ปรากฏการณ์ แบบแผน และภาพจำลองทางความคิดของพฤติกรรมการจำหน่ายผลิตภัณฑ์ยาสูบให้เยาวชนของผู้ประกอบการร้านค้าปลีกในชุมชนชนบท
Abstract
Phenomenon Patterns and Conceptual Model of Retailers in Rural Areas Affecting Casual Factors in Selling Tobacco Products to Youth Abstract This qualitative research aims to understand and explain the phenomenon, pattern and conceptual model of retailers in a rural community, which affect casual factors in selling tobacco products to minors. Methods of the study in collecting data are semi-structured interviews, participant observations and non-participant observations. Key informants are 12 retailers who have been selling tobacco products to minors. The quantitative data analysis is descriptive statistics and the qualitative data analyses are content analysis and thematic analysis. The findings reveal the following three results. First, the level of phenomenon of 12 key informants have the behavior of selling tobacco to minor consumers with 7 characteristics: neglect to check the age of the buyers of the tobacco products, display the tobacco products at the point of sale, selling tobacco to minors by self-service, selling single cigarettes or small packages to minor consumers, hide the sign saying their shops sell no tobacco products to children under 18, provide lighters for minor consumers without charge, and provide a smoking area for consumers. Second, these patterns consist of three sub-patterns, which are the pattern for constructing a typology of minor customers, the pattern for selling tobacco the minors, and the pattern of buying the tobacco products among minors. Third, the level of the conceptual model are the economic value and motivation of income from selling tobacco products to minor consumers, perception of law and misuse of rules, the definition of a minor that distorts the legal norm, and the flexibility of the behavior of selling tobacco product to the reference group. The result is useful for the development of an approach for rural retailers’ behavioral change concerning tobacco sale to minors in the next phase. Keywords: tobacco products, retailers, selling tobacco products to minorDownloads
Published
2015-03-06
Issue
Section
บทความวิจัย/ปริญญานิพนธ์