CONSUMER BEHAVIOR OF DIGITAL PRINTING BUSINESS IN DUSIT, BANGKOK

Wat  Ploysri; Krairop  Charoensopa; Montree  Sairotrung

Wat Ploysri 1Department of Printing Industry, Faculty of Industrial Technology, Suan Sunandha Rajabhat University, Bangkok, Thailand
Krairop Charoensopa 2Department of Printing Industry, Faculty of Industrial Technology, Suan Sunandha Rajabhat University, Bangkok, Thailand
Montree Sairotrung Finance division the office of the president, Suan Sunandha Rajabhat University, Bangkok, Thailand

Keywords: Behaviors of Receiving Services, Printing Establishments, Digital Printing

Abstract

This study aimed to investigate and compare factors affecting receiving services in digital printing establishments of the target group including 80 consumers who received services in the digital printing establishments in Dusit district, Bangkok. The results elucidated that the highest factor affecting receiving services in digital printing establishments of the target group was the product and production and followed by the price which had a high level of decision on receiving services. In addition, the result of comparing behaviors of consumers towards receiving services in digital printing establishments by categorizing gender, age, career and income showed that there was no significant difference on behaviors of consumers towards receiving services in digital printing establishments.