A study of consumers’ understanding, attitudes, and

A STUDY OF CONSUMERS’ UNDERSTANDING,

ATTITUDES, AND BEHAVIOR TOWARDS SUGAR

CONTENT IN SOFT DRINKS

BY

MR. PEERASIT HORSAENGCHAI

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE

OF MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2018

COPYRIGHT OF THAMMASAT UNIVERSITY

Ref. code: 25616002040480LTQ

A STUDY OF CONSUMERS’ UNDERSTANDING,

ATTITUDES, AND BEHAVIOR TOWARDS SUGAR

CONTENT IN SOFT DRINKS

BY

MR. PEERASIT HORSAENGCHAI

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE

OF MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2018

COPYRIGHT OF THAMMASAT UNIVERSITY

Ref. code: 25616002040480LTQ

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Independent Study Title A STUDY OF CONSUMERS’

UNDERSTANDING, ATTITUDES, AND

BEHAVIOR TOWARDS SUGAR CONTENT IN

SOFT DRINKS Author Mr. Peerasit Horsaengchai

Degree Master of Science Program in Marketing

(International Program)

Major Field/Faculty/University Faculty of Commerce and Accountancy

Thammasat University

Independent Study Advisor Professor Paul G. Patterson, Ph.D.

Academic Years 2018

ABSTRACT

This research had as its objective to study consumers’ attitudes toward sugar

and soft drinks, understanding of consumers related to recommended sugar

consumption and influential-situation factors affecting consumers’ soft-drink-

consuming behaviour. The independent factors of this research were demographic and

psychographic data of 225 soft-drink consumers, age 25 to 45 years old who consumed

a soft drink at least once a month. The data analysis in the study analysed the

demographic and psychographic factors in light of the objectives. Then, all three

objectives were analysed to check for relationships with the soft-drink-consumption

rate. According to the study, results showed that health consciousness of consumers

was a factor that related to soft-drink consumption. Moreover, situations in which the

consumer needed sugar or a soft drink as a solution led to more soft-drink consumption.

Keywords: Soft Drink, Sugar, Consumer Behaviour

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ACKNOWLEDGEMENTS

First, I would like to acknowledge Professor Dr. Paul G. Patterson of the

University of New South Wales, Australia, who was my advisor for the independent-

study project. Without his encouragement, advice, and experience that have supported

me from the beginning, this success would not happen. Next, I would like to thank you,

my family, for helping me in hospitality. With their generosity, kind heart, and

understanding, I never had to worry about the family relationship. Thus, I could put all

my effort into making this research the best it could be.

Moreover, I would like to acknowledge Assoc. Prof. Dr. James E. Nelson of the

University of Colorado for his reliable advice that made this research better than I could

ever imagine. Furthermore, I would like to thank you, staffs of Thammasat Business

School, who facilitated all tools and resources making this research complete.

Last but not least, I would like to thank you, my friends and all participants in

my research, who sacrificed time and contributed to making this research complete.

Mr. Peerasit Horsaengchai

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TABLE OF CONTENTS

Page

ABSTRACT (1)

ACKNOWLEDGEMENTS (2)

LIST OF TABLES (7)

LIST OF FIGURES (8)

CHAPTER 1 INTRODUCTION 1

1.1 Problem Statement 1

1.2 Research Objectives 2

1.3 Conceptual Map 3

CHAPTER 2 REVIEW OF LITERATURE 4

2.1 Thailand’s Soft-Drinks Industry Overview 4

2.2 Sugar’s Relation to Diseases 4

2.3 Thailand Had Problems from Sugar Overconsumption 5

2.4 Eighty Percent of the Thai People Consumed Carbonated Drinks 5

2.5 Activities and Behaviour Leading to Excess Sugar Consumption 5

2.6 Recommended Free-Sugar Consumption Rate from the

World Health Organization 6

2.7 Recommended Sugar Consumption for Each Age of Thai People 6

2.8 The Theory of Planned Behaviour 7

2.9 Literature Summary 7

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CHAPTER 3 RESEARCH METHODOLOGY 9

3.1 Research Methodology 9

3.1.1 Exploratory Research 9

3.1.1.1 Secondary Research 9

3.1.1.2 In-depth Interview 9

3.1.2 Descriptive Research 10

3.2 Sampling Plan 10

3.3 Data Collection 10

3.4 Data Analysis 11

3.4.1 Objective 1 Analysis Planning 12



3.5 Theoretical Framework 15

CHAPTER 4 RESULTS AND DISCUSSION 16

4.1 Key Results from In-Depth Interview 16

4.1.1 Attitude toward Sugar Consumption 16

4.1.2 Attitude toward Soft Drinks 16

4.1.3 Soft-Drink-Consumption Behaviour 16

4.1.4 Awareness of Soft Drinks 17

4.2 Key Result from Descriptive Research 17

4.2.1 Respondents’ Profile 17

4.2.2 Analysis of Attitude toward Soft Drinks and Sugar

Consumption and Soft-Drink Consumption in a Week 18

4.2.2.1 Correlation Analysis, Factor Analysis, and

New Segmentation of Attitude toward Soft-Drink Consumption 18


New Segmentation of Attitude toward Sugar Consumption 20

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4.2.3 Analysis between Influential-Situation Factors of Soft-Drink

Consumption and Soft-Drink Consumption in a Week 22


New Segmentation of Influential-Situation Factors of

Soft-Drink Consumption 22

4.2.3.2 Ordinal Regression Analysis between the Attitude

Factors, Influential-Situation Factors, and Understanding of

Consumers and Soft-Drink Consumption in a Week 24

4.2.4 Analysis between Demographic and Psychographic Data

and Soft-Drink and Sugar Consumption 28

4.2.4.1 One-Way ANOVA Analysis between Demographics

and Attitude toward Soft-Drink and Sugar Consumption 28

4.2.4.2 Correlation Analysis between Psychographic Data

and Soft-Drink and Sugar Consumption 31

4.2.5 Analysis between Demographic and Psychographic Data

and Understanding of Consumers to the Proper Amount of Sugar

Consumption 32

4.2.5.1 Cross Tabulation (Pearson Chi-Square) Analysis

between Demographic Data and Understanding of Consumers

of the Proper Amount of Sugar Consumption 33

4.2.5.2 Cross Tabulation (Pearson Chi-Square) Analysis

between Psychographic Data and Understanding of

Consumers about the Proper Amount of Sugar Consumption 33

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 34

5.1 Conclusions 34

5.2 Recommendations 35

5.3 Limitation of the Study 35

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REFERENCES 36

APPENDICES

APPENDIX A Questionnaire for Descriptive Research 37

APPENDIX B Demographic Data of the Respondents 43

BIOGRAPHY 46

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LIST OF TABLES

Tables Page

2.1 Recommended Sugar Consumption for Each Age 7

3.1 Sampling Plan of the In-Depth Interview and Questionnaire 11

4.1 Result of Correlation Analysis between Attitudes toward

Soft Drinks Showing Significant (2-Tailed) Value 18

4.2 Result of Factor Analysis between Attitudes toward Soft Drink 20

4.3 Result of Correlation Analysis between Attitudes toward

Sugar Consumption Showing Significant (2-Tailed) Value 21

4.4 Result of Factor Analysis between Attitudes toward Sugar Consumption 21

4.5 Result of Correlation Analysis between Influential-Situation Factors

of Soft-Drink Consumption Showing Significant (2-Tailed) Value 22

4.6 New Situational Segments from Factor Analysis 23

4.7 Result of Ordinal Analysis between Attitudes, Understanding of

Consumer, and Influential-Situation Factors and Soft-Drink

Consumption in a Week 24

4.8 Model Fitting and Goodness of Fit of Ordinal Regression 25

4.9 Result of Ordinal Analysis between Attitudes,

Understanding of Consumer, and Influential-Situation Factors

and Soft-Drink Consumption in a Week 25

4.10 Results of One-Way ANOVA Analysis between Demographic Data

and Soft-Drink and Sugar Consumption (p-value < 0.05) 28

4.11 Result of One-Way ANOVA Analysis between Occupation and

Attitude toward Soft-Drink and Sugar Consumption (p-value < 0.05) 30

4.12 Result of One-Way ANOVA Analysis between Health Issue

and Attitude Towards Soft Drink and Sugar Consumption (p-value < 0.05) 31

4.13 Result of Correlation Analysis between Psychographic

Factors and Soft Drink and Sugar Consumption Attitudes 32

4.14 Result of Cross Tabulation (Pearson Chi-Square) Analysis between

Psychographic Factors and Understanding of Consumers Factors 33

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LIST OF FIGURES

Figures Page

1.1 Conceptual Map of the Research 3

3.1 Data Analysis Planning of Objective 1 12



3.4 The Structure of the Theory of Planned Behavior 15

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CHAPTER 1

INTRODUCTION

1.1 Problem Statement

Sugar is one of the dangers to human health. Consuming too much sugar

can cause health problems, such as obesity and type 2 diabetes (Diabetes, 2018). Sugar

can be mixed latently in foods and beverages. Consequently, consumers cannot estimate

the amount of sugar they have consumed.

Soft drinks are one of the products with high sugar content. To sweeten the

drinks, manufacturers add free sugar to them for taste. However, the added sugar

becomes a source of sickness for regular soft-drink consumers. To prevent

overconsumption of sugar, the World Health Organization (2015) announced a rate of

recommended daily sugar consumption. The recommendation was below 25 grams per

day, or six teaspoons. Many countries applied the recommendation, including Thailand.

In 2017, Thai people consumed 28 teaspoons of sugar, which is four times

higher than the World Health Organization (WHO) recommendation (Pisuthipan,

2017). She also reported that Thailand already had 16 million obese people. According

to Khomchadluek Online (2018), news reports say that 79.6% of Thai people consume

carbonated drinks, and 41.5% of those consumers consume them every week

(Khomchadluek Online, 2018). Thus, soft drinks could be considered one of the critical

factors among Thai people facing diseases from consuming sugar.

Thailand also has soft-drink manufacturers, such as Coca-Cola (Thailand)

Ltd., Boon Rawd Brewery Ltd., Serm Suk PCL, Nestle (Thai) Ltd. and Pepsi-Cola Co.,

Ltd. (Euromonitor International, 2018). For the soft-drink industry, categories of sugar-

sweetened products include carbonated drinks, juices, ready-to-drink coffee, ready-to-

drink tea, sports drinks and energy drinks, and the sugar proportion of those soft drinks

is mostly considered to be very high.

Therefore, Thailand now faces the health of Thai people being in danger.

Many organizations try to promote Thai people reducing sugar intake; however, most

Thai people still consume sugar at a high level. Thus, resources for strategy-making are

needed for more effective action.

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1.2 Research Objectives

This research was conducted as a contemporary topic in applied marketing

by focusing on the health problem in Thailand. The research focused on studying the

attitudes, behaviour, and understanding of consumers with respect to sugar in soft

drinks. Moreover, this research analyses the relationship between the consumer’s

demographic and psychographic characteristics and factors that could benefit any

organization or individual who wants to reduce the risk of Thai people from excessive

sugar consumption. The research will be conducted according to the objectives as

follows:

1. Study attitudes of consumers toward sugar in soft drinks.

1.1 Study consumers’ attitudes toward sugar consumption.

2. Study understanding of consumers of the proper amount of sugar consumption

2.1. Identify awareness of the recommended amount of sugar

consumption.

2.2. Determine consumers’ knowledge of health problems caused by

sugar consumption.

2.3. Identify consumers’ awareness of sugar content in consumed soft

drinks.

3. Study influential-situation factors’ effect on consumers’ soft-drink-consumption

behaviour.

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1.3 Conceptual Map

Figure 1.1. Conceptual Map of the Research

First, the research studied the relationship between consumer demographic

and psychographic characteristics and the consumer’s attitude, understanding and

influential situation. The demographics and psychographics were independent variables

(IV); on the other hand, the attitude toward sugar in soft drinks, awareness of sugar in

soft drinks and sugar-consumption recommendations were dependent variables (DV).

Then, the attitude toward sugar in the soft drink, awareness of sugar in soft drinks and

sugar-consumption recommendations and situational factors were also studied as IV,

for their relationship to the final sugar-consumption rate. This conceptual model should

enable identification of linkages between the consumers and the factors that affect the

soft drink consumption.

Attitude toward Sugar

in Soft Drink

Awareness toward

sugar in soft drink and

sugar consuming

recommendation

Situational Factors

Soft Drink

Consumption in a

Week

Demographic and

Psychographic Data

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CHAPTER 2

REVIEW OF LITERATURE

2.1 Thailand’s Soft-Drinks Industry Overview

Euromonitor International (2018) reported that the market size of the soft-

drinks industry in Thailand in 2017 was 10,292.8 million litres, or 277,495.2 million

baht. The market could be divided into two segments—off-trade market and on-trade

market—which accounted for 7,476.9 million litres (193,893.3 million baht) and

2,815.9 million litres (83,602 million baht), respectively. Product categories included

in the market were bottled water, carbonates, concentrates, juice, ready-to-drink coffee

(RTD coffee), ready-to-drink tea (RTD tea), and sport-energy drinks. The market was

reported to have grown from 2016 figures by 1.6%.

For the relative impact on the industry, Euromonitor International (2018)

reported that Thai consumers have had exposure to the international trend of health

consciousness by way of the Internet and other media. Thus, Thai consumers had more

awareness of nutritional contents of the product. Moreover, in September 2017, the

Thai government implemented a sugar excise tax. Consequently, many manufacturers

had to launch new products to convince consumers of the healthier benefit and to fight

the fee for ‘Healthier Choice’ certification.

2.2 Sugar’s Relation to Diseases

The journal Diabetes (2018) states that many researchers indicate that

regular consumption of sugary drinks raises risks of having a disease such as obesity,

heart disease and type 2 diabetes. Moreover, one of the critical problems with sugary

drinks is that they rapidly increase sugar levels in the blood. Another problem is that

the sugary drinks give consumers no other values except energy. As a result, sugary

drinks are a cause of weight gain.

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2.3 Thailand Had Problems from Sugar Overconsumption

Pisuthipan (2017) reports that Thais consumed 28 teaspoons of sugar daily,

more than four times the WHO recommendation. He also published some interesting

statistics from Dr. Napaphan Viriyautsahakul, namely, one-fifth of Thai school kids

consume sugary beverages every day. Moreover, one-third of Thai kids will likely grow

to become fat teens, and two-thirds of the obese teens will grow to become fat adults.

According to a report from the National Health Commission Office of Thailand, Thai

Health Promotion Foundation, and Mahidol University's Institute for Population and

Social Research, Thailand had 16 million obese people in 2014 (Pisuthipan, 2017).

2.4 Eighty Percent of the Thai People Consumed Carbonated Drinks

Khomchadluek Online (2018) reports statistics, based on data collected by

Super Poll about carbonated-drink consumption of the Thai people, namely, that 79.4%

of Thai consumers drink carbonated beverages. For young adults aged 14–24 years old,

83% consumed carbonated drinks. Then, 77% of adults aged 25–45 years old consume

carbonated drinks. Finally, 50% of seniors, aged more than 46 years old, consume

carbonated drinks.

For consumption frequency, Khomchadluek Online (2018) reported that

41.5% of Thais consume carbonated drinks every week, and 37.9% of Thais consume

them in some weeks. Finally, 20.6% of Thais do not drink carbonated drinks.

2.5 Activities and Behaviour Leading to Excess Sugar Consumption

Ungchusak (2012) mentions that marketing, advertisement, enhancing

local manufacturing and ease of accessibility causes increasing sugar consumption.

Furthermore, consumers also are addicted to the sweet taste. She also mentions that the

activities of consumers could encourage sugar consumption. For example, watching

television or computing, and having a meal in a restaurant could lead consumers to

drink sweetened beverages. Last but not least, skipping breakfast was one of the factors

that increases consuming sugar. Because breakfast makes the body metabolize

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normally, skipping the morning meal makes the body crave more energy, which leads

to overconsumption of sugar. (Ungchusak, 2012).

Khomchadluek Online (2018) also reports collecting statistics in 2018 from

Super Poll about factors that led to carbonated-drink consumption. Results from the

statistics show that hot weather or thirst was the most critical factor making the Thais

drink carbonated drinks. On the subject of ‘reason of use,’ the statistics show that

38.60% of Thais consume the beverages because of freshness, 31.5% because of sparkle

and taste and 19.1% of Thais admitted that they drank because of addiction.

2.6 Recommended Free-Sugar Consumption Rate from the World Health

Organization

The World Health Organization (2015) recommends reducing intake of free

sugars to less than 10% of total energy, or below 25 grams (6 teaspoons) for children

and adults. The World Health Organization (WHO) mentions that free sugar refers to

sugar monosaccharide and sugars disaccharide that manufacturers added to beverages.

Examples of sugars monosaccharide were glucose and fructose, and examples of sugars

disaccharide were sucrose and table sugar (World Health Organization, 2015).

2.7 Recommended Sugar Consumption for Each Age of Thai People

Lovefitt is a Thai website that focuses on health contents. Lovefitt (2018)

recommends a proper sugar consumption per day for Thais as shown in Table 2.1. The

website also gives an explanation that ‘teaspoon’ means a measuring spoon. The

amount of sugar could be estimated by sight; one teaspoon could be estimated as equal

to the size of the tip of thumb, and that one teaspoon provides 15–20 kcal (Lovefitt,

2018).

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Table 2.1

Recommended Sugar Consumption for Each Age

Children (male/female) age 6–13 years old Four teaspoons

Teenagers (male/female) age 14–25 years old Four teaspoons

Adults (female) age 25–60 years old Four teaspoons

Adults (male) age 25–60 years old Six teaspoons

Seniors (male/female) age > 60 years old Four teaspoons

Heavily working people (male/female) Eight teaspoons

2.8 The Theory of Planned Behaviour

Ajzen (1991) says that intention to perform a behaviour could be predicted

from the attitude toward the behaviour, subjective norms and perceived behaviour

control (see Figure 1 for the structure of the Theory of Planned Behaviour). The attitude

toward behaviour refers to the degree of favourable evaluation that a person has. The

subjective norms refer to a desirable degree of social pressure toward performing the

behaviour. The perceived behaviour control relates to the difficulty of implementing

the behaviour. The more favourable the three factors are, the stronger a person’s

intention is to perform the behaviour. Even though a person can act out of will, there is

still some factor called actual behaviour control that affects performing the behaviour.

The real behaviour control could be a nonmotivating factor such as money, skills, time,

and organization.

2.9 Literature Summary

Soft drinks in Thailand have an enormous market size, representing the

high consumption rate of the Thai people. Moreover, many sources also support the

perception that the Thais love to consume sweet beverages, including soft drinks.

Unfortunately, consuming sweetened beverages gives a contrasting result to that

obtained by consuming healthy foods. Overly consuming sugar leads to many health

problems, such as type 2 diabetes and obesity. Thus, the WHO had researched and

announced the recommendation of sugar-consumption guidelines for health benefits.

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Sadly, the Thai people had consumed far more sugar than the WHO

recommendation. Consequently, this research will study the attitude and behaviour of

the Thai people by using the Theory of Planned Behaviour. By applying the concept of

the theory, insightful results are expected, which can bring benefits to relevant

organizations to help improve the health of Thai people.

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CHAPTER 3

RESEARCH METHODOLOGY

3.1 Research Methodology

The research was conducted to capture all objectives, including the three

main objectives: studying the attitude of consumers toward sugar in soft drinks;

studying the understanding of consumers of the proper amount of sugar consumption

and studying influential-situation factors affecting consumers’ soft-drink-consumption

behaviour. The study started with implementing exploratory research for guiding

descriptive research. In exploratory research, two methodologies are implemented:

secondary research conducted by finding information through journals, books, and the

Internet; and an in-depth interview. After the exploratory research, descriptive research

was conducted using a questionnaire. Finally, the result of the study was analysed with

the program ‘Statistical Package for the Social Sciences’ (SPSS) to apply statistical

analysis and report the findings.

3.1.1 Exploratory Research

3.1.1.1 Secondary Research

The secondary research was the initial research conducted. The

purpose was to study the market situation of the soft-drink industry in Thailand.

Moreover, the research also investigated Thais’ health condition, focusing on health

status related to sugar and soft-drink consumption. Furthermore, the research extended

to consumption behaviour of Thai people. The data was collected from journals, books,

and the Internet, to generate a basic concept and understanding of Thai soft-drink

consumers, used to provide proper in-depth interview questions.

3.1.1.2 In-depth Interview

In-depth interview questions were developed from the

secondary research and conducted to find deep detail on current Thai people’s

behaviour. The in-depth interview was conducted with open-ended questions that

focused on finding the interviewee’s attitude toward sugar and soft-drink consumption,

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knowledge about health problems related to sugar consumption, and recommendations

and purchasing behaviour.

3.1.2 Descriptive Research

After the exploratory research, the study entered into the second

stage. The descriptive research was applied focusing on using the questionnaire. The

questions in the questionnaire were developed by using results from the exploratory

research. The survey focused on developing questions to create specified independent

variables and dependent variables that would be analysed with statistical methods later.

3.2 Sampling Plan

For an in-depth interview, the research targeted six participants who met

two criteria. The first criterion was that participants’ age must be between 25 and 45

years old. The second criterion was that the participants must have consumed a soft

drink in the past month. Moreover, the research used quota sampling for the occupation

of the respondents. The purpose of the quota was to differentiate the environment the

participants encountered. The occupation quota was described by the levels of outdoor

weather, classified as low-level, medium-level, and high-level.

For the questionnaire, the research used convenience sampling; however,

the respondents had to pass filtering questions before entering the actual survey. The

filtering questions use the same criteria as the in-depth interview, namely, respondents

aged between 25–45 years old had consumed a soft drink in the past month.

3.3 Data Collection

For the in-depth interview, the research targeted six participants. The

researcher used quota sampling to select the participants. The methodology stipulated

phone calling and face-to-face interviews conducted by using prepared questions.

Moreover, some participants were contacted after the interview because the researcher

wanted to elaborate on the answers of the participants and ask additional questions

inspired by other participants.

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The questionnaire was distributed through the Internet, and the target

respondents had to pass filtering questions before doing the actual survey. The

distribution channel of the questionnaire was Facebook and the Line social platform.

Moreover, some respondents were asked to help to distribute the questionnaire. In this

research, an online questionnaire program was used to contribute to collecting and

arranging data. A pilot test was done before the official launching to ensure completion

of the survey.

Table 3.1

Sampling Plan of the In-Depth Interview and Questionnaire

Target Methodology Sampling Duration

In-depth

Interview 6

Face-to-face

Phone call

Quota

Sampling 20–30 mins

Questionnaire

(Pilot) 20 Online

Convenience


Questionnaire 225 Online

Convenience


3.4 Data Analysis

The data from the Survey Monkey program was exported to process in the

Statistical Package for the Social Sciences program (SPSS). The data was modified for

SPSS processing purposes, which modification did not affect any statistical result. The

analysis of the descriptive research focused on finding the frequency of demographic

factors, relationships between independent variables and dependent variables, and other

statistical analysis that could lead to the beneficial finding that would benefit readers.

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3.4.1 Objective 1 Analysis Planning

The data analysis planning for Objective 1 was to analyse the

demographic and psychographic factors of attitudes toward soft-drink and sugar

consumption. Then, the attitudes were analysed again with the soft-drink consumption

rate.

Figure 3.1. Data Analysis Planning of Objective 1

Objective 1

Study attitude of consumers to sugar in soft drinks.

Data Analysis Objective

1. Study attitude of consumers to sugar in soft drinks.

2. Study consumers’ attitude to sugar consumption

Variables in Data Analysis

IV: Demograhic and Psychographic Variables

DV: Attitudes toward soft drinks and sugar consumption

Analyze Method

ANOVA and Correlation Analysis

Data Analysis Objective (Cont.)


IV: Attitudes toward soft drinks and sugar consumption

DV: Soft drink consumption in a week

Analyze Method

Ordinal Regression Analysis

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The data analysis planning of Objective 2 was to analyse the

demographic and psychographic factors in the understanding of consumer factors.

Then, the factors were analysed again with the soft-drink-consumption rate.


Objective 2

Study understanding of consumers on the proper amount of sugar consumption


1. Study awareness of the recommended amount of sugar consumption.

2. Study consumers’ knowledge of health problems from sugar

3. Study the consumers’ awareness of sugar content in the soft drinks.


IV: Demographic and Psychographic Variables

DV: 1. Sugar awareness before soft-drink purchase

2. Recommended amount of sugar consumption

3. Knowledge of disease from sugar

Analyze Method

Pearson Chi-Square Analysis



IV: The three attitudes toward the understanding of consumer factors

DV: Soft-drink consumption in a week

Analyze Method


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The data analysis planning of Objective 3 was to analyse the

demographic and psychographic factors in the influential-situation factors. Then, the

factors were analysed again with the soft-drink-consumption rate.


Objective 3

Study influential-situation factors effect on the consumers’ soft-drink-consumption behaviour


1. Study influential-situation factors that affect the soft-drink-consumption rate


IV: Demograhic and Psychographic Variables

DV: Influential-situation factors

Analyze Method

Pearson Chi-Square Analysis



IV: Influential-situation factors

DV: Soft-drink consumption in a week

Analyze Method


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3.5 Theoretical Framework

This research used the concept of the Theory of Planned Behaviour to set

hypotheses about soft-drink consumers. The theory mentioned driving factors that lead

to the actual behaviour of the consumer. The elements are attitude, subjective norm,

and perceived behaviour control. These three factors would drive the intention of the

consumers to perform the behaviour, until finally the actual behaviour happens. The

theory was applied to design this research. Moreover, the theory was also used to

develop questions for the in-depth interview and the questionnaire.

Figure 3.4. The Structure of the Theory of Planned Behaviour. Reprinted from

Wikipedia, Retrieved from https://en.wikipedia.org/wiki/Theory_of_planned_behavior

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CHAPTER 4

RESULTS AND DISCUSSION

4.1 Key Results from In-Depth Interview

4.1.1 Attitude toward Sugar Consumption

The interviewees gave an opinion about sugar consumption from both

the positive side and the negative side. For the positive side, some interviewees

mentioned that sugar had an emotional benefit; that it could freshen up its consumers

from tiredness and make food or beverage more delicious. Some of the interviewees

further optimistically mentioned that it was harmless to consume sugar in the proper

amount.

On the other hand, some interviewees whose high health consciousness

prompted negative feedback on sugar recommended avoiding sugar consumption as

much as possible. The interviewees who gave that result avoid eating sweet foods, not

just soft drinks. According to the interviews, health consciousness relates to the attitude

of consumers.

4.1.2 Attitude toward Soft Drinks

All the interviewees mentioned both the positive and negative side of

the soft drink. For the positive side, the interviewees said in the same way that a clear

benefit of soft drinks was to freshen up from tiredness and hot weather. On the other

hand, the interviewees gave a negative opinion about the soft drink in that it was

harmful.

4.1.3 Soft-Drink-Consumption Behaviour

In the interview, hot weather was the most mentioned factor that

made the interviewees want to drink a soft drink. One of the interviewees who had to

stay in hot weather all day said that her soft-drink consumption was dramatically high.

She also mentioned that she knew that her use was higher than ordinary people’s;

however, to reduce the consumption rate was quite difficult for her. The reason she

gave was the hot weather; the second reason was she is already addicted to the taste.

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Fortunately, she is aware of her dangerous behaviour, and she has

tried to reduce her consumption rate by switching from drinking soft drinks to still

water. For other interviewees, reasons for them to mitigate consuming soft drinks were

fear of disease and in order to lose weight. Also, comment from the doctor and signs of

disease were critical for them to change their consumption behaviour.

4.1.4 Awareness of Soft Drinks

Carbonated drinks and sugary green tea were mentioned when the

interviewees were asked about their soft drink top of mind. Some of the interviewees

gave as the reason for their answer that carbonated drink and sweet green tea were large

product categories that had a lot of product variety. Moreover, both drinks could be

found in the convenience store. One of the interviewees also elaborated that the

products you would see in the chilling zone of the convenience store could be either

carbonated drink or green tea, because they took a lot of shelf space in the store.

Furthermore, another interesting result from the interview was that both carbonated

drink and green tea could be found easily in ‘mom and pop’ restaurants, the main places

for interviewees to have lunch.

4.2 Key Result from Descriptive Research

4.2.1 Respondents’ Profile

The research collected data from 225 respondents aged 25 to 45 years

old. Respondents aged 28 years old were the highest number of respondents of the same

age (n = 38, 16.89%). Then, the second most frequent respondents age was 30 years old

(n = 25, 11.1%).

With respect to gender, 64 of the respondents (28.4%) were male,

and 161 of the respondents were female (71.6%). Most of the respondents (n = 112,

49.5%) had income in the range of 15,000 baht per month to 45,000 baht per month.

For the education profile, the majority (n = 134, 59.6%) was undergraduate. The

respondents concerned about their body shape and health averaged scores that were

quite important, 4.6 of 7.0 and 4.2 of 7.0, respectively.

Ref. code: 25616002040480LTQ

18

There were 16 respondents (7.1%) who knew that consuming too

much sugar could cause health problems and 158 respondents (70.2%) aware of sugar

content in soft drinks.

4.2.2 Analysis of Attitude toward Soft Drinks and Sugar Consumption

and Soft-Drink Consumption in a Week

To find the relationship between attitudes and the sugar-consumption

rate, ordinal regression analysis was applied to identify variables and significant

differences. By considering a confidence interval of 95%, the results having a p-value

less than 0.05 were significantly different, meaning that the independent variables

affected sugar-consumption rate as a dependent variable. The respondents’ attitudes

were used as independent variables, with those attitudes having been checked for

multicollinearity before the regression process, and the soft-drink-consumption rate

would be a dependent variable for the regression analysis.

4.2.2.1 Correlation Analysis, Factor Analysis, and New

Segmentation of Attitude toward Soft-Drink Consumption

The correlation analysis was applied to check the correlation

between variables finding multicollinearity, and Table 4.1 presents the result.

Table 4.1

Result of Correlation Analysis between Attitudes toward Soft Drinks Showing

Significant (2-Tailed) Value

Significant

value (p)

Cau

sin

g h

ealt

h p

rob

lem

Sw

eetn

ess

ad

dic

tion

Peo

ple

fatt

er

No b

enef

its

Cre

ate

bad

im

age

Ch

eap

Easy

to f

ind

Del

icio

usn

ess

Safe

su

gar

con

ten

t

Soft

dri

nk

att

ract

iven

ess

Cle

an

lin

ess

Hel

p t

o f

resh

en u

p

Causing

health

problem

0.01 0.00 0.00 0.09 0.05 0.01 0.08 0.00 0.20 0.00 0.13

Sweetness

addition 0.01 0.00 0.05 0.05 0.02 0.08 0.00 0.41 0.00 0.04 0.00

People fatter 0.00 0.00 0.00 0.01 0.44 0.32 0.00 0.00 0.00 0.11 0.00

Ref. code: 25616002040480LTQ

19

Table 4.1

Result of Correlation Analysis between Attitudes toward Soft Drink Showing

Significant (2-Tailed) Value (Cont.)

Significant

value (p)

Cau

sin

g h

ealt

h p

rob

lem

Sw

eetn

ess

ad

dic

tion

Peo

ple

fatt

er

No b

enef

its

Cre

ate

bad

im

age

Ch

eap

Easy

to f

ind

Del

icio

usn

ess

Safe

su

gar

con

ten

t

Soft

dri

nk

att

ract

iven

ess

Cle

an

lin

ess

Hel

p t

o f

resh

en u

p

No benefits 0.00 0.05 0.00 0.00 0.79 0.28 0.21 0.00 0.31 0.01 0.85

Create bad

image 0.09 0.05 0.01 0.00 0.08 0.95 0.19 0.05 0.09 0.28 0.54

Cheap 0.05 0.02 0.44 0.79 0.08 0.04 0.18 0.08 0.27 0.10 0.25

Easy to find 0.01 0.08 0.32 0.28 0.95 0.04 0.00 0.38 0.00 0.41 0.00

Deliciousness 0.08 0.00 0.00 0.21 0.19 0.18 0.00 0.84 0.00 0.12 0.00

Safe sugar

content 0.00 0.41 0.00 0.00 0.05 0.08 0.38 0.84 0.65 0.00 0.79

Soft drink

attractiveness 0.20 0.00 0.00 0.31 0.09 0.27 0.00 0.00 0.65 0.03 0.00

Cleanliness 0.00 0.04 0.11 0.01 0.28 0.10 0.41 0.12 0.00 0.03 0.07

Help to fresh

up 0.13 0.00 0.00 0.85 0.54 0.25 0.00 0.00 0.79 0.00 0.07

The results in the table which had a significant value less

than 0.05 were analysed with factor analysis to create a new segment for reducing the

effect of multilinearity. The factors were grouped into new segments to reduce a

multicollinearity effect before the regression process. Table 4.2 shows the result of the

factor analysis.

Ref. code: 25616002040480LTQ

20

Table 4.2

Result of Factor Analysis between Attitudes toward Soft Drink

New Attitude

Segments C

au

sin

g h

ealt

h p

rob

lem

Sw

eetn

ess

ad

dic

tion

Peo

ple

Fatt

er

No b

enef

its

Cre

ate

bad

im

age

Ch

eap

Easy

to f

ind

Del

icio

usn

ess

Safe

su

gar

con

ten

t

Soft

dri

nk

att

ract

iven

ess

Cle

an

lin

ess

Hel

p t

o f

resh

en u

p

Painfully

Love .51 .58 .65 .38 .33 .10 .38 .69 -.34 .64 .00 .62

Fanboy -.50 .18 -.34 -.53 -.34 .32 .26 .40 .58 .37 .58 .39

No cost, No

benefit -.35 .15 -.12 .50 .70 .47 -.24 -.01 .26 .02 .17 -.19

According to the factor analysis, the attitudes toward soft-

drink consumption could be classified into three segments. The first attitude segment

was ‘Painfully Love’, representing the attitude of people who love soft drinks also know

that the sugar in soft drinks is harmful. This segment also had a clear attitude that soft

drinks could help to freshen up when they are tired. The second attitude segment was

‘Fanboy’, representing the people who truly love the soft drink and are very optimistic

about the drink. This segment of people not only does not think that soft drinks could

cause health problems, but also thinks that soft drinks have various benefits. The last

segment was ‘No cost, No benefit’, representing the people who saw soft drinks as a

low-cost drink that does not have any benefit, and that the soft drink could create a bad

image for the consumer.


Segmentation of Attitude toward Sugar Consumption

Identical to the previous process, the correlation analysis was

applied to check the correlation between variables to find multicollinearity, and Table

4.3 presents the result:

Ref. code: 25616002040480LTQ

21

Table 4.3

Result of Correlation Analysis between Attitudes toward Sugar Consumption Showing

Significant (2-Tailed) Value

Significant value (p)

Cau

sin

g h

ealt

h

pro

ble

m

Safe

if

con

sum

ed

pro

per

ly

Hel

p t

o f

resh

en

up

Hel

p t

o s

tay

aw

ak

e

Con

troll

ed

con

sum

pti

on

rate

Causing health problem 0.91 0.00 0.69 0.00

Safe if consumed properly 0.91 0.01 0.71 0.00

Help to freshen up < 0.01 0.01 0.00 0.02

Help to stay awake 0.69 0.71 < 0.01 0.22

Controlled consumption rate < 0.01 < 0.01 0.02 0.22



effect of multicollinearity. Table 4.4 shows the result of the factor analysis.

Table 4.4

Result of Factor Analysis between Attitudes toward Sugar Consumption

New Attitude Segments

Cau

sin

g h

ealt

h

pro

ble

m

Safe

if

con

sum

ed

pro

per

ly

Hel

p t

o f

resh

en u

p

Hel

p t

o s

tay a

wak

e

Con

troll

ed

con

sum

pti

on

rate

Sugar User 0.56 0.45 0.70 0.43 0.66

Sugar Booster -0.50 -0.07 0.36 0.76 -0.40

According to the factor analysis, the attitudes toward soft-

drink consumption could be classified into two segments. The first attitude segment

was ‘Sugar User’, which showed a strong attitude that sugar could help them to freshen

up and to stay awake. However, they also knew that sugar is dangerous and

Ref. code: 25616002040480LTQ

22

consumption rate should be monitored. In contrast, the second segment ‘Sugar Booster’

had the opposite opinion, strongly believing that sugar helps them stay awake, and they

did not believe that sugar could cause health problems, nor that sugar consumption

should be monitored.

4.2.3 Analysis between Influential-Situation Factors of Soft-Drink

Consumption and Soft-Drink Consumption in a Week

Before the ordinal regression analysis, the influential-situational

factors were checked for multicollinearity effect. This study used correlation analysis

to test the effect and factor analysis to create a new segment for reducing the collinearity

effect.


Segmentation of Influential-Situation Factors of Soft-Drink Consumption

The correlation analysis was applied to check the correlation

between variables finding multicollinearity, and Table 4.5 presents the result.

Table 4.5

Result of Correlation Analysis between Influential-Situation Factors of Soft-Drink

Consumption Showing Significant (2-Tailed) Value

Significant

value (p)

Hot

wea

ther

Sw

eet

ad

dic

tion

Str

ess

reli

ef

On

ly c

hoic

e

Ch

eap

er

Sta

y a

wak

e

Have

more

mon

ey

Fou

nd

easi

er

Hot weather < 0.01 < 0.01 0.57 0.78 0.03 0.08 0.05

Sweet

addiction < 0.01 < 0.01 0.73 0.25 0.01 < 0.01 0.09

Stress relief < 0.01 < 0.01 0.47 0.36 < 0.01 < 0.01 < 0.01

Only choice 0.57 0.73 0.47 < 0.01 < 0.01 0.01 0.87

Cheaper 0.78 0.25 0.36 < 0.01 0.01 < 0.01 0.17

Stay awake 0.03 0.01 < 0.01 < 0.01 0.01 < 0.01 < 0.01

Ref. code: 25616002040480LTQ

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Table 4.5

Result of Correlation Analysis between Influential-Situation Factors of Soft-Drink

Consumption Showing Significant (2-Tailed) Value (Cont.)

Significant value

(p)

Hot

wea

ther

Sw

eet

ad

dic

tion

Str

ess

reli

ef

On

ly c

hoic

e

Ch

eap

er

Sta

y a

wak

e

Have

more

mon

ey

Fou

nd

easi

er

Have more

money 0.08 < 0.01 < 0.01 0.01 < 0.01 < 0.01 < 0.01

Found easier 0.05 0.09 < 0.01 0.87 0.17 < 0.01 < 0.01



effect of multicollinearity. Table 4.6 shows the result of the factor analysis.

Table 4.6

New Situational Segments from Factor Analysis

New Situational Segment

Hot

wea

ther

Sw

eet

ad

dic

tion

Str

ess

reli

ef

On

ly c

hoic

e

Ch

eap

er

Sta

y a

wak

e

Have

more

mon

ey

Fou

nd

easi

er

Make Me Feel Better 0.43 0.53 0.63 0.26 0.37 0.64 0.65 0.54

The Only One -0.44 -0.33 -0.39 0.72 0.59 0.18 0.20 -0.06

From the factor analysis, the influential-situation factors

were grouped into two segments. The first situation segment was ‘Make Me Feel

Better’, representing people wanting to drink soft drinks to freshen up from tiredness,

stay awake or reduce stress to make them feel better. It also shows that people would

consume soft drinks more if they had more money. The second segment was ‘The Only

One’, representing the situation in which the soft drink was the only drink that the

Ref. code: 25616002040480LTQ

24

consumer could access, and the price of the soft drink is cheap enough to purchase.

Moreover, this situation segment did not relate to the benefit of soft drink.

4.2.3.2 Ordinal Regression Analysis between the Attitude Factors,

Influential-Situation Factors, and Understanding of Consumers and Soft-Drink

Consumption in a Week

From the previous analysis, the attitudes toward soft-drink and

sugar consumption and influential-situation factors were resegmented to reduce

multicollinearity effect on the regression process. The consumer-understanding factors,

including a recommended amount of sugar consumption, sugar awareness before soft-

drink purchase and knowledge of disease from sugar, also were used in the regression.

Table 4.7

Result of Ordinal Analysis between Attitudes, Understanding of Consumer, and

Influential-Situation Factors and Soft-Drink Consumption in a Week

Independent Variables

Factors

Recommended amount of sugar consumption

(Do not know/ Not sure/ Do know)

Sugar awareness before soft-drink purchase

(Do not know/ Know/ Know from nutrition label)

Knowledge of disease from sugar

(Do not Know/ Do know)

Covariates

Sugar-User Attitude

Sugar-Booster Attitude

Painfully-Love Attitude

Fanboy Attitude

No-cost, No-Benefit Attitude

In the model-fitting information, the results of the analysis

showed significant difference [X2 (12), N = 225) = 60.64, p < 0.01] between intercept-

only model and final model. Goodness-of-fit information of the model showed

Ref. code: 25616002040480LTQ

25

insignificant difference. The pseudo R2 of the analysis reported with Cox and Snell R2,

Nagelkerke R2 and McFadden R2 were 0.23, 0.24, and 0.09, respectively.

Table 4.8

Model Fitting and Goodness of Fit of Ordinal Regression

Model

-2 Log

Likelihood

Chi-

Square df Sig.

Model Fitting

Intercept

Only 698.21

60.64 12.00 < 0.01

Final 637.56

Goodness of Fit Pearson - 941.37 884.00 0.09

Deviance - 637.56 884.00 1.00

Table 4.9


Influential-Situation Factors and Soft-Drink Consumption in a Week

Estimate Wald Sig.

Threshold

Soft-drink consumption in a week (less than

1 time) 2.50 2.92 0.09

Soft-drink consumption in a week (1 -2

times) 4.41 8.85 0.00

Soft-drink consumption in a week (3 - 4

times) 5.30 12.63 0.00

Soft-drink consumption in a week (5 - 6

times) 5.96 15.80 0.00

Location

Sugar-User attitude -0.07 0.05 0.83

Sugar-Booster attitude 0.42 4.57 0.03

Painfully-Love attitude -0.15 0.18 0.68

Fanboy attitude 0.23 0.58 0.45

Ref. code: 25616002040480LTQ

26

Table 4.9


Influential-Situation Factors and Soft-Drink Consumption in a Week (Cont.)

Estimate Wald Sig.

Location

No-cost, No-benefit attitude -0.41 1.33 0.25

The-Only-One situation -1.10 15.94 < 0.01

Make-Me-Feel-Better situation 1.37 19.36 < 0.01

Recommended amount of sugar

consumption

(Do not know)

0.32 0.66 0.42


consumption

(Not sure)

-0.12 0.10 0.75


consumption

(Do know)

0.00


(Do not know) -1.09 4.62 0.03


(Do know) 0.00

Sugar awareness before soft-drink

purchase

(Do not know)

0.49 2.76 0.10


purchase

(Do know)

0.01 < 0.01 0.98


purchase

(Know from nutrient label)

0.00

Table 4.9 shows a significant difference between sugar-

consumption attitude ‘Sugar Booster’ and the sugar-consumption rate, Wald χ2(1) =

4.57, p = 0.03, which result shows that a higher ‘Sugar Booster’ attitude would increase

sugar-consumption rate in a week. Moreover, still more significant differences follow:

There was significant difference between influential-situation

factor ‘The Only One’ and the sugar-consumption rate, Wald χ2(1) = 15.94, p < 0.01,

Ref. code: 25616002040480LTQ

27

which result shows that a higher ‘The Only One’ situation would decrease sugar-

consumption rate in a week.

There was significant difference between influential-situation

factor ‘Make Me Feel Better’ and the sugar-consumption rate, Wald χ2(1) = 19.36, p <

0.01. The result shows that a higher ‘Make Me Feel Better’ situation would increase

sugar-consumption rate in a week.

There was significant difference between when consumers do

not know about disease from sugar and the sugar-consumption rate, Wald χ2(1) = 4.62,

p = 0.03, which result shows that when consumers do not know about disease from

sugar, sugar-consumption rate in a week would decrease.

From the analysis, the attitude ‘wants to consume sugar without

concern of health’ could increase soft-drink-consumption rate, Moreover, the situation

of consumers who want to use soft drinks for stress relief, freshening up, and staying

awake increased the consumption rate. In contrast, people who did not know about

disease from sugar would have lower consumption rates than people who knew. The

result from the regression is summarized in equations below:

Sugar Consumption = 2.50 + (-0.07)(Sugar User) +

(0.42)(Sugar Booster) + (-0.15)(Painfully Love) + (0.23)(Fanboy) + (-0.41)(No Cost,

No Benefit) + (-1.10)(The Only One) + (1.37)(Make Me Feel Better) + (0.32)(Do Not

Know Recommended Sugar) + (-0.12)( Not Sure Recommended Sugar) + (-1.09)(Do

Not Know Disease) + (0.49)(Do Not Know Sugar Content) + (0.01)(Do Know Sugar

Content)




Know Recommended Sugar) + (-0.12)(Not Sure Recommended Sugar) + (-1.09)(Do


Content)




Know Recommended Sugar) + (-0.12)(Not Sure Recommended Sugar) + (-1.09)(Do

Ref. code: 25616002040480LTQ

28


Content)




Know Recommended Sugar) + (-0.12)( Not Sure Recommended Sugar) + (-1.09)(Do


Content)

4.2.4 Analysis between Demographic and Psychographic Data and

Soft-Drink and Sugar Consumption

Following Objective 1, for the demographic factors the analysis was

ANOVA, and for the psychographic factors correlation analysis was used to analyse

relationship between factors.

4.2.4.1 One-Way ANOVA Analysis between Demographics and

Attitude toward Soft-Drink and Sugar Consumption

The respondents were asked to answer questions about their

attitude toward sugary soft drinks and their consumption, and the result was analysed

by using One-Way ANOVA analysis to compare attitude toward soft drinks for each

demographic factor. By considering the confidence interval to be 95%, the results

having a p-value less than 0.05, showing significant difference, are summarized in

Table: 4.10.

Table 4.10

Results of One-Way ANOVA Analysis between Demographic Data and Soft-Drink

and Sugar Consumption (p-value < 0.05)

Factors Attitude F Sig.

Education Level ‘Sugar User’, sugar-consumption attitude 10.64 < 0.01

Occupation ‘Sugar Booster’, sugar-consumption attitude 2.60 0.04

Occupation ‘Fanboy’, soft-drink attitude 3.04 0.02

Health Issue ‘Sugar User’, sugar-consumption attitude 7.93 0.01

Health Issue ‘Sugar Booster’, sugar-consumption attitude 7.49 0.01

Ref. code: 25616002040480LTQ

29

Table 4.10

Results of One-Way ANOVA Analysis between Demographic Data and Soft-Drink

and Sugar Consumption (p-value < 0.05) (Cont.)

Factors Attitude F Sig.

Health Issue ‘Painfully Love’, soft-drink attitude 23.38 < 0.01

Health Issue ‘No Cost, No Benefit’, soft-drink Attitude 11.80 0.01

Education Level as an Independent Variable

The result of the soft-drink attitude score for ‘Sugar User’ was

significantly different for education level [F (1, 223) = 10.64, p = 0.01]. The test also

revealed that the mean score for people with education level at bachelor’s degree or

lower (M = 5.69, SD = 0.57) was significantly higher than people with education level

at master’s degree or higher (M = 5.40, SD = 0.80).

Occupation as an Independent Variable

The result of soft-drink attitude score for ‘Sugar Booster’ was

significantly different for occupation [F (4, 240) = 2.60, p = 0.04]. The test also revealed

that the occupation ‘Business and Planning Field’ (M = 5.20, SD = 0.95) was

significantly the highest. Then, mean scores were ranked as follows: the occupation

‘Doctor and Professor Field’ (M = 4.93, SD = 0.81), the occupation ‘Freelance Field’

(M = 4.91, SD = 1.12), the occupation ‘Others’ (M = 4.84, SD = 0.93), and the

occupation ‘Outdoor and Active Field’ (M = 4.50, SD = 1.51).

The result of soft-drink attitude score for ‘Fanboy’ was

significantly different for occupation [F (4, 240) = 3.04, p = 0.02]. The test also revealed

that the occupation ‘Business and Planning Field’ (M = 4.93, SD = 0.54) was

significantly the highest. Then, mean scores were ranked as follows: the occupation

‘Doctor and Professor’ (M = 4.88, SD = 0.61), the occupation ‘Others’ (M = 4.81, SD

= 0.63), the occupation ‘Outdoor and Active Field’ (M = 4.63, SD = 0.57), and the

occupation ‘Freelance Field’ (M = 4.46, SD = 0.87).

Ref. code: 25616002040480LTQ

30

Table 4.11

Result of One-Way ANOVA Analysis between Occupation and Attitude toward Soft-

Drink and Sugar Consumption (p-value < 0.05)

Attitudes

Mean Values of Indicated Groups

F p-value Business Outdoor Doctor Freelance Others

N = 81 24 21 22 77

‘Sugar Booster’

Sugar-

Consumption

Attitude

5.20 4.50 4.93 4.91 4.84 2.60 0.04

‘Fanboy’

Soft-Drink

Attitude

4.93 4.63 4.88 4.46 4.80 3.04 0.02

Table 4.11 results show that people in each occupational group

had a different attitude toward sugar consumption and soft drinks, and ‘Business and

Planning Field’ was the group with the highest mean in every position.

Health Issues Related to Sugar as an Independent Variable

The result of the soft-drink attitude score for ‘Sugar User’ was

significantly different for health issues related to sugar consumption [F (1, 223) = 7.92,

p = 0.05]. The test also revealed that the mean scores for people who were having a

health issue related to sugar (M = 5.85, SD = 0.62) and people who did not have a health

issue related to sugar (M = 5.52, SD = 0.68) were significantly different.

The result of the soft-drink attitude score for ‘Sugar Booster’

was significantly different from those for health issues related to sugar consumption [F

(1, 223) = 7.49, p = 0.05]. The test also revealed that the mean scores for people who

were having a health issue related to sugar (M = 5.34, SD = 0.90) and people who did

not have a health issue related to sugar (M = 4.86, SD = 1.05) were significantly

different.

The result of the soft drink’s attitude score for ‘Painfully Love’

was significantly different from health issue related to sugar consumption [F (1, 223) =

23.38, p = 0.05]. The test also revealed that the mean score for people who were having

Ref. code: 25616002040480LTQ

31

a health issue related to sugar (M = 5.64, SD = 0.54) and people who did not have a

health issue related to sugar (M = 5.41, SD = 0.62) was significantly different.

The result of soft-drink attitude score for ‘No Cost, No Benefit’

was significantly different for health issues related to sugar consumption [F (1, 223) =

11.80, p = < 0.01]. The test also revealed that the mean scores for people who were

having a health issue related to sugar (M = 4.35, SD = 0.56) and people who did not

have a health issue related to sugar (M = 3.96, SD = 0.67) were significantly different.

Table 4.12

Result of One-Way ANOVA Analysis between Health Issue and Attitude Towards

Soft Drink and Sugar Consumption (p-value < 0.05)

Attitudes

Mean Values of Indicated Groups

F p-value Have Health Issue Do Not Have

N = 41 184

‘Sugar User’

Sugar Consumption

Attitude

5.85 5.52 7.92 0.01

‘Sugar Booster’

Sugar Consumption

Attitude

5.34 4.86 7.49 0.012

‘Painfully Love’ 5.64 5.41 23.38 < 0.01

Soft-Drink Attitude

‘No Cost, No Benefit’ 4.35 3.96 11.80 < 0.01

Soft-Drink Attitude

According to the table 4.12, the result shows that people

having health issues related to sugar consumption had the higher attitude toward sugar

consumption and soft drinks than people who did not have health issues. Also, the

people who had health issues would consume more soft drinks than the people who did

not have them.

4.2.4.2 Correlation Analysis between Psychographic Data and

Soft-Drink and Sugar Consumption

The correlation analysis was used to analyse the relationship

between psychographic factors and the attitudes toward soft-drink and sugar

consumption. By considering the confidence interval to be 95%, the results having a p-

Ref. code: 25616002040480LTQ

32

value less than 0.05 or showing different significant outcomes of each factor were

presented as follows:

There was a weak negative correlation between health

consciousness and the soft-drink attitude ‘Fanboy’ [r = -0.18, N = 225, p = 0.01]. Also,

there was a weak negative correlation between health consciousness and soft-drink

attitude ‘No Cost, No Benefit’ [r = -0.18, N = 225, p = 0.01]. Moreover, there was a

weak negative correlation between health consciousness and the influential situation

‘Make Me Feel Better’ [r = -0.17, N = 225, p = 0.01]. On the other hand, there was no

significant difference between psychographic factor ‘Body Shape Concern’ with all the

attitudes toward soft-drink and sugar consumption. The result of the correlation analysis

appears in Table 4.13.

Table 4.13

Result of Correlation Analysis between Psychographic Factors and Soft Drink and

Sugar Consumption Attitudes

Su

gar

Use

r

Su

gar

Boost

er

Pain

full

y L

ove

Fan

boy

No C

ost

, N

o

Ben

efit

Th

e O

nly

ne

Mak

e M

e F

eel

Bet

ter

Health Consciousness r 0.01 -0.07 -0.01 -0.18 -0.18 -0.06 -0.17

Sig. 0.86 0.29 0.87 0.01 0.01 0.36 0.01

Body-Shape Concern r 0.06 0.03 0.02 -0.01 -0.01 0.01 -0.02

Sig. 0.42 0.69 0.72 0.87 0.87 0.91 0.77

4.2.5 Analysis between Demographic and Psychographic Data and

Understanding of Consumers of the Proper Amount of Sugar Consumption

In the research, the consumers’ understanding of the proper amount

of sugar consumption could be scoped into three perspectives; awareness of the

recommended amount of sugar consumption, consumers’ knowledge of health

problems caused by sugar consumption and consumers’ awareness of sugar content in

consumed soft drinks.

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4.2.5.1 Cross Tabulation (Pearson Chi-Square) Analysis between

Demographic Data and Understanding of Consumers of the Proper Amount of

Sugar Consumption

The results of Pearson Chi-Square between age groups and

people knowing about a limited amount of daily sugar consumption were significantly

different [X2 (1), N = 225) = 15.69, p = 0.02]. According to the analysis, there was an

association between age groups and people knowing about a limited amount of daily

sugar consumption.

The results of Pearson Chi-Square between age groups and

people knowing the amount of sugar before purchasing soft drink were significantly

different [X2 (1), N = 225) = 13.78, p = 0.03]. According to the analysis, there was an

association between age groups and people knowing the amount of sugar before

purchasing a soft drink.

However, there was no association between other demographic

factors and other variables related to understanding of consumers about the proper

amount of sugar consumption.

4.2.5.2 Cross Tabulation (Pearson Chi-Square) Analysis between

Psychographic Data and Understanding of Consumers about the Proper Amount

of Sugar Consumption

The results of Pearson Chi-Square analysis between health

consciousness and understanding of consumers factors were not significantly different

(p > 0.05). Moreover, the results of Pearson Chi-Square analysis between body shape

and understanding of consumers factors were not significantly different (p > 0.05).

Table 4.14

Result of Cross Tabulation (Pearson Chi-Square) Analysis between Psychographic

Factors and Understanding of Consumers Factors

Understanding of Consumers Factors

Sig. (2-tailed)

Health

consciousness

Body-shape

concern

Awareness of Sugar in soft drinks 0.13 0.86

Recommended sugar consumption 0.95 0.36

Knowledge of disease from sugar 0.12 0.14

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CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

5.1 Conclusions

Research shows that if people are in a situation in which they believe that

sugar could help them, they will consume the soft drink. Moreover, people who seem

to be price sensitive and did not know about disease from sugar would consume less

soft drink than people who knew. Surprisingly, education, and income did not appear

to be factors that related to people knowing about sugar and awareness of sugar content

in soft drinks.

However, demographics of consumers still had an essential role in attitudes

toward sugar and soft drinks. Three demographic factors significantly showed up in the

analysis. There were education, occupation and health consciousness. The result

showed that people who had higher education would agree less that sugar had a

functional benefit and is safe to consume in a controlled amount. In contrast, occupation

affected the attitude that sugar did not cause health problems, but does help to refresh

from tiredness. Apart from those, health issues were another factor that affects attitudes

toward sugar consumption and soft drinks.

For consumer psychographics, surprisingly, concern for body shape did not

relate to any attitude. Health consciousness of the consumer was the primary factor in

attitude and influential situation. Greater health consciousness could reduce consumer

soft-drink consumption rate.

For the understanding of the consumer, age was the only factor that showed

a relationship to the understanding factors. On the other hand, there were no other

demographic factors that showed association to understanding. Also, psychographic

factors did not show any relationship to the knowledge of the consumer.

Last but not least, the health consciousness of the consumer also showed

the relationship to the situation that the more health conscious the consumers, the more

they would resist consuming soft drinks.

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5.2 Recommendations

According to the conceptual map, the health consciousness of the

consumers was key to reducing soft-drink consumption. Consequently, research should

further study how to raise consumers’ health consciousness. Furthermore, research

should focus on the behaviour of consumers as another factor that relates to soft-drink

consumption. Interestingly, business people tend to be sugar-booster types more than

people who work outdoors. Thus, factors that can influence people to be sugar boosters

might not relate to the hot weather. Factors that can influence people to be sugar

boosters should be studied in detail.

For managerial recommendations, since health consciousness was the

primary factor that could reduce soft-drink consumption, the health consciousness of

the consumer should be promoted to reduce soft-drink consumption. Furthermore, the

study also showed that people consume soft drinks to feel better. Promoting content

should provide alternative solutions showing that soft drinks are not the only choice

that could help consumers. Unfortunately, the study showed that people who did not

know about disease from sugar consumption had lower soft drink consumption rate.

Thus, the result shows that awareness of disease is still not be promoted enough. This

recommendation is supported by the data that only 7.1% of the respondents knew that

consuming too much sugar led to health problems. By creating health consciousness in

the consumer, making them aware of the danger of sugar could be a proper way to

reduce sugar and soft-drink consumption.

5.3 Limitation of the Study

In this research, the researcher had a limitation in research duration.

Therefore, convenience sampling was used to select respondents. Moreover, the

demographics of respondents focused only on those 25–45 years old, and the number

of respondents for each demographic, psychographic, and independent variable was not

controlled.

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REFERENCES

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and

Human Decision Process, 179-211.

Diabetes. (2018). Sugary Soft Drinks and Diabetes. Retrieved Nov 26, 2018, from

Diabetes: https://www.diabetes.co.uk/sugary-soft-drinks.html

Euromonitor International. (2018, March). Soft Drinks in Thailand. Retrieved Nov 26,

2018, from Euromonitor International:

http://www.portal.euromonitor.com.ezproxy.tulibs.net/portal/statisticsevolutio

n/index

Komchadluek Online. (2018, May 12). Thai Adults Like Carbonated Drinks -

Consuming Every Week. Retrieved Dec 6, 2018, from Komchadluek Online:

http://www.komchadluek.net/news/regional/325546

Lovefitt. (2018). Proper Sugar Consumption for Each Age. Retrieved Nov 26, 2018,

from Lovefitt: http://www.lovefitt.com/healthy-fact/ปริมาณน ้ าตาลท่ีเหมาะสมของคนแต่ละ

วยั/

Pisuthipan, A. (2017, June 26). Sugar Fixed? Retrieved November 26, 2018, from

Bangkok Post: https://www.bangkokpost.com/lifestyle/social-and-

lifestyle/1275815/sugar-fixed-

Ungchusak, C. (Ed.). (2012). Sugar, Health, and Consumption Management .

Thailand: FDA Thailand and ThaiNCDnet.

World Health Organization. (2015). WHO calls on countries to reduce sugars intake

among adults and children. Retrieved Nov 26, 2018, from World Health

Organization: http://www.who.int/mediacentre/news/releases/2015/sugar-

guideline/en/

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APPENDICES

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APPENDIX A

QUESTIONNAIRE FOR DESCRIPTIVE RESEARCH

Screening Questions

1. In the past month, did you drink any soft drinks?

a) Yes (must answer this choice to continue)

b) No

2. Is your age between 25 to 45 years old?

a) Yes (must answer this choice to continue)

b) No

Questionnaire Part

3. From your point of view, what do you think about sugar consumption?

It can cause health problem [1, 2, 3, 4, 5, 6, 7]

Strongly Disagree / Strongly Agree

It is safe to consume in the proper amount [1, 2, 3, 4, 5, 6, 7]


It can help to fresh up from exhausted [1, 2, 3, 4, 5, 6, 7]


It helps to stay awake [1, 2, 3, 4, 5, 6, 7]


Sugar consumption must be monitored [1, 2, 3, 4, 5, 6, 7]


4. Do you know a limited amount of sugar that people should consume for health in

a day?

a) I do not know (Skip question 3)

b) I think I know the number, but I am not sure.

c) Yes

5. What is the amount of sugar that is recommended for health per day?

(4 grams = 1 teaspoon)

a) 16 grams or 4 teaspoons

b) 20 grams or 5 teaspoons

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c) 24 grams or 6 teaspoons

d) 28 grams or 7 teaspoons

6. Do you know diseases that can be caused by consuming too much sugar?

a) No (Skip question 5)

b) Yes

7. Please, choose the diseases caused by consuming too much sugar that you know?

[Can select more than one option]

a) Heart disease

b) Type 2 Diabetes

c) Obesity

d) Hyperglycemia

e) Brittle Bone Disease

f) Tooth Decay

8. Do you know the amount of sugar in the soft drink before purchasing?

a) No (Skip question 7)

b) Yes

c) Yes, I checked the nutrients label.

9. Do your regular soft drink has sugar content higher than the recommendation?

WHO recommend consuming sugar less than 24 grams or 6 teaspoons in a day.

(4 grams = 1 teaspoon)

a) Yes

b) No

10. How many times did you drink soft drinks in a week?

a) less than once

b) once or twice a week

c) three to four times a week

d) five to six times a week

e) every day

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11. What occasion made you want to consume soft drinks?


a) I like to drink soft drink any time I want, no special occasion required. (If

answer this question, please select only this question)

b) I want to drink soft drinks with my regular meal.

c) I want to drink soft drinks in my special occasion, such as party, dinner

with friends, and so on.

d) I like to drink soft drinks while I watch movie.

e) I want to drink soft drinks during or after exercise.

f) I want to drink during work.

g) I like to drink soft drinks when I enter the café.

h) I like to drink soft drinks on other occasions that do not mentioned.

12. What do you think about your soft drink consuming behavior?

I drink soft drink too often [1, 2, 3, 4, 5, 6, 7]


I currently have a health problem because of

soft drinks

[1, 2, 3, 4, 5, 6, 7]


It increases my weight [1, 2, 3, 4, 5, 6, 7]


13. What do you think about soft drink consumption?

It can cause health problem [1, 2, 3, 4, 5, 6, 7]


Consuming soft drink has some benefits [1, 2, 3, 4, 5, 6, 7]


People are addicted to their sweetness [1, 2, 3, 4, 5, 6, 7]


Consuming soft drink makes people fat [1, 2, 3, 4, 5, 6, 7]


Consuming soft drink does not have any

benefits

[1, 2, 3, 4, 5, 6, 7]


It makes me looked terrible when I drink

soft drinks

[1, 2, 3, 4, 5, 6, 7]


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14. What do you think about soft drinks?

Price of soft drink is cheap [1, 2, 3, 4, 5, 6, 7]


It is easy to find [1, 2, 3, 4, 5, 6, 7]


It is delicious [1, 2, 3, 4, 5, 6, 7]


It is looked attractive to drink [1, 2, 3, 4, 5, 6, 7]


It is clean [1, 2, 3, 4, 5, 6, 7]


Soft drink helps to fresh up [1, 2, 3, 4, 5, 6, 7]


15. Which are the critical factors that could actually reduce your consumption?


a) People criticized me about my soft drink consuming behavior.

b) I wanted to lose weight.

c) The doctor told me to reduce my consumption rate to prevent a future

health problem.

d) I have a health problem related to sugar.

e) I did not have money

f) It was more difficult to find soft drinks.

16. Which are critical factors that could make you consume soft drink more?

I must work or be in hot weather; I drink

soft drinks to refresh from tiredness.

[1, 2, 3, 4, 5, 6, 7]


I was addicted to the taste [1, 2, 3, 4, 5, 6, 7]


I drank for stress relief [1, 2, 3, 4, 5, 6, 7]


It was difficult to find other drinks [1, 2, 3, 4, 5, 6, 7]


Other beverages (such as still water, mineral

water) were more expensive

[1, 2, 3, 4, 5, 6, 7]


I drink to prevent sleeping [1, 2, 3, 4, 5, 6, 7]


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I have more money [1, 2, 3, 4, 5, 6, 7]


Other reasons [1, 2, 3, 4, 5, 6, 7]


17. From your point of view, how difficult to reduce consuming soft drink?

Very Easy [1, 2, 3, 4, 5, 6, 7] Very Difficult

18. What is the reason that makes it is difficult for you to reduce soft drink

consumption?

I must be in hot weather for a

long time

[1, 2, 3, 4, 5, 6, 7]

Not Very Important / Very Important

I am addicted to the taste [1, 2, 3, 4, 5, 6, 7]


I am stressful [1, 2, 3, 4, 5, 6, 7]


I cannot find other beverages [1, 2, 3, 4, 5, 6, 7]


It saves money [1, 2, 3, 4, 5, 6, 7]


It is my habits now. [1, 2, 3, 4, 5, 6, 7]


19. If soft drinks you regularly consume have sugar higher than the recommendation,

what will you do?

(WHO recommend consuming sugar less than 24 grams or 6 teaspoons in a day.)

a) I do not care.

b) I still buy the same drink, but I will reduce my consumption frequently.

c) I will switch to other beverages.

20. If soft drink you regularly consumed increase sugar content, but the sugar content

still lower than the recommendation, what will you do?

a) I do not care.

b) I still buy the same drink, but I will reduce my consumption frequently.

c) I will switch to other beverages.

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21. After you know all this information, what do think about your current consuming

behavior?

I drink soft drink too often [1, 2, 3, 4, 5, 6, 7]


I currently have a health problem because of

soft drinks

[1, 2, 3, 4, 5, 6, 7]


It increases my weight [1, 2, 3, 4, 5, 6, 7]


22. After you know all of this information, what will you do next?

a) I still consume soft drinks the same as I did.

b) I will reduce my consumption rate.

c) I will switch to beverages that have lower sugar.

d) I will stop drinking sugar-sweetened beverages.

Respondents Data Collection Part

Name: [Input name and surname to answer]

Age: [Input number to answer]

Gender: Male/Female

Income per month (Baht): 0 – 15,000 / 15,000 – 45,000 / 45,001 – 75,000/ > 75,000

Status: Single / Married / Devoiced

House members: Parents / Friends / Girlfriend / Alone (select one)

Education level: Primary school or lower / Secondary school / Bachelor’s degree /

Master’s degree / Doctor degree (select one)

Occupation: [Select from a list]

Do you have any health problem related to sugar consumption: Yes/ No

How many days did you exercise in a week?

Answer: < 1 time, 1 – 2 times, 3 – 4 times. > 4 times

How much do you concern for health:

Not Very Concern [1, 2, 3, 4, 5, 6, 7] Very Concern

How much do you concern for body shape:

Not Very Concern [1, 2, 3, 4, 5, 6, 7] Very Concern

Do your family have a record of diabetes: Yes/ No/ Do not Sure

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APPENDIX B

DEMOGRAPHIC DATA OF THE RESPONDENTS

AGE

Frequency Percentage

25-30 years old 117 52%

31-35 years old 59 26%

36-40 years old 32 14%

41-45 years old 17 8%

Total 225 100%

GENDER


Man 64 28.44%

Woman 161 71.56%

Total 225 100%

INCOME


0 - 15,000 Baht/ month 25 11.11%

15,001 - 45,000 Baht/ month 112 49.78%

45,001 - 75,000 Baht/ month 52 23.11%

> 75,000 Baht/ month 36 16.00%

Total 225 100%

STATUS


Single 167 74.22%

Married 56 24.89%

Devoiced 2 0.89%

Total 225 100%

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EDUCATION LEVEL


Secondary school or less 7 3.11%

Bachelor’s degree 134 59.56%

Master’s degree 82 36.44%

Doctor degree 2 0.89%

Total 225 100%

OCCUPATION


Business man, Marketing

executive, Strategist 68 30.2%

Accountant, Finance 12 5.3%

Sale 14 6.2%

Engineer, Architect 11 4.9%

Student, Professor 16 7.1%

Doctor, Nurse 5 2.2%

Freelance 22 9.8%

Others 77 34.2%

Total 225 100%

HEALTH ISSUE RELATED TO SUGAR


Yes 41 18.2%

No 184 81.8%

Total 225 100%

NUMBER OF EXERCISE DAY IN A WEEK


1 26 11.6%

2 39 17.3%

3 40 17.8%

4 26 11.6%

5 10 4.4%

6 1 0.4%

7 6 2.7%

Not Exercise 77 34.2%

Total 225 100%

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DIABETES IN FAMILY


No 130 57.8%

Yes 88 39.1%

Do not know 7 3.1%

Total 225 100%

HEALTH CONSCIOUSNESS Frequency Percent

Not Strongly Important 5 2.2%

Not Important 8 3.6%

Not Quite Important 53 23.6%

Neither 61 27.1%

Quite Important 75 33.3%

Important 17 7.6%

Strongly Important 6 2.7%

Total 225 100.0

BODY SHAPE CONCERN Frequency Percent

Not Strongly Important 5 2.2%

Not Important 11 4.9%

Not Quite Important 19 8.4%

Neither 51 22.7%

Quite Important 93 41.3%

Important 42 18.7%

Strongly Important 4 1.8%

Total 225 100.0

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BIOGRAPHY

Name Mr. Peerasit Horsaengchai

Date of Birth March 28, 1991

Educational Attainment 2012: Bachelor of Engineering

Work Position Co-Founder - WALTS

SCG Cement-Building Materials Co. Ltd

Work Experiences Sale Engineer

SCG Cement-Building Materials Co. Ltd

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Documents

A study of consumers’ understanding, attitudes, and