whose personal interest is in café industry with previous experiences in products and services from many café chains, hoping to find an opportunity to launch our own café business someday. Also, the idea of innovation among café and other concepts in this industry can be supported by academic research capability; then, café is considered as potential industry which contains possibility for our research topic.

2.1.3 Choice of Respondents

Since our research focuses on consumer attitude towards innovation and investigation on culture and market conditions of café industry in Thailand; hence, hence, the choice of convenient sampling respondents will be mainly launched to target customers as we distribute the online survey to our friends or friends of friends. Our target respondents are Thai

generation “Y”.

The characteristics of teenagers and young adults are optimistic, confident, and sociable. They prefer challenges, excitement and newness. They are not brand royal because the speed of the cyber world has led this generation be flexible and changing in its fashion and style consciousness more frequently than generation “X” (Genetics & Evolution, 2010).

These target segmentations, a new generation, are considered to be innovation adopters for our new trend of innovation between Thai Desserts and Western coffee among cafe which correspond to the main purpose of the questionnaire in learning the consumer attitude.

2.2 Research Design

According to research design, this chapter is essential because it indentifies the proper type of evidences required to answer the research question in the convincing way. “The function of a

research design is to ensure that the evidence obtained enables us to answer the initial question as unambiguously as possible”. Then, the master thesis needs a good design or

structure before starting to do empirical data collection and analysis. The authors have to follow the work plan details following the research design in order to complete the project. Research design normally includes issues of sampling, method of data collection and evidence from questionnaire, observation and document analysis, which should be logical and relevant to the research topic and research questions (nyu.edu, 2010). In other words, a good research design will lead to better quality of research project due to the proper investigation can draw a strong and convincing evaluation and conclusion that are worth answering to the research problem and research questions.

The research entitled “The Consumer Attitude Towards The Innovation Among Cafés In Thai Market”; then, the authors decided to do questionnaire as research method to collect data. The questionnaire employs both research approach of quantitative (inductive) and qualitative (deductive) in investigation, which will be adequate for determination and experiment. This is more practical than interviews in terms of time and location. Referring to time, the use of questionnaire is more suitable than interviews because we can collect data both in breadth by pre-coded questions and in depth through open-ended questions at the same time. The authors can access the information through the questionnaire which aims to determine attitude and behavior towards the innovation among cafés in Thailand. Referring to place, the authors plan to conduct the questionnaire mainly in Bangkok, Thailand, where is an area of the main target market for café industry. As we know that Bangkok is a place where many famous café chains offering their products and services to target customers. We also translated the questionnaire into Thai version in order to be convenient to respondents to make sure we can deliver the right message to them. In addition, we will launch the online survey to large random samples in Bangkok as we are now students in Sweden.

potential sources through historical data, research, analysis, survey and etc., which can be a step to find answers for research problem (p.104). Data resources are considered the important carrier for information. In addition, there are two main methods for collecting data; primary data and secondary data. The primary data is the way that the authors collect original data at hand for the research problem while the secondary data is the medium to collect data for a different purpose (by others) from ours.

Two types of data collection are needed in this project due to the validity, reliability and effectiveness in data evaluation process.

2.3.1 Primary data

The primary data is normally necessary when a researcher cannot find the data needed in the secondary data (UNESCAP, 2005). This research project is concentrated on primary data which is questionnaire that carries both qualitative and quantitative methods. The authors can collect data both in breadth by pre-coded questions and in depth through open-ended questions. The quantitative method of pre-coded questions can investigate on people‟s attitude and reason behind buying behavior for a particular product by letting respondents select one of the pre-stated answers in multiple-choice. The data regarding to the past evens or experiences can only be gathered by asking people who involved or remembered that particular events, which is considered scientific and suitable for research topic. This will be useful for statistical analysis (Ghauri & Gronhaug, 2010, p.100). Survey is an effective tool to get people‟s opinion and attitude.

According to this project, we have to conduct also the qualitative research which is unlike the qualitative research in terms of different knowledge perspectives and research objectives. Qualitative research is a mixture of the rationalness, intuition and exploration. The qualitative method of open-ended questions can uncover or investigate on people‟s experience, behavior, or phenomenon about which little is known by leaving blank space for respondents to put their answers. It is suitable when the research objective demands in-depth and insight of such phenomenon (Ghauri & Gronhaug, 2010, p.107). Referring to the research topic, we would like to put the innovation concept of Thai Desserts into Cafés; then, it is quite common for us to collect data through observation and interaction for the new concept of innovation. This type of research requires us to think abstractly, analyze situations, avoid biases, and obtain valid and reliable information for theoretical implementation in further stage (p.105).

Hence, we combine and use both types of research in the study of questionnaire, which will be more efficient and less time consuming for the authors.

The information is collected from the opinion of the target groups who stay in Bangkok. The data from questionnaire will be used to show “Consumer Attitude towards the Innovation among Cafés in Thai Market”. Questionnaire method will give useful information and also cover the answer from a large amount of respondents. The data will be used for supporting this thesis in terms of investigation on opinion, consumer behavior and market section. The authors can look for, ask about and collect data which depends on our research problem and research design. The primary data can give us the advantage on consistency of information for our research objectives and research questions (Ghauri & Gronhaug 2010, p.99).

2.3.1 a) Questionnaire Design

According to Fisher (2007, p.161-162), the questionnaire should be as short as possible and attractive to respondents. The questionnaire is divided into various parts to cover all issues needed for the research topic.

The questionnaire consists of 4 main parts: Part 1: Personal Information (demographics) Part 2: Consumer Behavior

Part 3: Market Factors

Part 4: Attitude towards Innovation

The questions should be placed in the right order. It should begin with the easy-to-answer and positive questions first to the difficult ones in order to be in consequence. Also, the questionnaire should be simple with concise language, and contain the consistency of the wording, which means the same word or phrase have to contain the same meaning throughout the questionnaire (Ghauri & Gronhaug, 2010, p.99).

There are many different types of questions used for investigating customers for different purposes. There are both pre-coded (surveying) and open (exploratory) manner. The authors used close-ended question due to it is easier for respondents to answer. Also, it is practical to collect data and interpret into statistics for analysis.

The authors also used Dichotomous Questions which offer two possible options for choosing under a clear-cut issue. This type of question is used at the beginning of Part 2: Consumer Behavior in the questionnaire in order to filter the respondents who have even been customers for café chains. There is a use of Multiple-Choice and Check Lists which provide respondents with three to five choices to choose. And, they are sometimes allowed to tick more than one answer (Fisher 2004, p.162). These can compare the views and experiences of many people; then, it is the easiest way to use choice approach. Likert Scales are used to examine people‟s opinion and attitude. There are five-point scales from one (disagree or strongly disagree) to five (agree or strongly agree).

Also, the questionnaire employs the medium of open approach, which allows the authors to look for new ideas. Then, this will be useful for the research project in terms of marketing mix for innovation.

2.3.1 b) Questionnaire Distribution

Since our target respondents are teenagers and young adults under the age range of 15 -34 years old – the so-called Generation “Y”. They are very technology wise with lots of energy, informal networks and fresh perspectives. They like an update communication channels (Genetics & Evolution, 2010). Hence, the authors intended to launch the questionnaire online for respondents through hyperlink available via famous social network service of Facebook and Twitter or e-mail. We chose to do online survey under the service of Google Spreadsheets which are considered the effective and reliable tool with manageable format. After the respondents submitting the questionnaire, the results of ideas and feedback will be collected in form of spreadsheets or excels for further implementing process with SPSS, a computer program used for statistical analysis, for analysis and conclusion chapter.

2.3.1 c) Sample Size

According to our research project, we need to determine the right sample size for the online survey in order to get the reliable result for the analysis and conclusion of the research topic. In determining the appropriate sample size, we need to determine other influencing factors, purpose of the study, population size, the risk of selecting “bad” sample and the allowable amount for error.

In addition, we need to consider factors of the level of precision and the level of confidence or risk, which need to be matured and specified to get the appropriate sample size (EDIS, 2009). This research project aims to target customers of Thai teenagers and young adults (under the age range of 15 -34 years old) who live in Bangkok, Thailand where most of café chains are located. This is because the average amount of Thai people are drinking coffee 200 cups per person/year and almost of key target groups are business man, students, officers, and etc who age between 15-34 years old (Kasikorn Research, 2003).

According to this, we need to use the strategies to determine the sample size for getting the proper sampling size for the target groups for online survey. The total population of Thai teenagers and young adults aged between 15 – 34 years old both male and female in Bangkok is 21,482,914 people from published tables (Popcensus, 2010). We selected and applied the approach of Taro Yamane‟s Formula in below details:

Figure 2: Taro Yamane’s Equation (Own Illustration) Source: (EDIS, 2009)

n = Sample Size N = Total Population E = Level of precision

The level of precision or sampling error, the range of estimated true value of population, should be within percentage points of +5% while the confidence or risk level should be approximately 95% of the sample values of the true population value for the normal distribution (EDIS, 2009). The calculation is shown below:

n = 21,482,914 1 + [21,482,914 * 0.052] n = 21,482,914 1 + [21,482,914 * 0.025] n = 21,482,914 53,708.285 n = 399.992

Therefore, the appropriate sample size of our target customers in Bangkok, Thailand for data collection from questionnaire is 399.992 ≈ 400 respondents for research project.

2.3.1 d) Limitation

There were some problems during the online survey conduct, data collecting or the research results as following details:

 The authors had launched the online survey to respondents via facebook both on wall post and message, and direct e-mail; however, some of them did not reply or receive our questionnaire notifications. This slowed down the speed of reaching the target sample size of 400 respondents.

 We could not control all age or gender of respondents to match with the target customers.

 There were some missing or incomplete questionnaires returned.

2.3.2 Secondary data

The secondary data are needed when the information from the primary data is not sufficient for analysis part in getting the proper answers for the research questions. It is useful not only to find supporting information to solve research problem areas, but also to explain more for a better understanding of the readers. In addition, secondary data can help forming a more concrete and focusing on research questions, and providing benchmarking measurement that can be compared with the results of the study at hand later on. (Ghauri & Gronhaug 2010, p.90).The other external sources can be books, journals, articles, online data, press releases, websites and etc. At the same time, some part of information also based on company records & annual reports of firms and organizations, including some literature reviews to enhance the value of findings. Textbooks can help the authors in orientating in a field of literature and they can be used as a source of references while journals and articles are the most up-to-date research and debates. Hence, the scope of the information can be different. Once we use the secondary data in this research project, the reliability of the information becomes our responsibility in conveying the audiences (Cooper and Schindler, 2001).

However, the standard of chosen sources is based on the truth worthy and reliable sources. The academic journals that were chosen as a reference will be mainly from Mälardalen University‟s library. Then, literature review will mainly come from search engine of Google scholar, LibHub and Inderscience as well as other web pages which contain a related topic.

2.4 Analysis Plan

Figure 3: The Overview of Operational Process of Research Method (Own Illustration)

The above figure illustrates the overall process of how the authors collected issues of survey and formulate the analysis in order to provide the appropriate recommendation of marketing mix for Thai Desserts among Cafés.

3. Theoretical Framework

Refer to the idea of Fisher (2007, p.120), the first stage in theorizing is to clarify the terms or concepts that you will use to describe the subject of research. The second stage provides a description of the relationship (i.e. a conceptual framework) between the concepts used. The third stage uses the conceptual framework to develop theories that explain the patterns and connections in research material.”

This chapter is to explain the meaning of the theories which are relevant to research topic. They help structure and formulate the modification and development of concepts for the dissertation. All theories and concepts will be mentioned and used in the different parts of analysis for the project. The selected theories are mainly from course books of Consumer Behavior and International Marketing.

Culture & Sub Culture

Attitude

Figure 4: The Theoretical Framework Model (Own Illustration)

According to figure 4, the feasible model is showing the complete process of how theoretical framework or the selected theories are related together as a whole. We use five variables above for determining on how they can influence and effect towards attitude of Thai customers. The authors select these factors, including the result of the questionnaires to support the idea of the authors and to create the credibility to this thesis.

3.1 Consumer Behavior

The main concept of Consumer Behavior book is the understanding of customer needs and wants, which is the major underpinning constructs of the marketing concept (Evans, Jamal & Foxall, 2009, p.2). At the same time, Consumer Behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process for both individual and in group (Kioumarsi et al., 2009).

Above paragraph can support that all humans have ability to serve their needs by searching, selecting, comparing and managing products or services which can fulfill their needs and wants well. Then, marketers need to study about the behavior of Consumer Behavior which will help them to know how to create the practical marketing strategies for business. As a result, marketers will know the method to satisfy their customers‟ needs. They will know how to solve their customers‟ problems about the behavior in purchasing decision in the effective way. Moreover, the key benefits of the study will help the marketers develop their marketing strategies, including the process of product development to continually improve their products and services to success in the future.

In this thesis, Consumer Behavior concept will support the information in the consumer part which relates to attitude, culture, sub-culture, social class, and value of the consumers to check how these factors effect to consumer purchasing decision for innovation (Thai Desserts) instead of Western bakery in general café chains.

3.1.1 Attitude

Attitude refers to the feelings or opinions of people towards something. This may refer to a feeling in negative or positive way. This can be supported by the sentence “Attitude is a

complex mental state which involves what one knows, one’s own feelings, values, and disposition to act in a certain ways. An Attitude refers to a predisposition to respond in a predictable manner to a stimulus. A personal attitude is a result of the learning of stimulus or object and thus an individual develops either like or dislike towards it. Stimulus can be anything from physical to social objects such as a brand, a person and a retail store”

(Louden & Bitta, 1993).

In simple term, attitude is a person‟s relatively consistent evaluations, feelings, and tendencies toward an object or idea. Attitude puts people into a frame of mind in liking or disliking things. In general, people have attitude regarding to almost everything such as food, drink, music and clothes (Kotler & Armstrong, 2008, pp. 144-145). At the same time, attitude is essentially stable structure and is not easily changed. It seems to be difficult and cost a lot to enterprise in changing attitude, so companies should try to fit products into existing attitude rather than attempt to change it (Louden & Bitta, 1993; Kotler & Armstrong, 2008 pp. 144-145).

Attitude components

The meaning of attitude can be seen that it consists of following details;

1. Composition cognitive (cognitive component): this consists of a person‟s beliefs or knowledge about an issue or an object. They reflect how the individuals perceive the case to be, even there is a mismatch between their beliefs and reality (Evans, Jamal & Foxall, 2009, p.67). This can refers to a part of attitude which is related to general know how of a person (Nova Bizz, 2011).

2. Elements of the feelings (affective component): this consists of a person‟s feelings or emotions about the issues of the objects. These feelings can be „positive‟ or „negative‟. These are based on the beliefs about the object that the individuals hold (Evans, Jamal & Foxall, 2009, p.68) or this part of attitude is related to the statement which affects another person(Nova Bizz, 2011).

3. Elements of the action potential (behavioral component): this consists of how the individual is likely to respond to the object based on what they know about it and how they feel about it (Evans, Jamal & Foxall, 2009, p.68). At the same time, the behavioral component refers to the part of attitude which reflects the intension of a person either in short run or in long run (Nova Bizz, 2011).

The reason why the authors chose the main idea of this concept is because the authors wanted to study about the attitude of Thai consumers toward Thai Desserts due to almost of cafés in Thailand regularly serve bakery as a pack with a cup of coffee (Edu Zones, 2007). This will be a good opportunity for new entrepreneurs who want to find the uniqueness for their business by adding new innovation or Thai Desserts instead of bakery which reflects to western culture. However, we can use questionnaire to find out the attitude of the target groups to support this part.

3.1.2 Cultural Factors

According to the main idea in the course book (Evans, Jamal & Foxall, 2009, p.198), it mentions that nowadays world is getting smaller in terms of travel, communication, trade and population movement. Nevertheless, more marketers are targeting more markets, which reinforces the importance of diversity of people and their different cultures. There are several topics which relate to research topic as follows;

Culture and Sub Culture Culture

The word „culture‟ has many descriptions and definitions in the literature. One of its meanings refers that culture is part of the external influences that impact the consumers. Culture represents influences that are imposed on the consumers by other individuals (USC Marshall, 2010).

Culture becomes the important factor that pushes business to success. Marketers should pay attention in the similarities and differences of culture. Because of the uniqueness among traditions, norms, customs, habits, attitudes and perceptions of customers may lead to different business profitability.

Culture is a fundamental influence on the need and behavior of people. The children can be influenced by values, perceptions, preferences and behaviors from the family members or other institutions e.g. school and etc. (USC Marshall, 2010).

At the same time culture can be divided into three components which the readers can notice below;

1. Cognitive elements and beliefs: they are what a society „knows‟ (and transmits from generation to generation) about the physical and social worlds and the way in which society works and its religious beliefs (Evans, Jamal & Foxall, 2009, p.199).

2. Value and norms: these inform how the majority in the society are expected to

behave. Non-normative behavior is how the individuals respond and react to these more generalized societal norms. (Evans, Jamal & Foxall, 2009, p.199).

3. Sign, signals and symbols: these include language and the variety of convention in a

society for conveying meaning in terms of language. It is sometimes said, jokingly, that the US and UK cultures are separated by a common language. (Evans, Jamal & Foxall, 2009, p.199).

All of above sentences mean that culture is a human‟s powerful tool for survival, but it is a fragile phenomenon. It is constantly changed and easily lost because it exists only in the minds. Including written languages, governments, buildings, and other man-made things are merely the products of culture. These things cannot call as a culture by themselves. For this reason, archaeologists cannot dig up culture directly in their excavations. The broken pots of ancient people are only material remains in reflecting cultural patterns - they are things that were made and used through cultural knowledge and skills. (Anthro Palomar.edu, 2006).

Sub Culture

In fact, diverse societies mean that people have come from many different parts of the world. They often retain much of their original or cultural traditions. As a result, they are likely to be part of an identifiable subculture in their new society (Anthro Palomar.edu, 2006). In each culture consists of many difference sub-cultures. This will lead to market segmentation and the way to design strategies of marketing mix (4 P's) which includes following details;

- Ethnicity and citizenship such as USA, UK, Thailand, China, Laos, and etc. - Religions such as Islam, Buddhism, Sikhism, and etc.

- Geographic areas such as North, Central, South and so on. (USC Marshall, 2010).

Culture and society is not the same. Culture, which is created and transmitted to others in a society, is consisted of learned behavior patterns and perceptions while societies are groups of interacting organisms. Culture is not the product of individuals but they are products for people interacting with each other. If you were the only human on earth, there would be no need for language or government. (Anthro Palomar.edu, 2006).

Social Class

Members of the society are divided into different levels based on variables such as income, occupation, wealth, housing, and etc., which can generally divided into three social class levels; upper class, middle class and lower class (USC Marshall, 2010).

Members in the same social class will have values, interests and behavior in a similar way. On the other hand, if the members come from the different levels of social class, it will make them to feel in the different ways. For example, the members of the upper class will use Brand name clothing, drive expensive cars (i.e. Benz, BMW, Jaguar) or play golf in their leisure activities, and etc. The followings are the main characteristics of social class.

- People who live in the same social class tend to behave the same. - People will be ranked both higher and lower in the social class.

- Social class can indicate the group of variables such as occupation, income, wealth and education rather than just one variable.

- Every person can change social class to be higher or lower in all parts of their life (USC Marshall, 2010).

Values

Values are criteria that the person or group use in deciding what not to do and what must be done to get the desirable results together. The research topic of “The Consumer Attitude towards the Innovation among Café in Thai Market” relates about western values (Bakery) and non- Western values (Thai Desserts or Innovation). Both Western values and non- Western values have different styles which can be understood easily by the figure number 4 (Social values continuum).

Connectedness Western

Individualistic, independent, separated

Ex Harley Davidson: ‘We don’t care how everyone does it … we prefer to go our own way.’

Separateness Non-Western Connected, interdependent, collective

Ex Fuji Bank: ‘Meeting the client needs is half the Story, meeting society’s needs is the other half.’

Figure 5: Social Values Continuum Source: (Evans, Jamal & Foxall, 2009, P. 203)

To enhance and prove the sentence “Western bakery can reflect the better image of targeting consumers than Thai Desserts in terms of personal style, taste and financial status”. The authors chose the concepts from consumer behavior book which relates about culture, sub culture, social class and value to do the research and find out all important information which relate with the research topic.

3.1.3. Marketing Mix

The Marketing Mix is tools or factors that control the business in order to serve and satisfy all needs and satisfaction of the target groups and to encourage the demand of products & services.

Figure 6: The Element of Marketing Mix Source: (Marketing Teacher, 2011)

Product

Product is the product or service which offers to the customers. This becomes the guidelines for the product to make it fit to the basic need of the target groups. There are two general ways for value added into product and service.

1.1 Products with a difference

By creating the differentiation, customers actually experience it easily from special features such as the appearance of safety and durability. This method will effect to the group of customers which has low competition (niche market).

1.2 Products with low price;

This means companies are willing to reduce the quality in some non-critical down; for example, the quality or the quantity of the products. (Nanosoft, 1999)

Price

Pricing decisions should be taken into account of profit margins and the probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options like leasing (Quick MBA, 2010).

Place (Distribution)

Place (or placement) decisions are those associated with channels of distribution that serve as the means for getting the product to the target customers. The distribution system performs transactional, logistical, and facilitating functions.

Distribution decisions include market coverage, channel member selection, logistics, and levels of service (Quick MBA, 2010).

Promotion

Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of customers in order to determine whether additional customers are worth the cost of acquiring them or not.

Promotion decisions involve advertising, public relations, media types, etc. (Quick MBA, 2010).

The authors chose this concept of Marketing Mix (4 P‟s) to support and to answer the authors‟ idea of “There is much more offering of Western bakery with Western coffee in regards of 4P‟s than Thai Desserts, which effects consumer behavior in purchasing decision”. By collecting 400 copies of questionnaires calculated from the sample size formula, this is to make sure that this thesis will rely on the true information and be sustained in the future (Fisher, 2007, p.175).

3.1.4 SWOT

Figure 7: SWOT

Source: (Creative Streak, 2010)

SWOT analysis is a tool to assess the situation which can help the administrators to determine the strengths and weaknesses that come from internal environment including opportunities and threats from external environment as well as the factors that will impact to the organizations.

S “strengths”: the strength which comes from internal factors. The benefits will arise

from the internal environment of the organization such as the strength of finance, manufacturing or human resource. The company needs to take advantage of the strengths to create the marketing strategies (Stfrancis.edu, 1999).

W “weaknesses”: the meaning of weakness derives from the internal factors of the

organization such as problems or defects that arise within the companies. The organization must find the solution to solve the problems (Stfrancis.edu, 1999).

O “opportunities”: opportunities are caused by external factors. The result comes

from the external environment that supports the process which can create benefit to organization's operations. The differences between „opportunities‟ and „strengths‟ is „opportunities‟ come from external factor but strengths come from the internal factor. Good

marketers will always look for opportunities and take the advantage of that opportunity (Stfrancis.edu, 1999).

T “threats”: threats refer to the difficulties which come from external factors or the

limitations caused by the external environment. The business is required to adjust marketing strategies accordingly and try to eliminate the obstacles that arise (Stfrancis.edu, 1999).

To find out the reason about “Can the innovation change the attitude and eating habit trend of target customers or not? ”, SWOT will help the authors to analyze strengths, weaknesses, opportunities and threats of the innovation or Thai Desserts that would be effective in cafés or not. Some part of the questionnaire, which is the main primary data, will support the thesis in making it more reliable to use for café business in future.

4. Critical Literature Review

The main purpose of this chapter of literature review is to find the broader perspective of relevant data for the research topic; then, the authors selected critical literature review focusing on the research areas in order to support reliability throughout the project in terms of data, analysis and interpretation.

4.1 Method for the Literature Review

The authors chose the critical literature review for research areas from the various databases with specified keywords as following details:

Keywords:

 Culture, Cross culture, Eastern & Western

 Attitude & Consumer Behavior

 Food, Coffee in Thai Market, International Café

 Innovation

 Marketing Strategies for Innovation

 Thai eating habits

Databases and Websites

We searched Journals, Academics Articles, Books, Dissertations and other related websites that published or available online through electronic resources of Mälardalen University‟s library from existing academic databases or facilities as follows:

 ABI/INFORM Global

 Libhub database

 Google Scholar

 Inderscience and etc.

Then, we finally got two journals from the website of Google Scholar, one journal from the website of Inderscience and one journal from Libhub, which will be used differently depending on the purpose of research.

4.2 Mapping and Describing the Literature

Literature Mapping

Culture and Values:

Thai Eating Habits & Social Class Structure

Competitive Advantages of

Innovation

Eastern & Western Consumer‟s Attitude towards

Innovation (Thai desserts & western coffee) Driving Café

to Success

SWOT

Marketing Mix (4P‟s)

Figure 8: A Map of Chosen and Potential Literature Search (Own Illustration)

According to figure 8, it portrays the downsizing focus on the literature concepts relevant to the project. It shows the process how variables are linked and connected to each other. The variables of Thai eating habits & social class structure and culture & values of eastern and western will let us determine the customer‟s attitude towards innovation and consumer behavior concerning to eating habits. Also competitive advantages of innovation coupled with marketing strategies development will lead to the proper marketing mix (4P‟s) for innovation (Thai Desserts & Western coffee) driving cafés to success.

4.3 Critical Argument of Chosen Literature

This part sums up the themes, main concepts or ideas of chosen literature which will be useful in supporting the analysis part of the project.

Creating the Innovation Culture

Refer to idea of Langdon Morris, the innovation culture is likewise an expression of people, their past, and their current beliefs, ideas, and behaviors. They make innovation happen, and they do so consistently over time. The necessity of innovation is now universally accepted, but beyond their enthusiasm for bright ideas. Most leaders know that to be successful over the long term, they have to develop a strong innovation culture.

The information from paper does support in almost cultures in the world. Culture can show the reflection of the beliefs and behaviors of people in such time, as well as the history that shaped them. The paper shows that it is not easy to create the innovation culture. On the other hand, the paper support that the purpose of innovation is precisely creating a particular form of variation, which is valuable novelty.

As same as in café business, there is a high competitiveness in this industry. All marketers should try to develop their strategies and create new innovation to improve their business. This literature can support the idea of innovation culture that will make this thesis contain more reliability (Morris, 2007).

Values and adoption of innovations: a cross-cultural study

This literature review is about the detail of value and adoption of innovation. The adoption process for new products varies from one individual to another according to characteristics such as demographics (age, place of residence, etc.), socioeconomics (salary, social class, etc.), psycho-graphics (personality, open-mindedness, etc.) and culture (value system,

It focuses on cultural values because the process of how to human adopt new product is also influenced by the system of values. Values can explain about the social and culture on how innovativeness effect to national, cultural and social boundaries.

The information from this study will support this thesis in terms of the perception and adoption of consumer through innovative product. This paper also prove the authors‟ opinion about how value effect to human attitude (Daghfous, Petrof & Pons, 1999).

The specialty coffee shop market – are today’s consumers demanding more than store ambience and good coffee from their consumption experience?

Since the early 1990s leading specialty coffee shop chains have provided a lucrative market for investment and during the early part of this decade, despite the worst recession occurring since the war, coffee shop chains managed to prosper and make substantial profits. However evidence does suggest that there are a number of challenges now facing the industry. This paper represents an initial investigation into how financially sensitive specialist coffee shop chains are in an economic downturn.

Specialty coffee shops are attracting younger consumers. In the other hand, an innovative strategies; for example, the inclusion of a cyber café may also contribute towards price, not exerting an influence over purchase intent. Even specialty coffee shops have felt the pinch and created more added value, which would justify the higher prices charged by leading coffee shop chains. Equally, managers also understand that trading in the current market place is demanding and that more promotions are necessary to both entice and maintain interest and satisfaction levels. Research suggests that in order to sustain growth, leading coffee shops should continue to train and offer quality coffee and food to the consumer (Ryding, 2011).

This paper can prove that innovation becomes important in business in present time. To create uniqueness of product and service, marketer should concern about all detail in deep including production process, decoration even though promotion. The procedure of the paper can encourage this thesis in the part of “Attitude towards Innovation among café”.

Not `From Scratch’: Thai food systems and `public eating’

There are many academic papers studying about the pattern of eating habit of Thai consumers and social class structure in Thailand. We found out that this potential journal of Yasmeen can help the authors outline the scope of the research.

This paper explains Thai urban way of „eating out‟ or Thai consumers‟ habit of consuming and purchasing outside the home. It is another attempt to show the complex maze of Thai food ways in transition. A traditional way of consumption is replaced by the industrial food system shown in various retailing stores, which indicates the changing pattern of eating habit of Thai consumers from traditional food and beverage to stimulating demand of specialty offers; for example, few „traditional‟ coffee carts have been replaced by both local and international café chains like Starbucks. Also, there is the combination of changing gender relationships, household dynamics and social class.

Yasmeen wants to address Thai eating habit of prepared food in public places – the so-called „sidewalks‟ and increasing number of indoor spaces such as institutions, shopping complexes and offices, with the emphasis on the gender roles and foodways. The pattern of food retailing in Bangkok, the system of public markets, and the changes of distribution channel over the past 20 years, which enhance the understanding of how café chains become trend in Thailand, especially in Bangkok. This can support the project in terms of the gender involvement and target aged group for innovation of Thai desserts and coffee. (Yasmeen, 2000, p.341-350)

4.4 Overview of Chosen Literature

Author Year Title Literature

Types Source

John V. Petrof, Frank Pons

1999 Values and adoption of _{innovations: a cross-cultural} study Journal Of Consumer Marketing Google Scholar

Langdon Morris 2007 Creating the Innovation Culture Journal Of Academics Google Scholar Daniella Ryding 2011

The speciality coffee shop market – are today‟s

consumers demanding more than store ambience

and good coffee from their consumption experience? Journal Business and Globalisation Inderscience Gáisele Yasmeen 2000

Not `From Scratch‟: Thai food systems and `public eating‟

Journal of Intercultural Studies

LibHub

5. Empirical Finding

This chapter generates the data collection mentioned in the research methodology. There is a collection of both primary data, which is the survey results at hand gathered from the online questionnaire, and secondary data, which is the relevant data and information from the websites or other potential databases, in below context. These will help support and answer research problems.

5.1 Research Results (Primary Data)

To find the information on customers‟ culture & sub-culture, value, SWOT of Thai desserts and attitude, the authors did distribute the online questionnaire totally to 412 respondents. However, there were 33 incomplete questionnaires, hence, our analysis are based on the 379 complete surveys which are considered as 92% of total. The information in this chapter is based on the result of the survey which is divided into 4 main parts: personal information, consumer behavior, market factors and attitude towards Thai desserts

For demographics, market factors, value, culture & sub-culture are based on the statistical techniques of frequency and mean, social class based on mean and ANOVA, marketing mix based on mean and t-test, and SWOT based on mean and multiple regression.

5.1.1 General Information of Respondents

This part of research results is useful for the authors for analysis in terms of demographics of the target customers which are Thai teenagers and young adults

Frequency Percent Valid Percent Cumulative Percent Valid Less than 15 years

16-25 years 26-35 years 36-45 years Total 3 .8 .8 .8 281 74.1 74.1 74.9 87 23.0 23.0 97.9 8 2.1 2.1 100.0 379 100.0 100.0

Figure 10: The Percentage of the Respondents’ Age Source: Own Illustration formulated by SPSS

First, the respondents were asked about their age ranges which are categorized into 4 groups. Most of the respondents are in age range of 16-25 year-old which is 74.1% as shown in the figure 10 above. The second is 26-35 years old which is 23%, which is followed by the 2.1% of age between 36-45 years old. And, the rest is the smallest group of respondents who aged less than 15 years which is 0.8% of overall. Then customers who aged 16-35 years of teenagers and young adults are our main target groups as mentioned in the report.

Frequency Percent Valid Percent Cumulative Percent Valid male female Total 41 10.8 10.8 10.8 338 89.2 89.2 100.0 379 100.0 100.0

Figure 11: The Percentage of the Respondents’ Gender Source: Own Illustration formulated by SPSS

Figure 11 indicates that most of the respondents are female which takes 89.2% while male is only 10.8%

Frequency Percent Valid Percent Cumulative Percent Valid Junior high

school High School Diploma Bachelor's degree Master's Degree Total 2 .5 .5 .5 38 10.0 10.0 10.6 6 1.6 1.6 12.1 264 69.7 69.7 81.8 69 18.2 18.2 100.0 379 100.0 100.0

Figure 12: The Percentage of the Respondents’ Education Source: Own Illustration formulated by SPSS

In terms of frequency, most of our respondents are educated people under Bachelor's degree and Master's Degree (67.9% and 18.2%) while others are High School, Diploma and Junior high school

Frequency Percent

Valid

Percent Cumulative Percent Valid Student State Employee Public Employee Business Owner Total 231 60.9 60.9 60.9 82 21.6 21.6 82.6 18 4.7 4.7 87.3 48 12.7 12.7 100.0 379 100.0 100.0

Figure 13: The Percentage of the Respondents’ Profession Source: Own Illustration formulated by SPSS

According to the figure number 13, the profession is separated into 4 groups of student, state employee, public employee and business owner. The figure shows that most respondents are students (60.9%), comes up with state employee (21.6%), business owner (12.7%) and public employee (4.7%).