Behavior of Use of Places Selling Alcoholic Beverages around Tertiary Education Institutions in the Area of Chonburi Province

Abstract

          This research aims 1) to study Personal factors 2) to study Service usage behavior 3) to study Consumer psychological factors that affect behavior 4) to study the relationship of personal factors and research the behavior of using services at places selling alcoholic beverages around universities and colleges in the area of Chonburi province. The psychological factors included motivation, perception, learning, and attitude, whereas the personal factors were gender, age, status, level of education, occupation, and income. There were 400 education students in Chonburi province who had experiences in drinking at alcohol-selling locations near campuses. Data were collected by using a questionnaire. Data gathering methods also used quota randomization and exploratory data analysis. The data were analyzed using descriptive statistics: frequency, mean, percentage, standard deviation and using inferential statistics, namely multiple regression analysis.

          The results of the study found that 1) personal factors Most of the respondents were male, 219 people, aged 20-24 years, 2) behavior of service use: Most of the respondents used places that sell alcoholic beverages, once a week, average service time per session is 3 hours or more, and the time of use of the service 21.01 - 22.00, 3) Psychological factors of consumers that affect behavior include motivation, most respondents like the atmosphere of the shop, music and friendly staff, 4) the relationship between personal factors, gender, education level, and income, is related to behavior in using places that sell alcoholic beverages. Statistically significant at the 0.05 level, psychological factors were found to include motivation, news perception, learning, and attitude and behavior in using the services of places that sell alcoholic beverages with statistically significant at the 0.05 level.