Moorapun, Chumporn

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Preferred name
Moorapun, Chumporn
Alternative Name
Moorapun, Chumpom
Main Affiliation
Email
chumporn.mo@kmitl.ac.th

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    Item type:Publication,
    A cross-cultural study of luxury perfume packaging design
    (2015-12-01)
    Chinda, Khwanrat
    ;
    Moorapun, Chumpom
    Packaging design not only elevates the position of a product, but also increases its sales volume. However, a design may be perceived differently among cultures. This study compares the perceptions of Thai and Malaysian consumers about the packaging design of a luxury perfume. The authors investigated nine pairs of packaging design elements and used a semantic differential questionnaire to determine the differences in the consumers' perceptions about luxury. The authors randomly selected a total of 194 Thai and Malaysian shoppers, asked them to respond to a set of nine questionnaires, and statistically analyzed their responses by using T-tests and multiple regression methods. The results found that Thai and Malaysian consumers perceived luxury differently for the following attributes: preciousness, quality, and uniqueness. From multiple regression analyses, the authors found that the predictors correlated highly with consumers' intentions to purchase the perfume. All attributes about perception had positive significant regression weight, indicating that consumers with a higher level of perception were more likely to make a purchase than ones with a lower level. The results will be used to formulate a preliminary design guideline for luxury products that may help increase the sales volume of Thai perfume in Asian markets.
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    Item type:Publication,
    Comparisons of perception of identity for Thai craft souvenirs: A cross-cultural study between Thai and Malaysian customers
    (2015-09-01)
    Simsiri, Sarath
    ;
    Moorapun, Chumporn
    The aim of this study is to examine the perception of Thai craft souvenirs and how that perception affects the buying intention of the Thai and Malaysian consumers. The identity of the souvenirs is defined in terms of 13 design factors. A questionnaire with 7-point semantic differential scale is used together with illustrations of Thai craft souvenirs to elicit responses from 194 Thai and Malaysian subjects. A t-test is applied to compare the perceptions of Thai and Malaysian consumers for the 13 design factors. The research shows that the Malaysian customers are more likely to have a better perception of modern usage products than the Thais. A regression analysis shows that 5 design factors that strongly affect the consumers' purchasing intention are: uniqueness, high-quality craft, functionality, collectible value, and attractiveness.