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  • A STUDY OF THE FACTORS AFFECTING POPULARITY OF LOCAL FOOD

    PREFERENCES OF RESIDENTS OF CHANTHABURI PROVINCE

    2560

  • A STUDY OF THE FACTORS AFFECTING POPULARITY OF LOCAL FOOD

    PREFERENCES OF RESIDENTS OF CHANTHABURI PROVINCE

    2560

  • . (2560). . . .. (). : .

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    (Mixed Method) 400 / 6 1) 2) 3) 4) 5) 6) :

  • Kornkanok Maya. (2017). A Study of the Factors Affecting Popularity of Local Food Preferences of Residents of Chanthaburi Province. Independent Study. M.P.A. (Local Governemnt). Chanthaburi : Rambhai Barni Rajabhat University.

    Advisory Committee Kwansiri Charoensup Ph.D. (Good Governance Development) Chairman Associate Professor Chaiyon Praditsilp Ph.D. (Political Science) Member

    Abstract

    The purposes of this research were to study the popularity of local dishes and to investigate the factors affecting popularity of local food preferences of residents of Chanthaburi Province. The research instruments used in this study were the mixed methods approaches of quantitative and qualitative research methods. A sample group of 400 residents of the Muang District of Chanthaburi Province responded to a questionnaire for the quantitative portion of the research. In-depth interviews were conducted with owners of local food restaurants in the Muang District area for the qualitative portion of the research. Participatory observations were also applied to the qualitative portion of this study. The results showed that the popularity of local foods was at the high level. Local foods were categorized as follows: 1) Fruit, such as: rambutan, mangosteen and longkong; 2) Desserts, such as: deep-fried dough sticks with dipping sauce, preserved durian, and durian chips; 3) Meat dishes, such as: cardamon pork, beef noodles, pork satay, and stir-fried pork with young pepper. The 6 factors affecting the popularity of local dishes were: 1) Familiarity when compared to other modern dishes; 2) Availability of dishes and ingredients in households, markets and restaurants; 3) Unique flavors due to traditional recipes; 4) Favorable balance of hot, sweet, salty, and spicy flavors; 5) Favorable image of delicate and elaborate food preparation; 6) Confidence in local food preparation. Keywords: Consumption, Local Food

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  • 1 ........................ 4 2 .................................................................... 32 3 ...................................................................................................................... 32 4 .................................................................................................................. 33 5 .................................................................................................................... 33 6 ............................................................................................................. 35 7 ...................................................................................................... 36 8 ........................................................................................... 38 9 ......................................................................................................... 39

    10 ............................................................................................. 40 11 ..................................................................................................... 41

  • 1

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    ( . 2550 : 50-54) 1. 2. 3. 4. 2 (/)

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    1. .. 2559

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    1. 1.1 1.2 1.3 1.4 2.

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    ( . 2549 : 11-12) (2542 : 9) (2548 : 21)

    3 ( 200 . 2525 : 2)

    1. 2

    4 1.1 1.2

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    1.3 1.4 2. 5 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 3. 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9

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    3.10 3.11 3.12 3.13 3.14 ( . 2549 : 20-22)

    ( . 2549 : 28-29)

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    5.

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    9 ( . 2549 : 29-31) 1.

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    7. (Blender)

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    9.

    (2552)

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    1) 37 2) 1-3 3) 58 4) 2 3 (Rubric Scoring)

    (2551) 3 3 80/80 3 3

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    5 2550 32 3 4 40 .42 - .58 .25 - .92 .93 t 3 85.96 / 82.11 3 .01

    (2555) - 3 1.39 0.51 1.38 0.05 0.92 0.10 3.68 1.65 71.00 3.49 300.12 13.82 /100 111.55

    (2536)

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    14 423 1) 3 (1) 236 55.79 4 (2) 144 35.22 8 (3) 38 8.98 2) 47.04 47.51 5.43 (1) 54.14 43.09 1.69 (2) 34.89 53.69 11.40 (3) 50.00 44.73 5.26 3) 3 (1) 69.37 87.13 97.29 (2) 28.85 95.28 32 (3) 7.89 99.98 2.63 4) 7 (1) (2) (3) 5) 3

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    (Mixed Method) 1 2

    1. 1.1 1.2 1.3 2. 2.1 2.2 2.3

    124,147 (. 2558 : 2) (Sample Size) (Taro Yamane)

    n = N

    1+Ne n = N = e = (Sampling Error) - = + - 5% - 95 %

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    n = 124,147

    = 400 400

    (Sample Size) 400 (Sample Technique) (Two-stage

    Sampling) (Systematic Sampling)

    1

    1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.

    9,891 15,923 8,053 12,685 4,283 27,075 13,364 10,070 4,809 6,113 11,881

    32 51 26 41 14 87 43 32 15 20 39

    124,147 400 : (2558 : 2)

    1+124,147 (0.5)

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    (Questionnaire) 1 2 3 3 4 1 2 3 4 5 6

    (Validity)

    1) .. 2) .. 3) .

    (Reliability) 30 0 - 1.0 0.7

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    (Descriptive Statistics) (Likert Scale) 5 5 4 3 2 1 5 4.50 5.00 3.50 4.49 2.50 3.49 1.50 2.49 1.00 1.49 1. 2 1.1 (Primary Data) 1.2 (Secondary Data) 2. (Semi-structured or Guided Interview) (Interview Guide) (In-depth Interview) (Key-informants)

  • 19

    (In-depth Interview) (Key-informants)

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