BEHAVIOR ON VIEWING DIGITAL TV OF AUDIENCE IN THE CENTRAL REGION

Abstract

The purposes of this study are 1) to study level of importance the marketing mix from consumers of the digital TV-watching behaviors of audience in the central part of Thailand. 2) to study the digital TV-watching behaviors of audience in the central part of Thailand. 3) to investigate the relationships between their individual factors and digital TV-watching behaviors. The samples consisted of 400 digital TV viewers in the central region. The data were collected by using the questionnaires. Statistics utilized in this research were frequency, percentage, mean, standard deviation and chi-square relationship analysis. It was found that most consumers were female, between 25 - 35 years, single, Bachelor’s degree, company employees and 15,001 – 20,000 baht per month. They watched sitcom and series during their preferred time periods for three to four times per week on television for the purpose of entertainment. They watched the programs alone. They watched the 3HD : 33 channel. Their demands were at the high level. The costs, convenience and communication were at the high levels. Their individual factors were related to their digital TV-watching behaviors.