Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 11

Search results for: Peeraya Somsak

11 Customer Satisfaction for Integrated Marketing Communication in Department Store Chiang Mai Province

Authors: Teerapong Chaisen, Pornpan Puttaraksa, Chayanit Chitchai, Peeraya Somsak, Rinyaphat Kecharananta


This paper aims to study integrated marketing communication (IMC) of department store in Chiang Mai with the object to understand how department stores manage communication in order to inform customer and how customers react to the received information. We study the example of 300 customers both Thai and foreigners who received the given information from the department stores and the reactions of these customers. This paper shows Central festival is the top destination to visit for Thai customers. On the other hand, Central Plaza is favored by foreign customers. However, all department stores need to use more IMC to make awareness for customer.

Keywords: integrated marketing communication, satisfaction, department store, consumer

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10 An Examination of Thai Tourists' Motivation Behavior and Perception of Cultural Heritage in Chiang Mai Province

Authors: Sujui Yang, Peeraya Somsak, Markus Blut


This research examines the international tourists in Chiang Mai, Thailand. It aims to study non-Thai tourists’ of this region to better understand their behavior and motives influencing the choice of cultural heritage tourists in Chiang Mai, Thailand. The data includes questionnaires of 250 tourists in the study area. The most important motives influencing decisions choices are several concerning customers’ perspectives on tourist destinations in cultural heritage in Chiang Mai province. Thai tourists in Chiang Mai are single, 72.5 percent are in the age of 21-40 years old and 50% of sample group are from central and northern of Thailand. Tourists’ motives capture the factor loading as well as the corresponding show 5 components: relaxation motives, place/ physical motives, learning motives, image motives, and achievement motives.

Keywords: tourists motives, cultural heritage, Chiang Mai, customers’ perspectives

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9 The Factors Influencing Consumer Behavior of Beverage in Retail Stores Chiang Mai Province

Authors: Winita Kitisak, Boontarika Panyomoon, Siriyakorn Nilpoun, Nithit Yosit, Peeraya Somsak


The purpose of this study will affect the marketing mix that influences the consumers’ behavior towards beverage purchasing from retail stores. It aims to study the consumers and to better understand their behaviors and factors influencing their decision making on buying beverage in retail stores. We study the example of 400 consumers in Chiang Mai. The study shows that most of the respondents were male, 50 percent is 20-30 year old, and 36.66 percent is 31-40 year old, only 2.66 percent is upper 50 years old, bachelor’s degree holders, working in business field and student with 10,001-15,000 Baht income. Most buyers spend 4-6 times a week buying cheap beverage from retail stores. The consumer bought alcoholic beverages, green tea drinks, and soft drinks, but the mainly purchased product was beer. The results indicate that the brand of the product motivates more on consumers’ demand. While shelf displays, products presentation, and sales promotion affect the most on the consumers’ decision to purchase from the retail stores, the promotions moderately impact the consumers’ decision on purchasing from retail stores.

Keywords: consumer behavior, beverage, retail stores, convenience store

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8 The Antecedents of Thai Women's Entry into National Politics in Thailand

Authors: Somsak Assavasirisilp


The purposes of this research were to study the level of participation in the politic activities of Thai women, to study the factors influencing the Thai women’s entry into national politics, and to study the problems and obstacles to prevent women from enter national politics. This was a mixed research method of both qualitative and quantitative technique. The findings revealed that there were many problems and obstacles, especially culture and social norm, to prevent women from enter national politics and did not have many factors to support Thai women to become successful women politician.

Keywords: culture, social norm, national politics, Thai women

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7 Electrophilic Halogen-Induced Spirocyclization of 2-Alkynolylaryloate Esters

Authors: Krittapast Dara-Opast, Sureeporn Ruengsangtongkul, Jumreang Tummatorn, Kittipong Chainok, Onrapak Reamtong, Somsak Ruchirawat, Charnsak Thongsornkleeb


Selective synthesis of gem-dihalo spiroisobenzofuran and spiroisocoumarin can be performed via halogenative double cyclization of methyl 2-(hydroxyalk-1-yn-1-yl) benzoates in the presence of either N-chlorosuccinimide (NCS) or N-bromosuccinimide (NBS) and chlorotrimethylsilane (TMSCl). The combination of NCS and TMSCl led to the generation of electrophilic chlorine in situ, which activated the alkyne functional group of the substrate leading to the cyclization via either 5-exo-dig or 6-endo-dig mode of cyclization to produce the target compounds in moderate yields. The protocol could be carried on a broad scope of substrates under mild conditions (0 °C to rt). The parent compounds showed good antiparasitic activity compared to standard drug albendazole. Further investigation of the scope of the reaction and their antiparasitic activities is underway.

Keywords: antiparasitic activities, halogenative annulation, spirocycles, spirocyclization

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6 A Comparison of Brands Equity between Samsung and Apple in the View of Students of Management Science Faculty, Suan Sunandha Rajabhat University

Authors: Somsak Klaysung


This study aims to investigate the comparison of brands equity between Samsung and Apple from students of Suan Sunandha Rajabhat University. The research method will using quantitative research, data was collected by questionnaires distributed to communication of arts students in the faculty of management science of Suan Sunandha Rajabhat University for 100 samples by purposive sampling method. Data was analyzed by descriptive statistic including percentage, mean, standard deviation and inferential statistic is t-test for hypothesis testing. The results showed that brands equity between Apple and Samsung brand have the ability to recognize brand from the customer by perceived value of the uniqueness of brand and recall when in a situation that must be purchased (Salience), which is the lowest level in branding and consumers can recognize the capacity of the product (Judgment) and opinions about the quality and reliability when it comes to mobile phones Apple and Samsung brand are not different.

Keywords: Apple and Samsung brand, brand equity, judgment, performance, resonance, salience

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5 The Digital Video and Online Media Development for Integrated Marketing Communication and Tourism Promote in Taling Chan District, Bangkok

Authors: Somsak Klaysung


This study purpose to develop video to promote cultural tourism in Taling Chan District. For qualitative research, the sample size was 40 people from 5 group of the tourism entrepreneur in Taling Chan district, conducted the key informants’ content analysis by using focus group and structures in-depth interview from all stakeholders. Quota sampling was used for this kind of research. The findings indicated that get media video marketing and tourism contribute a set length 11.35 9 minutes there is plenty of social capital in Taling Chan District including detail like local wisdom, knowledge, and way of thinking related to nature, history, historic document, occupation, administration and attribute of local people. Additional research found the new path of travel through the water route according to Khlong Bang Ramat called Route 9 temples that travelers can travel by boat are available in the market in four areas Taling Chan also as well.

Keywords: digital video, integrated marketing communication, online media development, Taling Chan district

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4 Elderly Health Care Process by Community Participation: A Sub-District in the Lower Northern Region of Thailand

Authors: Amaraporn Puraya, Roongtiva Boonpracom, Somsak Thojampa, Sirikanok Klankhajhon, Kittisak Kumpeera


The objective of this qualitative research was to study the elderly health care process by community participation. Data were collected by quality research methods, including secondary data study, observation, in-depth interviews, and focus group discussions and analyzed by content analysis, reflection and review of information. The research results pointed out that the important elderly health care process by community participation consisted of 2 parts, namely the community participation development process in elderly health care and the outcomes from the participation development process. The community participation development process consisted of 4 steps as follows: 1) Building the leadership team, an important social capital of the community, which started from searching for both formal and informal leaders by giving the opportunity for public participation and creating clear agreements defining roles, duties and responsibilities; 2) investigating the problems and the needs of the community, 3) designing the elderly health care activities under the concept of self-care potential development of the elderly through participation in community forums and meetings to exchange knowledge with common goals, plans and operation and 4) the development process of sustainable health care agreement at the local level, starting from opening communication channels to create awareness and participation in various activities at both individual and group levels as well as pushing activities/projects into the community development plan consistent with the local administration policy. The outcomes from the participation development process were as follows. 1) There was the integration of the elderly for doing the elderly health care activities/projects in the community managed by the elderly themselves. 2) The service system was changed from the passive to the proactive one, focusing on health promotion rather than treating diseases or illnesses. 3) The registered nurses / the public health officers can provide care for the elderly with chronic illnesses through the implementation of activities/projects of elderly health care so that the elderly can access the services more. 4) The local government organization became the main mechanism in driving the elderly health care process by community participation.

Keywords: elderly health care process, community participation, elderly, Thailand

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3 Sustainable Development Approach for Coastal Erosion Problem in Thailand: Using Bamboo Sticks to Rehabilitate Coastal Erosion

Authors: Sutida Maneeanakekul, Dusit Wechakit, Somsak Piriyayota


Coastal erosion is a major problem in Thailand, in both the Gulf of Thailand and the Andaman Sea coasts. According to the Department of Marine and Coastal Resources, land erosion occurred along the 200 km coastline with an average rate of 5 meters/year. Coastal erosion affects public and government properties, as well as the socio-economy of the country, including emigration in coastal communities, loss of habitats, and decline in fishery production. To combat the problem of coastal erosion, projects utilizing bamboo sticks for coastal defense against erosion were carried out in 5 areas beginning in November, 2010, including: Pak Klong Munharn- Samut Songkhram Province; Ban Khun Samutmaneerat, Pak Klong Pramong and Chao Matchu Shrine-Samut Sakhon Province,and Pak Klong Hongthong – Chachoengsao Province by Marine and Coastal Resources Department. In 2012, an evaluation of the effectiveness of solving the problem of coastal erosion by using bamboo stick was carried out, with a focus on three aspects. Firstly, the change in physical and biological features after using the bamboo stick technique was assessed. Secondly, participation of people in the community in the way of managing the problem of coastal erosion were these aspects evaluated as part of the study. The last aspect that was evaluated is the satisfaction of the community toward this technique. The results of evaluation showed that the amounts of sediment have dramatically changed behind the bamboo sticks lines. The increase of sediment was found to be about 23.50-56.20 centimeters (during 2012-2013). In terms of biological aspect, there has been an increase in mangrove forest areas, especially at Bang Ya Prak, Samut Sakhon Province. Average tree density was found to be about 4,167 trees per square meter. Additionally, an increase in production of fisheries was observed. Presently, the change in the evaluated physical features tends to increase in every aspect, including the satisfaction of people in community toward the process of solving the erosion problem. People in the community are involved in the preparatory, operation, monitoring and evaluation process to resolve the problem in the medium levels.

Keywords: bamboo sticks, coastal erosion, rehabilitate, Thailand sustainable development approach

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2 Biflavonoids from Selaginellaceae as Epidermal Growth Factor Receptor Inhibitors and Their Anticancer Properties

Authors: Adebisi Adunola Demehin, Wanlaya Thamnarak, Jaruwan Chatwichien, Chatchakorn Eurtivong, Kiattawee Choowongkomon, Somsak Ruchirawat, Nopporn Thasana


The epidermal growth factor receptor (EGFR) is a transmembrane glycoprotein involved in cellular signalling processes and, its aberrant activity is crucial in the development of many cancers such as lung cancer. Selaginellaceae are fern allies that have long been used in Chinese traditional medicine to treat various cancer types, especially lung cancer. Biflavonoids, the major secondary metabolites in Selaginellaceae, have numerous pharmacological activities, including anti-cancer and anti-inflammatory. For instance, amentoflavone induces a cytotoxic effect in the human NSCLC cell line via the inhibition of PARP-1. However, to the best of our knowledge, there are no studies on biflavonoids as EGFR inhibitors. Thus, this study aims to investigate the EGFR inhibitory activities of biflavonoids isolated from Selaginella siamensis and Selaginella bryopteris. Amentoflavone, tetrahydroamentoflavone, sciadopitysin, robustaflavone, robustaflavone-4-methylether, delicaflavone, and chrysocauloflavone were isolated from the ethyl-acetate extract of the whole plants. The structures were determined using NMR spectroscopy and mass spectrometry. In vitro study was conducted to evaluate their cytotoxicity against A549, HEPG2, and T47D human cancer cell lines using the MTT assay. In addition, a target-based assay was performed to investigate their EGFR inhibitory activity using the kinase inhibition assay. Finally, a molecular docking study was conducted to predict the binding modes of the compounds. Robustaflavone-4-methylether and delicaflavone showed the best cytotoxic activity on all the cell lines with IC50 (µM) values of 18.9 ± 2.1 and 22.7 ± 3.3 on A549, respectively. Of these biflavonoids, delicaflavone showed the most potent EGFR inhibitory activity with an 84% relative inhibition at 0.02 nM using erlotinib as a positive control. Robustaflavone-4-methylether showed a 78% inhibition at 0.15 nM. The docking scores obtained from the molecular docking study correlated with the kinase inhibition assay. Robustaflavone-4-methylether and delicaflavone had a docking score of 72.0 and 86.5, respectively. The inhibitory activity of delicaflavone seemed to be linked with the C2”=C3” and 3-O-4”’ linkage pattern. Thus, this study suggests that the structural features of these compounds could serve as a basis for developing new EGFR-TK inhibitors.

Keywords: anticancer, biflavonoids, EGFR, molecular docking, Selaginellaceae

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1 Using Group Concept Mapping to Identify a Pharmacy-Based Trigger Tool to Detect Adverse Drug Events

Authors: Rodchares Hanrinth, Theerapong Srisil, Peeraya Sriphong, Pawich Paktipat


The trigger tool is the low-cost, low-tech method to detect adverse events through clues called triggers. The Institute for Healthcare Improvement (IHI) has developed the Global Trigger Tool for measuring and preventing adverse events. However, this tool is not specific for detecting adverse drug events. The pharmacy-based trigger tool is needed to detect adverse drug events (ADEs). Group concept mapping is an effective method for conceptualizing various ideas from diverse stakeholders. This technique was used to identify a pharmacy-based trigger to detect adverse drug events (ADEs). The aim of this study was to involve the pharmacists in conceptualizing, developing, and prioritizing a feasible trigger tool to detect adverse drug events in a provincial hospital, the northeastern part of Thailand. The study was conducted during the 6-month period between April 1 and September 30, 2017. Study participants involved 20 pharmacists (17 hospital pharmacists and 3 pharmacy lecturers) engaging in three concept mapping workshops. In this meeting, the concept mapping technique created by Trochim, a highly constructed qualitative group technic for idea generating and sharing, was used to produce and construct participants' views on what triggers were potential to detect ADEs. During the workshops, participants (n = 20) were asked to individually rate the feasibility and potentiality of each trigger and to group them into relevant categories to enable multidimensional scaling and hierarchical cluster analysis. The outputs of analysis included the trigger list, cluster list, point map, point rating map, cluster map, and cluster rating map. The three workshops together resulted in 21 different triggers that were structured in a framework forming 5 clusters: drug allergy, drugs induced diseases, dosage adjustment in renal diseases, potassium concerning, and drug overdose. The first cluster is drug allergy such as the doctor’s orders for dexamethasone injection combined with chlorpheniramine injection. Later, the diagnosis of drug-induced hepatitis in a patient taking anti-tuberculosis drugs is one trigger in the ‘drugs induced diseases’ cluster. Then, for the third cluster, the doctor’s orders for enalapril combined with ibuprofen in a patient with chronic kidney disease is the example of a trigger. The doctor’s orders for digoxin in a patient with hypokalemia is a trigger in a cluster. Finally, the doctor’s orders for naloxone with narcotic overdose was classified as a trigger in a cluster. This study generated triggers that are similar to some of IHI Global trigger tool, especially in the medication module such as drug allergy and drug overdose. However, there are some specific aspects of this tool, including drug-induced diseases, dosage adjustment in renal diseases, and potassium concerning which do not contain in any trigger tools. The pharmacy-based trigger tool is suitable for pharmacists in hospitals to detect potential adverse drug events using clues of triggers.

Keywords: adverse drug events, concept mapping, hospital, pharmacy-based trigger tool

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