Perception and Retention Product Placement Ban Nee Me Ruk Sitcom Related to Purchasing Decision Behavior

Abstract

The purposes of this research were 1) to study perception and retention production placement in Ban Nee Me Ruk situation comedy (sitcom), 2) to compare demographic characteristics purchasing decision behavior, and 3) to study correlation of perception and retention production placement in Ban Nee Me Ruk Sitcom which purchasing decision behavior. The data were collected from 420 residents in Bangkok Metroplitan who were watching Ban Nee Me Ruk Sitcom. Data analysis employed frequency, percentage, arithmetic mean (), and standard deviation (SD.), Statistics used for hypothesis testing included t-test, One-way ANOVA, and Chi-square. The study presented the following results: The presentation of the production placement included: display product images, impulse buying shelves that attract customers. Another character of retention in the production placement was the latent contents. The production display were convenient goods such as Mamy Poko and Lactasoy. After the residents samples watched Ban Nee Me Ruk Sitcom, the purchasing decision behavior was in the middle level (52.1%).