201901 Hokkaido Conference Proceedings (SS)

In Thailand, the good news is that we are having Ministerial Regulation on Entrepreneur for Elderly and dependants promulgated by Health care Entrepreneurship Act B.E. 2559. In order to regulate elderly business directly, the examples of major practices on law enforcement such as entrepreneurship permit, executive qualifications or service providers must hold a degree or certificate in health service including entrepreneurship standard in three areas, namely location standard for example the width of bed , safety standard in term of CPR training for personnels and service standard such as the personnel must be trained essentially for performing their duties. While the major policies for Thailand’ elderly care have been to boost Thailand as hub for elderly service of the world including promoting elderly care business and attracting foreign service users simultaneously. Major factors are quality and good service standard, so the law enforcement does not aim at only raising up the qualified standard of elderly service but also using as tools for scrutinizing investors in this business which will benefit to socio-economic context of the country. As I wrote earlier, the outstanding factors which have made some retired foreigners are warm weather all year , low cost of living including Thai hospitality and business readiness as well as Thailand has low cost of living when comparing to other developed countries. Evidently , Thai food is a half price , consequently some real estates like elderly villages which offer fully healthy service are very attractive. In 2008, there were foreign entrepreneurs investing to launch in some housing projects especially at seaside areas , in which some projects emphasized on the foreigners who lived during their retired lives in Thailand and then cooperated with health centres of any hospitals in their living areas in response to their medical need .Even in today, such mentioned projects still exist in major tourist provinces such as Chonburi, Rayong, Phuket, and Krabi provinces ,etc. Most projects are such a kind of Hi-end condominiums which are luxuriously decorated but realizing the elderly living such as slope path attached with stairs as well as railing along walkways in the building .Also other facilities such as swimming pool, sport club and sauna ,etc. One form of business which is outstanding for the elderly group both Thai and foreigners is home care which adapted itself from nursing home including complex building business that offer fully facilities as well as entertainments and activities that the elderly require , etc. In term of real estate businesses , there are some image adaptations and other characteristics of real estates differently in order to focus on the elderly group who have the purchasing power to increase business opportunities. Thus, the real estates for the elderly today are variously offered in patterns and price ratings as follows: (1) The project in which business model offers the whole rights in living only for whole life, namely any consumers are not owners of such real estate and not be able to sell rights to others. The remarkable point of this is environmental design and proper 348

facilities including some daily medical services. ( 2) Real estate project for sale which emphasizes on designing any houses specifically for elderly for example each house will be install an alarming system connecting with medical centers, etc. including facilities investments and full service centers in the project .Moreover, the outstanding characteristics of the project are a central management unit which deals with some medical services and mutual activities that are considered as major sale point which helps erase the former image of foster home for the elderly and becomes such a kind of a service investment unit which is essential and a desired life pattern for retirement period. But some challenging factors that entrepreneurs should consider in doing business for elderly treatment are as follow: 1. Unable to expect the expectancy life of the elderly Since some elderly have some risky factors to life such as sickness but someone is healthy, so a businessman needs to design a business model thoroughly in order that the elderly and their offsprings can find some selections or patterns of service provided that are suitable for them and how to make the elderly feel that is worth investment and purchases . 2. Purchasing power problems This problem may arise with entrepreneurs and renter or buyers , so financial planning is very vital ,especially the financial planning for customer such as a duration of investment which is combined with income of customer. Money collection which is left for their offsprings derived from some savings and investments , the elderly usually spend during a devalued money. Besides, doing business with the middle-level customer will make a little profit , thus a pay-back period always take such a long time that any entrepreneurs plans their finances concisely. 3. Increasing capital problem Major cities where there are a lot of residents living or tourist towns where the weather is fine usually have very expensive land followed with the building and land developments. Or the cities which the public sector has a policy in developing new towns or expand some economic areas to major town and minor ones that may cause the businessmen to invest according to the public development plan. But it is not anticipated that whether policies or plans will be succeeded, this is considered as a risk of an investor in this kind of business as well. Another kind of capital cost is a maintenance of houses and buildings , or each room ,electrical equipment, city water, other facilities which are subject to manage the capital cost sufficiently because any entrepreneurs cannot sell or buy and then reject the project .And, the elderly cannot manage with the maintenance by themselves. 349

4. Labour and manpower problem Turnover problem results from some staff who take care of the elderly because they are teenagers. Therefore, cleaning up some feces and urine , feeding food and medicine, taking care of the elderly during their sickness, make some staff hardly have relaxations and have to stay with the dirty stuff. This can make the staff lose some patience, accordingly; they tend to apply for some new jobs in hospitals because they are more well– qualified. In case of male staff, they seem to be less patient than female one, thus most female staff still work and if some elderly’ bodies are rather big, it will be troublesome to bear their weight. That’s why, these are some problems facing turnover in large scale. Training for the staff is very vital , but they have to possess a service mind and learn to know that the elderly usually have what kind of symtoms of malady they have such as how Alzheimer is , punctuality, honesty and Dhamma study. Besides, any entrepreneurs must realize on staff migration ,various welfares such as housing, food , house rental cost, travel cost, overtime charges ,etc. for the staff in order that they would feel secure in their careers. Since the elderly need someone to take care closely, so a staff who takes care of them should practice and have a relatively high salary because they have to work hard , be high bearable towards stress, complaining and scolding which are very stressful and if this kind of business need to provide service to foreigners ; it is vital to have skills and knowledge in culture and etiquettes in daily lives.Most importantly, any language skills are essential in providing some services to some foreigners. For the central units, there should be a big data for foreigners thoroughly because living in Thailand requires a visa applications in Thailand and entrepreneurs are in charge of giving this service in this case. Thus, the staff with language skill should obtain an appropriate remuneration differently from general staff .This would attract any staff who need to practice themselves and be able to work longer. 5. Problems arising from the elderly and their relatives Some symtoms of individual elderly are different ; some of them hurt themselves ,some are so depressed ,so a psychiatrist is essential. One factor is that their relatives also expect in service providers. Therefore, there should be a good communication, a reliability of treatment qualities, expertise and a speedy travels to hospital including sophisticated hi-tech equipment for a physical analysis. 6. Problems of customers at various incomes In case that an entrepreneur has provided some kinds of services to different customers that will cause a disparity in each group, both service and areas, facities. Therefore, an entrepreneur must choose a group of customer carefully or set up a group at area base which is definitely separate. 7. Legal problems 350

Doing this kind of business is subject to study some legal regulations thoroughly because it is considered as a human treatment which should have a good legal advisor as well as provide some knowledge in working out in case there will be some problems to all staff to acknowledge in order to prevent such problems and cope with any unexpected situations. Also, some legal regulations concerning some privileges, health insurance, preparing some document permissions for mutual service users. Another point is that complaints management or any prosecutions from their relatives in case of unexpected casualties that may damage some properties, some doubtful deaths of the elderly’s relatives. Consequently, any entrepreneurs should commit a feasibility study to deal with such mentioned situations which may arise. 8. Problem of an existence of business – Setting up this kind of business is not difficult for businessmen who have some capital cost or supportive credit systems. However, the difficult thing is that maintaining this project as prescribed by the determined policy because when any residents become dead, who would be a successor of property and asset. Or else it would shift to the new generation or not. Consequently, this matter must be concise and clear since contract signing, otherwise a society may change over irrelevantly to its purpose or to be a congested community in the future. 9. Problem in case a business cannot make a profit as expected If a business which is dealt with any medium-scale customers or insecure financial ones may cause some problems in the future or unexpected problems such as their offsprings abandon them and do not care for their expenditures because they are rather high due to a human treatment concerned as well as personnel’ s expenditures regarding with monthly earning , water and electricity cost, medical and nursing cost, medical equipment and its maintenance, food, etc. Therefore, a business for elderly in nowadays is likely to be costly, it should select a kind of good customer. In conclusion Pushing up Thailand as business hub for the elderly in the world, as well as a promotion on doing business concerning treating the elderly and attracting foreigners. The outstanding factor attracting this group of customers is to build up quality, service standard of this kind of business. Accordingly, an entrepreneur not only upgrade a service quality of elderly but also use it as a mechanism of screening investors who are interested in investing in this business that would benefit in term of socio-economic context of the country. Meanwhile, other businesses may be increasing due to the product and service improvements which could be relevant to the lifestyle of elderly groups as well. Not only a business for treating the elderly and building up real estates for elderly, 351

but also various business especially a service which adds up its product and service to capture the elderly market no matter the product exchange concerning health issue and ever used to exist in only hospitals becoming some common household products for example digital medicine box in which each channel open up due to designated time and the offsprings can add up some medicines when doctors prescribe. Meanwhile, the result of taking medicine can be monitored on applications which signal or wrist strap, mobile necklace and a button calling for some help to related destination agencies or their offsprings that would help them instantly, etc. Organizing tour packaging and Buddha praying trips which are organized especially for the elderly is not too hasty. And there are many different forms of activities including focusing on tourist group on cruise which is popular among the elderly. Designing products suitably for the elderly’s physical body such as designing a public bus with more facilities, restroom and walkway for trolley which is convenient, first aids equipment and travel insurance suitably to each age level. And there may be some professional nurses joining in the trips. Since another behavior of the elderly that they still need is that some abilities to go anywhere as they want without waiting for their family member who are usually busy with their work. One of business that can respond to their travel need is a pick-up service which adapt its car body suitably to the elderly such as handrail to get on the car, seating which is specially designed as above mentioned examples. Making an analysis and understanding some requirements and behaviors of the elderly are such good starts, living closely and keeping contact with their offsprings are the priorities of the elderly. They are concerned and need to talk with their offsprings all the time. But a problem which exists now is the city life which makes their offsprings live far away from the that would be difficult to meet each other. Moreover, even a modern form of communication among people nowadays like online conversation has made it worse for such communication between them. Therefore, helping any elderly become skilled in online communication may be a response to their need and business opportunities. Thus, the teaching program or courses business for teaching the elderly in term of communication technologies in which they are not familiar with is considered as an innovative and remarkable idea. Evidently, the elderly will be very expanded in the future. Today, a homework for business is an insight in a real demand of the elderly, so a preparation for an entrepreneur is not only a budget preparation but also a study in behavior, business planning , facing on problems of contextual factors in many areas namely conomy, society, politics ,legal issues and technology which cannot be ignorant. Finally, creating up a strong point of an organization in order to maintain its long business sustainability is necessary in order that not to miss a major business opportunity in the very near future which is heading to an aging society. Reference 352

Chaitheerasuwe ,Theepakorn : 2018: www.passiongen.com/2017/06/business-trends-that-will-drive-success-in-2017/ Chansiri, Urairat. www.bangkokbiznews.com/blog/detail/644907 Department of Local Administration Promotion and Bureau of Social Development, Pattaya Municipality Economic Intelligence Center, 2017, Elderly Treatment with the challenges for Thai entrepreneurs, Retrieved September 19, 2018, from www.scbeic.com/th/detail/product/556 Foundation of Research and Development Institute for the Thai elderly 2552 Institute for Population and Society Research, Mahidol University, Population of Thailand, 2018, Retrieved September 15, 2018 from http://www.ipsr.mahidol.ac.th/ipsrbeta/th/Gazette.aspx Worcester, R. (2000). Challenges of the demographic shift. Age Concern / ITC Panel, Money, 27 November 2000 RSA www.scbeic.com/th/detail/product/556 :2014 www.jarm.com/knowledge/ Individual country pensions 353

ISSSM-0329 Public Participation in Small Business Operation for Social Development in Phra Nakhon Si Ayutthaya Province Sasiwan Phoolsawat1 Supakorn Limkhunthammo1 1 Management Program, Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi 19, Village No. 3, Tha Wasukri Sub-district, Phra Nakhon Si Ayutthaya District, Phra Nakhon Si Ayutthaya Province, 13000 [email protected] , +66972545850 Abstract Sharing opinions, discussion and decision-making on the needs and directions of change are considered as participation in one of the actions leading to the creation of activities or projects in the community. The purpose is to create new things in the development of the well-being of people, communities, society and the environment. It has many components such as objectives, participation in activities, community development, promotion and public relations. However, Phra Nakhon Si Ayutthaya has a group of people that create and promote products from local wisdom, to create innovation and way to gain income for the people in the community. At present, there are 166 products of Phra Nakhon Si Ayutthaya province that has been certified for the quality (Information as of July 28, 2017 by TISI Home page). The government and private sectors of Ayutthaya have set up local distribution centers and tourism to promote the business of community groups, which are small local businesses, such as Kong Khong Market (Sangsom House), Lad Chado Market, Ayothaya Floating Market, Tung Buachom Floating Market and Krungsri Market. In case of Krungsri Market, the management of government agencies in Ayutthaya province established and began its first opening for public on April 1, 2560 as a support area for the relocation of the shop, which had trespassed the back area of Wihan Phra Mongkhon Bophit. Then added the community market, Thong Fah shop (www.posttoday.com, July 29, 2017) as well as a source of goods from the community, farmers. The operation within the Krungsri Market and other markets mentioned above, was like an open opportunity to the public, local product groups and small businesses to participate in the sale of goods, innovations and goods from local wisdom, thus increasing the number of customers to solve the problems of households, society and the environment by using good management mechanism both in the public and private sectors together with the wisdom to be more sustainable. Keywords: Public participation, Small business, Social enterprise, social development 354

1. Introduction At present, the population suffers from a lack of sufficient income to cover household expenses. With hard life and with unlimited expenditure, the sluggish economy makes people wake up and find ways to generate enough income for the expenses, resulting in the occurrence of variety and new small businesses with more innovations as can be seen today. These small businesses can help people gain income, and have new products and services to meet the needs of today's customers. With the progress of the business and the advancement of technology in the online world, public relations has become more widespread than in the past, rapidly increasing the popularity of the product and increasing the distribution channels. It helps to develop the economy and society at the local level, resulting in the distribution of income from the business to the community, the employment, and income for people, which promotes economic and social structure. Phranakhon Si Ayutthaya is considered one of the industrial cities. The population in the area and from neighboring provinces travel to live and work in large numbers. It is an opportunity to support new business, but on the other hand, the people there are a lot of people who do not have an income as well. With the number of unemployed people, the group has formed a group of businesses in the community to invent products from local wisdom and to supply raw materials within the community to generate income, solve household, social and environmental problems using the management mechanism from those who have knowledge in the business sector, government agencies that promote trade, financial institutions that provide the support, academic services in business administration from higher education institutions combined with knowledge, folk wisdom and social innovation to be sustainable in the career, financial security and income derived from goods or services. Moreover, the profits that people receive can also be added to the benefits of society. Public participation Participation is the result of agreeing on the need and direction of change, and It must have been so much until there is the initiative to do the project for practice. The first reason for having people come together is there should be awareness to all actions taken by a group, community leader, or organization. Therefore, community leaders or organizations must act as leaders in achieving change. (Yupaporn Roopngam, 2002, p. 5) Participation in community development is important for developing community. There are many factors that contribute to community development such as participation, community development principles, community development process. These are important issues that need to be addressed in community development. However, people are most important because people are the main center of development to make the community develop in a good way. Participation is at the heart of 355

community development. No country developed without the cooperation of the people. (Asst. Prof, Chinnarat Somsurb, 1996 : 20). Principles of Public Participation Chatchai Na Chiangmai (1990: 25) said that the principle of creating people's participation means the opportunity for the people and all sectors of society to participate in the government. The International Association for Public Participation has divided the levels of public participation into five levels: 1. Providing information is the lowest level of public participation, but it is the most important step, as it is the first step in the government to allow public to involve in the process. Informational methods can be used for various types of publications such as publications, information dissemination through various media, exhibitions, newsletters, press conferences, publishing and web-based information. 2. Hearing the opinions is a process that enables people to participate in providing information, facts, and opinions for decision-making by government agencies in a variety of ways, such as listening, commenting, organizing the stage for discussion, commenting via website, etc. 3. Involvement is an opportunity for the public to participate in the operation or to make suggestions leading to a decision to ensure that the public's information, opinions and needs are taken into account as an alternative in public administration, such as a workshop to consider public policy issues. 4.Collaboration is a way for public people representatives to be involved in a partnership with the government sector at all stages of the decision-making process and ongoing joint activities, such as allowing public people representative to be one of the committee. 5. Empowering people is at the top level of the public role, by allowing people to make decisions in referendums on public issues, village fund projects that empower people to make decisions, projects and activities by the demand of the people. From the above, it is known that both the government and the public should create the principles of participation together so that each side is aware of the problems and needs along the way. People will be more involved in their activities and community development to be stronger because participation is an important guarantee that all people live in the community sustainably. 356

Small Business The Small Business Administration (SBA), an independent governmental organization that provides financial and administrative assistance to small businesses in the United States, defines Small Business as an independent business without competing power and employs no more than 500 people. Asst. Prof. Amnat Teerawanich has defined in Small Business Management Book (2003: 12) that small businesses are businesses with fewer than 100 employees. It get capitals from one person, except in some cases, it may be from 15 or 20 people, with a local scope of operations. Except for marketing functions, which may operate to a large extent and compared to the largest businesses in the industry, then the business is small. SMEs or small businesses mean independent businesses with private ownership. They are operated by the owner, not fall under the influence of another person or business, have low operating costs, and there are not many employees. The importance of small business Small business helps in economic and social development, as small business help to diversify income from the business sector to group of people, causing employment and income. It helps to make the better economic and social structure. Small business is the start of a big business, because the growth of small business has made the business stable, with higher production. And with the introduction of higher technology in the production of these, which is the basis for larger business. Small business is the source of new products. It is the integration of people who think and produce new products to the market, where large businesses do not risk to invest. Characteristic of Small Business Sales volumes are low, with local revenue that may not be able to serve large businesses, but it is enough to make small businesses survive. So large businesses do not want to compete with small businesses. They have expertise and experience in customer service, since the owners manage the businesses by themselves, so they use their own personal skills to do work, such as tailor, interior designer. The service is personal, depending on the ability and personality of the entrepreneur, but most of the time it is in the small business. Small businesses can compete with large businesses by offering the convenience that large businesses, which are competitors, cannot afford. They can adapt to local needs. Local small businesses that make their own decisions using local knowledge, needs and preferences often have big advantages compared to large 357

businesses. Businesses have a personal relationship with the owners and employees with highly motivation. When doing their own business, the owner must work harder and sacrifice more than work for others as they are a business owner, they are able to operate their business with the agility of a small business management, able to adapt to change faster. Low operating costs due to the use of family members to work, so they can produce more but pay less than wages paid to workers employed elsewhere. Benefits of Small Business Small business is part of a community business, which contributes to the economic welfare of the people, as it produces half of all goods and services. The economic benefits of small businesses are the same as large businesses, generating revenue for the community and the country, providing new jobs, providing innovation, stimulating competition, helping large businesses, and producing efficient products and services. The benefits of small businesses are as follows. 1. Create a new job. It supports those who want to start their own businesses by investing in new businesses or expanding their existing businesses. It is an opportunity for the small business labor market to grow into a medium and large business. 2. Creating new or innovative products. It will be the beginning of research in the laboratory to be accepted, which will contribute significantly to the standard of living of the people. 3. Encourage economic competition. Increasing competition is a situation in which a business is competing for sales. Having small businesses to compete with will result in lower price competition as well as increased productivity and standardization of goods and services, which will increase the standard of living for the people. 4. Help large businesses produce products and services more efficiently. Some small businesses tend to do better than larger ones, because large businesses cannot do everything, while small businesses can do more efficiently, such as distribution, sales, production factors, services, etc. 5. Production of efficient products and services. Small businesses need to be concerned with the efficiency of their work, especially those who rely on craftsmanship, small businesses can do better. It is a starting point for developing the ability to work of the owner. 6. Distribution and development of the country. Small businesses are widely spread across communities. They play a role in promoting local growth distribution. 7. Raising capitals. Small business is a collection of capital owned by entrepreneurs and their relatives, and it brings business benefits. It is the starting point for raising capital, which increases the productivity of the country, such as manufacturing, mining, wholesale, retail, and service business. 358

Social Development Social Development is to change the social structure through the guideline or planning. There are 2 parts of important structure; social organization and social institute. There are 4 elements in each part as per mentioned earlier. So, social development includes the development of social organization and social institute to develop people in social organization and regulation or culture. Target of social development through the Office of the National Economic and Social Development Board in the Eighth National Economic and Social Development Plan is to help intelligent people to be good and happy, strength family and society. The development will be sustainable if the development is successful. Generally, development process will be started from the vision of the village, and plan through the vision for success, after that, set the strategy by Participatory Action Research (PAR) Process. That means the developers will do research with people in the society to develop village, family, and community. Development with villager participation will help them to know the working process and feel the owner of development. They will value highly their works. In academic terms, social development is an important social process because this process will change the society from under development to be developing. There will be sustainability in family, strength in community, and happy development for people. Community Development Process Community Development Process might be separated into 7 steps Step 1: Community Study This means to study and analyze the truth in terms of society, economy, culture, requirement, and problems in each village for better improvement to be beneficial for the people in the society. 1. Objectives of Community study 1.1 To know requirements of the village to find the responding solution. 1.2 To know the problems and to create projects for solutions of the problems. 1.3 To know the knowledge sources in the society, natural resources, expert and institutes to be the useful resources in social development. 1.4 To know the relationship between organizations and villages to be the source of improvement for better relationship. 1.5 To study Socio – Economic, social security, economical status, consumption to find the better way of improvement. 1.6 To understand about beliefs, attitudes, traditions, recreation of villagers, to find the 359

supporting way and improvement appropriately. Step 2 Community Problem Analysis Actually, community development means the problems solutions. So, social problem analysis is one of the important steps. Generally, there are 4 kinds of social problems 1. Occupation and income problem 2. Environment problem 3. Sickness problem 4. Education and culture problem. These problems might be separated to be 2 types 1. Community can solve the problems without assistance from others. 2. The problems are needed to be helped from others. The benefits of community problem analysis 1. To be a guideline of solutions through village limitation 2. To realize the problems about the difficulty to manage and to arrange the priority of the problems. 3. To be preparation for future solution for smooth operation. 4. To be the usefulness of community development plans because this step gathers the connection of all problems. Step 3 Community Problem and Requirement Arrangement After complete community problem analysis, arrange the importance of the problems to be guideline for problem solution. 1. The principle of Community Problem and Requirement Arrangement; 1.1 The most worried problem of the village should be very important problem. 1.2 The problem which is the requisition to other problems should be very important problem. 1.3 The problem which is beyond the villagers’ability should be very important problem. 2. The benefits of Community Problem and Requirement Arrangement 2.1 To know the most worried problems which is urgently solved. 2.2 There are many problems which cannot be solved together, the arrangement will be the good guideline of problem solution. 2.3 To know the involvement of the problems to solve the problems together to save time. 2.4. To be the guideline in solution planning in village. Step 4 Projection Solution Planning 360

Planning or Projecting in community development means the process about objective determination in processing, manage, and set the guideline for community development to achieve the objectives. There is idea arrangement in processing to know how, when, who, where, why to do that. Along to workshop to villagers to understand to arrangement, assignment to involved persons to know their roles, and to be forecast the trend in future plan. 1. The important principles of projection solution problem 1.1 planning from the analysis of the truth of social, economic states, requirement, and problems in each community 1.2 The principle must be based on the community’s requirement by following through the importance of the problems. 1.3 The arrangement of community problem must consider to the numbers of involved population, interest, and requirement of each family. 1.4 The principle must be conformed to the values, beliefs, forbidden of people in the community. 1.5. The principle must start from the things and realization in the community. 1.6 The objectives must be conformed to the interest and satisfaction of people in community. 1.7 There should be systematic operation plan. 1.8 The process must be knowledgeable for the operator. 1.9 The process must rely on the cooperation from other organizations and village leaders. 1.10 Point to the evaluation guideline very well. 2. Steps of projection solution planning In social development, there are 5 steps of project planning 2.1 Truth finding. 2.2 To inform opinions to others for support.. 2.3 Proceed planning and project through the appropriation by all acceptance. 2.4 proceed through the plan and project systematically. 2.5 Follow-up and evaluation. 3. The property of good planning work and project 3.1 A plan and project from data analysis through the situation. 3.2 Choose and filter the problems from community requirement. 3.3 Has objectives and operation process which are satisfied by people in community. 3.4 Be permanent but flexible. 3.5 Balance of requirement. 3.6 There are detailed operation plan. 3.7 The continual process. 3.8 To be educational form for community. 361

3.9 Cooperation form. 3.10 Evaluation after operation. Principal 4 Process Consideration In community development, there are 3 main topics in form of planning and project developer plan as following. 1. Project elements analysis: the projects in community development should be gathered with following elements: 1.1 Objective. 1.2 Methods or activities. 1.3 Expected results after completion. 1.4 Targets. 1.5 Operation period. 1.6 Factors in operation. 2. Project Analysis The area of analysis is as follows: 2.1 Projecting conformation. 2.2 Project possibility. 2.3 Project appropriation and benefits. 3. Operational plan analysis When community developers accept to proceed through the projects, in the final step, there must be operational planning analysis of the projects, too because the operational will show the necessary truth to be the information for consideration. There are information and significance as; 3.1 Project’s name. 3.2 Project rationale, 3.3 Objectives. 3.4 Goals or expected results. 3.5 Project’s responder. 3.6 Spent resources. 3.7 Operational process. 3.8 The responding organization in the future. 3.9 Evaluation methods. In this step of project consideration, if there is defect after investigation, the developer must edit the information to be correct and appropriate before continuing. Step 5 Process for Community Development 362

This is operational process for community development. It is very necessary that the developer must allow people in community to have participation as much as possible. The duty of developer is to support, and there are 2 more important duties; 1. The effective processing project management 1.1 Operate systematic job commanding and separation. 1.2 inform involved person to clearly understand. 1.3 Guideline the coordination process. 1.4 Determine the checking and controlling guideline. 1.5 Proceed checking and evaluation sporadically for defect improvement. 2. Operation control and follow-up In community development process, there is not only project management, but there is also operation control and follow-up to complete the process. Community development or project controller must be skillful and comprehension in process of community development, management, controlling and follow-up process very well. Then the process can be proceeded efficiently. Step 6 Evaluation 1. Definition of Evaluation Evaluation is one of the methods to control processing to run efficiently and achieve the objectives and processes, or the measurement of the progress to find the defect of progress and to fill the missed operation. So, evaluation is like a mirror to reflect the operators to see the strength and weakness of every step of operation, and also useful to predict the possible results in the future. 2. Benefits of job evaluation Evaluation of the work has many benefits for community development as follows: 1. Demonstrate the progress of the project. 2. To know the direction of the operation whether it is in accordance with the requirements or not. 3. Indicates the effectiveness of the project. 4. Describe the strengths and weaknesses of the project. 5. Helps to build teamwork skills. 6. Helps to prioritize activities. 7. Ensures the performance. 8. Process to earn various support and help. 9. It is the basis for the project and the next opportunity. 363

Step 7: The Role of Developers in Community Development Since the goals and processes of community developments are very broad, Community developers must have many roles or obligations but should have at least five basic obligations as follows: 1. Educator: Educate the community by introducing new ideas and knowledge to the community, supporting and enhancing the learning atmosphere by talking about the meeting. 2. Organizer, to organize group activities for members to work together to solve common problems. 3. Co-ordinator, to coordinate between various stakeholders, both private and public to mobilize the resources available to make the most of it. This is because community developers are not experts in solving problems in the community, help must be seek from other people or other agencies. Community Developers serve as coordinators at all stages of community development. 4. Become a Catalystor to work with the people in planning and grouping 5. Extension Worker is responsible for training, demonstration and public relations, to allow people to accept the implementation of various community development projects. Attributes of Community Developer Community Developer plays an important role in community development. Good community developer should have the following attributes: 1. Have the ideal of motivation to work for the benefit of the community. 2. Adapt to the lives of the community. 3. Have good human relations. 4. Have a good sense of initiative. 5. Have a good personality. 6. Have knowledge about the problem of the community. 7. Have good behavior, enthusiasm, enthusiasm, and discipline as a model for the people to respect. 8. Become a more developed person than the person to be developed. 9. Have the ability to convince the people. 10. Complete knowledge of the issues of the people in the community. 11. Has the ability to transfer knowledge to the people in the community. 12. Must fully understand the minds of the people in accordance with the development. Behaviors and Practice of Community Developers Community Developers should adhere things to guide community development practices: 1. Abstain from habit and feeling as a parent, guardian, or superior. 364

2. To learn the customs of the village. 3. Try to understand what they do. 4. Choose the action that has been initiated with great caution. In order to start a new job, should be selected from a local that is progressing, the community should be good at heart and has the characteristics of progressive economic stability, the habit of the community should not be desultory, in which both should be comfortable, and as little of disagreements as possible. 5. Initiate work with the villagers at the level that will be successful first. 6. Choose activities that villagers are interested in. 7. Do not expect too much, start with a simple project to be able to see a clear results in a short time. 8. Make people believe that they can improve the situation of the villagers. 9. Bring out the natural character in a person to be used as the most benefit. 10. Satisfied to begin with small projects first. Conclusions As been said by one of the experts, participation is at the heart of rural development. There is no developed country without the cooperation of the people. Therefore, the opportunity for people and stakeholders from all sectors of the society to participate in the activities must take into account the elements such as: 1. Information. 2. Hearing. 3. Relevance, means the opportunity for people to participate in the work and suggestions that lead to decision. 4. Collaboration. 5. Empowering the public to decide. The projects and activities to promote and support the small business. It is part of the community business which is part of the business community that helps the welfare of the people causing economic benefits to create income for the community and the country. Encourage competition to produce products and services that are effective by changing the social structure in the desired direction or as planned Social development by engaging people in small businesses, such as enterprises, communities, or even agricultural businesses, to sell their products in the market, tourism, and other places in the public and private sectors. If the intention is to develop society to sustain the social development goals set by the National Institute of Economic and Social Development since the 8th Development Plan is to make people good and happy to make the community or family strong. If development can achieve this goal, development will be sustainable. Both government and private administrators should study and adhere to the principles of community development. These processes will result in the society to be active, can change from self-development to progressing, family becomes stable, the community is strengthened and people who have developed sustains happiness. Bibliographies 365

Jitjamong Kitikirati. Community Development: Public Participation in Community Development. Bangkok. Publisher Development Course 1989 Asst. Dr. Chinnarat Somsurb, People's Participation in Rural Development. 1988. The Rural Development Scheme. Sukhothai Thammathirat Open University Yupaporn Roobngam (2002) Participation of Government Officials, Bureau of the Budget in Bureaucracy Reformation, Master of Arts Program, National Institute of Development Administration. O. C. Ferrell, Gerhard Hertz. Basic Business translated by Pornprom Prommaet. Bangkok: Top Publishing House, 2003. Asst. Prof. Amnart Teerawit. Small Business Management. 2003 Bangkok: Kasetsart. [Online] Available URL: http://www.thailocalmeet.com/ [Online] Available URL: https://www.gotoknow.org/home [Online] Available URL: http://tcps.tisi.go.th/public/Default.aspx [Online] Available URL: http://www.satit.up.ac.th/BBC07/AroundTheWorld/soc/51.htm 366

ISSSM-0335 The Behavior of the Sorting Trash of the Population in Phra Nakhon Si Ayutthaya District Adisai Watanaputi a Jantana Sansook aTheerasak Supprasert a Chanthima Boonannwong b a Faculty of Administration and Information Technology, Rajamangala University of Technology Suvarnabrumi,Thailand. E-mail address: [email protected] b Faculty of Laws, Nakhonratchasima College, Thailand. E-mail address: [email protected] Abstract The purposes of this research are: 1) To compare the household waste-sorting behavior of people living in Phra Nakhon Si Ayutthaya District identified by the individual factors include gender and age and 2) To measure the perception of environmental laws; the promotion of waste-sortingactivity; the global warming awareness and the overall waste disposal that affect the waste-sorting behavior of the people in Phra Nakhon Si Ayutthaya District. This study is quantitative research that the data was collected from 381 representative households through the use of questionnaire. The data analysis was done with the descriptive statistics comprise Frequency, Percentage, Mean, Standard Deviation, T-test, One way ANOVA and Multiple Regression Analysis. The result found that male and female People in the household have the same behaviors of waste sorting. Moreover, the people with different age have the different behaviors of waste sorting that the people of less than 25 years of age have the lower rate of waste- sorting than the people of other age. The study also found that the overall waste disposal, the promotion of waste-sorting activity and the global warming awareness affect the behavior of waste-sorting of the people in Phra Nakhon Si Ayutthaya District. These findings can be applied as a part of technology adoption in providing the knowledge of waste-sorting for the creation of innovation and facilitation in waste-sorting. Keyword: waste-sorting, overall waste disposal, global warming Introduction In the current global warming is a problem that is of paramount importance to all countries in the world. Due to such problems bring disaster. Based on different continents. During the period 5 years ago. Which disaster resulting from global warming the escalating violence more continuous, such as in 2017 a major catastrophic events such as storms, hurricanes in the Dominican Republic. Caused severe flooding. Damage to people in many households. The earthquake in Mexico on September 20, causing the deaths of over 200 people. Or the heavy floods in Bangladesh. After heavy rain in the area, Bangladesh India and Nepal make over 1,200 people. The main causes of disasters. Arise from destroying the environment. Emissions to air of 367

industrialized countries. Especially The resulting waste that are abundant in all places. Which is difficult to control as a result of the lack of awareness of trash properly. Or lack of knowledge in the destruction of waste is appropriate. Bring about global warming and important problems in this era. Thailand is one of countries that recognize the importance of the problem of global warming. The various departments and cooperative activities in the campaign to save the current dynamic environment. Such as reducing the energy consumption. Using cloth bags, including waste properly. To reduce the problem as much as possible. However, domestic waste management is also an issue that government agencies. Community leaders need to focus on to improve the results even better. Due to the lack of discipline in the trash. And lack of knowledge into the minds of garbage. Impact of waste management the wrong way. The problem all along the chain. The lack of discipline in the garbage disposal can affect drainage. The cause of the flooding, which affects the quality of life of citizens. So, behavior of trash, focuses on the importance of waste before it away. For waste separation in Thailand. As people in the country also focus on the issue is relatively low. Especially in industrial and household living with as many as Phra Nakhon Si Ayutthaya province. Phra Nakhon Si Ayutthaya province is considered, there are many industrial and household are living densely. As a result, consumption and waste disposal are numerous. Whether it is industrial waste and household waste. For this reason, the Bank is part of waste management in Ayutthaya province. It is vitally important that it must be managed effectively. If no deal is going to affect the industry. Communities to have a greater amount of waste. And finally, it will affect tourism, respectively. Since the Ayutthaya province. Province is important to tourism in Thailand. Thus, the waste should be defined as a basic knowledge of the community in Ayutthaya every household. For this reason, researchers are thus interested in studies. Behavioral screening places focus on the study of household waste in the knowledge about the regulation. Public relations activities, campaigning for waste separation project Aware of global warming and waste disposal conditions in the overview that affect waste separation habits. The results of the study will be used to the board. Or the relevant agencies together solve the problem and develop the consciousness of people in each community, the behavior is desirable in garbage separation before leaving. So easy to get rid of rubbish properly. This will be beneficial to developing countries. And to help care Prevent global warming effectively another way. Objective 1. To compare the behavior of solid waste in the household of the Si Ayutthaya classified according to personal factors. A person, including sex, age. 2. To test the rules on publicity awareness campaign project for waste separation activities. Aware of global warming and waste disposal conditions overall affect the behavior of public waste separation in Amphoe Phra Nakhon Si Ayutthaya. 368

Research Questions For such research has established the following research hypothesis. 1. People in Amphoe Phra Nakhon Si. With personal factors are different. The sorting behavior of household waste are different. 1.1 The people in the District of Ayutthaya. Significant gender difference the Sorting behavior of household waste are different. 1.2 The people in the District of Ayutthaya. With the age difference the sorting behavior of household waste are different. 1.3 The people in the District of Ayutthaya with different educational level factors The sorting behavior of household waste are different. 2. Perception rules influence on behavior of waste household. 3. Public relations activities in the waste. “Influence on the behavior of waste household. 4. Awareness of global warming. Influence on the behavior of waste household. 5. Waste overall. Influence on the behavior of waste household. 369

Framework concept in research Personal factors - Sex - age Recognition rules Publicity campaign to Behavior Screeners maintain activity waste Awareness of Global Warming Garbage disposal in overall Fig. 1: Framework concept in research The scope of the research This research studied the behavior of solid waste of local district Ayutthaya, 2 variables. Types are as follows. 1.1 independent variables, including 1) personal factors, including gender, age 2) recognition rules 3) public relations to direct the campaign Waste separation 4) to realize the global warming 5) waste overall. 2.1 variables, including sorting behavior of household waste of the people in the District of Ayutthaya. Methods This research is a quantitative research methods are as follows 1) Population and sample The study population was representative of the population lived in a household that Abbottabad district of 49,755 households. The sample is representative population of households were 381 household. By means of sampling of Krejcie and Morgan. 2) Tool used in the research The instruments used in the study was a questionnaire. Created from a review of the literature Contains information on section 1 including general information of respondents 12 questions. Section 2 factors predict a total of 14 questions. The perception of 3 rules. Public 370

relations in the campaign of 4 garbage separation. To realize the global warming the 4 items. And waste the 3 overall condition. Section 3 the number of waste separation habits 4 questions. Section 4 is an open-ended questionnaire. Opinions and suggestions by 2, 3 rating scale (Rating Scale) 5 levels. Data analysis The researcher collected data during September to December 2017 and the data record into the computer. To analyze and process the data by computer program. By using the frequency statistics, percentage, in describing the information personal factors. The mean and standard deviation. Explain the opinions of the variables. The comparison with the average of 2 groups. By using statistical t-test comparison of samples more than 2 groups. By using statistical One way ANOVA and Test the recognition regulations. Publicity campaign to maintain the segregation of garbage. Awareness of Global Warming and waste disposal in general affect the behavior of a population of garbage in the district Phra Nakhon Si Ayutthaya by using statistics, multiple regression analysis (Multiple Regression Analysis). Detailed analysis and discussion results 1. Data analysis showed that respondents were 386 people. Most males under the age of 25 years. The analysis compares the behavior of people in the household garbage, residents of Phra Nakhon Si Ayutthaya. Classified by sex, age, population in the household, the result of the analysis the table 1 Hypothesis 1 The people of Phra Nakhon Si Ayutthaya, with different personal factors have waste separation habits in different households. Table 1 comparing the behavior of waste of the population in the District, Phra Nakhon Si Ayutthaya province. Classified according to Sex, age, population in the household. Personal factors x S.D. T- test F-test Sig. Sex 371

- Men 3.56 0.81 .272 - .569 * .000 Statistically - Women 3.53 0.89 significant at 0.002 the 0.05 level Age Table 2 shows -less than 25 years 3.32 0.90 - 5.681 the pair with the analysis - 25-35 years 3.79 0.66 LSD compare awareness - 36-45 years 3.59 0.68 levels towards promoting - 46-55 years 3.65 0.78 waste separation - more than 55 years 3.67 0.71 Population in the households -1-3 people. 3.72 0.76 - 5.033 -4-7 people. 3.44 0.80 -7-10 people. 3.30 0.81 varies by age. Age Less than 25 25 - 35 36 – 45 46 – 55 Over 55 years years years Less than 25 years years years .011 .016 .029 25 - 35 years - .000 36 – 45 years 46 – 55 years .000 - .105 .347 .491 Over 55 years .011 .105 .016 .347 - .704 .652 .029 .491 .704 - .913 .652 .913 - * Statistically significant at the 0.05 level Table 1 results of the data analysis found that representing the household, male and female behaviors that waste is no different (T = .272, Sig = .569) Deny the hypothesis. Since the waste collection system of waste collection to include all types of waste in the same car. People do not see the importance of separating waste at its source. As a result, both the male and female. Behavior of waste is no different. Consistent with the anti-malware research and Sunee lip man shifts (2000) Study of community waste management effectively: patterns and measures of social economics, management and law, in order to fix community waste. Found that the context of people are not familiar with the reduction of waste and garbage separation Table 2 age, found that people of different ages have different garbage sorting behavior (F = 372

5.681, Sig = .000) Accept the hypothesis by comparing all age groups 5 group by the people who were younger than 25 years. There are differences among people aged 25-35 years, 36-45 years, 46-55 years and over 55 years. By people younger than 25 years have a habit of sorting garbage than any other age group. Statistical significance the theory Explain behavior the expression is associated with age because life is a process of determining a person's attitude and if a person more. It would have responsibility, or have a more favorable attitude. This may result in responsible waste management with more (Rungkit Boon Charoen, 2011: 112), the older population has a tendency to waste more. Persons aged less. 2. Test results the recognition rules. Public relations activities, campaigning for waste separation project Aware of global warming and waste disposal conditions in the overview. Affect the behavior of public waste separation in Amphoe Phra Nakhon Si Ayutthaya. Hypothesis 2. The assumption that recognition rules influence the behavior of household waste. Hypothesis 3. Publicity campaign activities directly influence the behavior of waste in the household waste. Hypothesis 4. Awareness of global warming influence on the behavior of household waste. Hypothesis 5. Disposal in overall influence on the behavior of household waste. To test the hypothesis examines the properties of variable data that the analysis of multiple regression model Multiple Regression Analysis), with a correlation coefficient of Pearson (Pearson's Correlation Coefficient) to avoid relations. Independent variables are too high may be a problem Multicollinearity Table 3 Table 3. Pearson's Correlation Coefficient between the factors affecting separation distance of crossroads of people in the District, Ayutthaya province (n = 386) 373

factors (1) (2) (3) (4) (5) recognition rules (1) - .543** .546** .643** .641** public relations campaign to .543** - .556** .503** .453** hold the waste (2) recognizing global warming (3) .546** .556** - .712** .653** waste disposal overall (4) .643** .503** .712** - .721** Behavior Screeners (5) .641** .453** .653** .721** - ** Statistically significant at the 0.01 level Table 3 found that the correlation coefficient between independent variables contain the rules on publicity awareness campaign project waste separation. Being aware of the global warming conditions. Waste disposal in the overview and the variables include: Behavioral separation between 0.453-0.721 which is less than 0.8 (Hair et.al, 2006), indicating that no problem of independent variables are related too high (Multicollinearity) can be analyzed. Multiple Regression Analysis next. Table 4 shows the coefficient of linear regression model with multiple Stepwise. Prediction factors bt p-value .000 Public relations campaign to .288 6.240 direct garbage separation .239 5.064 .000 realize the global warming .000 Garbage disposal in overall .386 7.479 a = .317, SEest = .506, R = .775, R2 = .601, Adjust R2 =.598 *P<0.10 Table 4 found that the overall waste publicity campaign to maintain the segregation of waste and recognizing global warming. Can predict the behavior of a population of garbage in the city of Ayutthaya percent 60.1 (R2 = .601) by getting rid of junk overall affect waste separation habits (b =. 386, p < .01) secondary is a public relations campaigning project waste separation (b = .01 288, p <.) and being aware of the global warming conditions. (B =. 239, p < .01) respectively by predicting equation can be written. As follows: Y '(solid waste sorting behavior of the population in the district. Ayutthaya) = 0.386 (waste overall) +. 0.267 (public relations campaign to direct waste) + 0.236 awareness of global warming) that results of the analysis can discuss as follows: Garbage disposal in overall affecting garbage separation Because the population to know whether it is burning, waste landfill, or degradation, and can also classify abroad. The type of garbage to facilitate the isolation and know how to reduce waste by using goods with the packaging can digest. Easy to consumption. results positive towards solid waste sorting behavior 374

of the population in the District, Ayutthaya province. Consistent with research on the gold guinea contract Smachya hnoothang knowledge and solid waste management of local leaders. A case study of local government in Soi Dao district of Chanthaburi province. Found that the knowledge in the waste in the overall result in garbage disposal. Public relations campaign to direct garbage separation result in positive effects on behavior of waste sorting Because the information from various agencies to promote awareness of the cleaning and separating move. Me solid waste within the community. Also, the information from social media to promote waste separation notice of friends or people in your family. Around the kitchen, and acknowledge the important information in the isolation and reduces the waste of government agencies and private sector. From television and radio, resulting in positive towards solid waste sorting behavior of the population in the district Phra Nakhon Si Ayutthaya province. In accordance with the research of JormJarn thaveewattana and wichai theanthavorn to study the knowledge and attitude affecting behavior the reduced waste mother crow District Phayao Province found that the people there know rules of trash, relating to reduce the waste of the community. To realize the global warming. Affecting garbage separation Because the population informed of the benefits of using cloth bags instead of plastic bags. The benefits of waste on the environment. Know how to reduce the use of plastic bags to be part of the problem solving global warming. And to understand the global warming caused by the solid waste and ruin garbage the wrong way, result in positive effects on behavior of selected bad. A waste of the population in the District, Ayutthaya province. According to the research of national investment suprasorm visaithcharth to study the factors related to the behavior of waste sorting out. The community 2 Municipality Wang Nam yen Province found that Most people participate in activities or campaigns for the garbage sorting from municipalities and as members. Character of recycling bank project Gain knowledge about the garbage sorting from the municipality. Suggestions behavior sorting household waste in the population in the District, Ayutthaya Province towards send se on the separation of waste. This study provides recommendations from research and suggestions for future research as follows. The rules, due to found that The population in the district have knowledge about the regulation of medium Therefore, the municipality should meet the needs of the population in the district. By just point the waste more. To make the District clean. Public relations and rules of waste and organizations related to garbage separation Public relations in both mass media (television / radio campaign) because it was found that the population in the urban district have the awareness about public relations campaign in the media. From the local government. So should the recycling bank building activities to add value to the garbage and extra income for the population in the district. Environmental perception and global warming, because it was found that the population 375

in the district have knowledge about the environment and global warming. Therefore, the municipalities should organize training activities in the district. To provide the public knowledge of environment and global warming. In order to make the District clean. The perception of overall waste because it was found that the population in the district is perception about waste overall. So should the activities of a garbage can recycle to exchange money to add value to the garbage and cases. Water accessories to the population in the district. Suggestions for future research Should have studied the behavior of the whole population, waste separation, Phra Nakhon Si Ayutthaya province or other provinces. In addition should also study the impact that will result from waste separation. The use of technology to create awareness of waste separation, so as to create innovation and facilitate waste separation operations. Reference Best, J. (1981). Research in Education (4th ed.). London: Prentice-hall International. Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2006). Multivariate data analysis (6th ed.). Uppersaddle River, N.J.: Pearson Prentice Hall. Jiraporn Tangkittipaporn (2014). General psychology. Bangkok: Chulalongkorn University Press. Kannika Chukan (2011). The Solid Waste Management Systems, Pakkret City Municipality, Nonthburi Province. Master thesis in Program of public and private management. Graduate School, Silapakorn University Kanya Suwansang (1999). General psychology. Bangkok: Ruamsarn. Pichit Sakulpram (1992). Environmental sanitation. Bangkok: Thana printing co.,Ltd. Preeda Yamcharoenwrong (1990). Solid waste management. Khon Kaen: Khon Kaen University Printing House. Public health Thailand Act (2010). Stop Global warming. Retrieved November 13, 2017, from https://www.nectec.or.th Rungkit Boonchareon (2011). Zero Waste Management: A Case Study of Chomphraprachasan School, Chomphra District,Surin Province. Master of Science (Environmental Management). School of social and environmental Development. National Institute of Development Administration. Schiffman & Kanuk. (2000). Customer Behavior – Psychology Aspects. New Jersey: Prentice-Hall. Shah, K.L (2000). Basics of solid and hazardous Waste Management technology. New Jersey: Prentice-Hall, Inc., Tongchai Thongthawee (2010). Municipal Solid Waste Management Problems In Nong Kham Administrative Organization, Chakkarat District, Nakhon Ratchasima Province. Master 376

thesis in civil engineering. Institute of engineering. Suranaree University. Sunee Mullikamal et al. (2000). Public participation in community garbage management. The Thailand Research Fund. 377

ISSSM-0342 Marketing Communication Establishing Awareness and Recognition of Unfired Common Brick Theerasak Suppraserta, Supakorn Limkhunthammoa, Pornthep Kaewchura, Kobchai Mekdeea, Sasiwan Phoolsawata, Rossukon Yamthongkamb, Natapong Janpetchc, Phattharamat Thiamngoend, Pitiporn Manokhoond, Wantitar Palieakkawutd a Department of Management, Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi, THAILAND E-mail address: [email protected] b Department of Marketing, Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi, THAILAND E-mail address: [email protected] c Department of Civil Engineering, Faculty of Engineering and Architecture, Rajamangala University of Technology Suvarnabhumi, THAILAND E-mail address: [email protected] d Department of Department of Environmental Engineering, Faculty of Engineering and Architecture, Rajamangala University of Technology Suvarnabhumi, THAILAND E-mail address: [email protected] Abstract This research aimed to study the marketing communications that would established awareness and recognition of unfired common brick and give any suggestions. The research samples were 450 traditional brick users in Phra Nakhon Si Ayutthaya province. Descriptive statistics were used to analyze the data. The results were, the respondents fairly agreed to recognize unfired common brick in almost all topics. Their opinions had the highest rating on environmental friendliness because it did not need burning and did not emit carbon dioxide (CO2), the most significant long-lived greenhouse gas in Earth's atmosphere, but they were inactive to try or buy - sell unfired common brick. Overall, in term of awareness, the respondents fairly agreed with all marketing communications that they affected the respondents’ awareness of “unfired common brick”. The marketing promotion was found to be the highest score in all marketing communications (X̅ = 3.59 points). In detailed, the marketing promotion is the best way that gives consumers the confidence in the 378

products offered (̅X = 3.71 points) Overall, in term of buying decision, event marketing and sales force influenced the decision to buy “unfired common brick” at fairly level. The other channels influenced the decision to buy “unfired common brick” at a moderate level. In the details, they were found that trade shows, discount, and salesperson selling were the top 3 marketing communications with the scores of 3.51, 3.49, 3.47 points respectively. And the last 3 marketing communications were social marketing via Instagram, and Twitter, and advertising in magazine, with the scores of 2.84, 2.94 and 2.97 points, respectively. Keywords: Marketing Communication, Unfired Common Brick, Awareness, Recognition, Buying decision Background The main career of population in Bangban district, Phara nakhon Si Ayutthaya province, Thailand is to produce the traditional brick (It-Morn) that need burning to strengthening the hardness of the brick. But now, rice husk, the main fuel for burning traditional brick is more expensive than in the past (approximately 3 times) and smoke from rice husk make the air pollution in the community. We offer the new technology called “unfired common brick” that use only the compression to this community. And this research aims to study the level and factor of marketing communication (Schultz, Tannenbaum, & Lauterborn, 1993; Kotler, 2000) that influence the awareness, recognition and buying decisions in this new product. Methods This study was used the survey research. The sample was 450 traditional brick users in Phra Nakhon Si Ayutthaya. The data were collected by the questionnaire and analyzed by descriptive statistics Here are the definitions of each factor in this research. 1. Marketing Communication Marketing Communication is a management process through which an organization engages with its various audiences. By understanding an audience’s communications environment, organizations seek to develop and present messages for their identified stakeholder groups, before evaluating and acting upon the responses. By conveying messages that are of significant value, they encourage audiences to offer attitudinal and behavioral responses (Fill, 2009) It has many methods to communicate with the customers such as advertising, public relation, sale promotion, sales force, direct marketing, event marketing, and social media etc. 2. Recognition Keller (2012) describes recognition as a part of awareness. It requires that consumers can correctly distinguish the product as having been previously seen or heard. Aaker (1996) defines brand recognition as the first level of brand awareness. it reflects familiarity 379

and linking acquired from past exposure. Remembering as such, one brand among others is a manner of aided recall In conclusion, recognition is extent to which a consumer can correctly identify a particular product or service just by physical property 3. Awareness Keller (2012) describes Awareness as “the customers’ ability to recall and recognize the product as reflected by their capacity to identify the product under different conditions and to link the brand name, logo, symbol, and so forth to particular associations in memory.” Farhana (2012) has a similar approach, where he relates awareness to the strength of a product in consumers’ memory, as well as consumer ability to recognize different product elements (e.g., brand name, logo, symbol, character, packaging, and slogan) Aaker (1996) defines that awareness reflects the salience of the product in the customers mind. In conclusion, Awareness is the extent to which consumers are familiar with the distinctive qualities or image of a particular goods or services 4. Buying Decision The buying decision is the decision-making process used by consumers regarding market transactions before, during, and after the purchase of a good or service. It can be seen as a particular form of a cost–benefit analysis in the presence of multiple alternatives (Engel, Kollat, & Blackwell, 1968; Nicosia, 1966) In conclusion, Buying Decision is the thought process that leads a consumer from identifying a need, generating options, and choosing a specific product and brand 380

Results Table 1 show that the most respondents have 31-40 years old, their occupation is business owner/freelance, and revenue is 10,001-20,000 baht per month. About owner of construction business and owner of building materials store, average years of experience in construction business or building materials store are 13.5 years and average volume in using or buying the traditional brick (it-morn) is 47,635 units per month 381

Table 2 show that the respondents fairly agreed to recognize unfired common brick in almost all topics. Their opinions had the highest rating on environmental friendliness because it did not need burning and did not emit carbon dioxide (CO2), the most significant long-lived greenhouse gas in Earth's atmosphere, but they were inactive to try or buy - sell unfired common brick. Table 9: The product awareness of unfired common brick 382

Table 3 show that the respondents fairly agreed with all marketing communications that they affected the respondents’ awareness of “unfired common brick”. The marketing promotion was found to be the highest score in all marketing communications (X̅ = 3.59 points). In detailed, the marketing promotion is the best way that gives consumers the confidence in the products offered (̅X = 3.71 points) 383

Table 4 show that event marketing and sales force influenced the decision to buy “unfired common brick” at fairly level. The other channels influenced the decision to buy “unfired common brick” at a moderate level. In the details, they were found that trade shows, discount, and salesperson selling were the top 3 marketing communications with the scores of 3.51, 3.49, 3.47 points respectively. And the last 3 marketing communications were social marketing via Instagram, and Twitter, and advertising in magazine, with the scores of 2.84, 2.94 and 2.97 points, respectively. Conclusion The “unfired common brick” is a new product that can substitute the traditional brick (It-Morn) but it still need to give the information about its benefit continually to the users of the traditional brick to change their buying decisions, especially in topic of environmental friendliness. The top 3 marketing communications to stimulate the users to buy “unfired common brick” are trade shows, discount, and salesperson. 3.3 Acknowledgments and Legal Responsibility The authors would like to thank the Rajamangala University of Technology Suvarnabhumi for academic and financial support, The industrial management student for gathering the information, and everyone that contribute in this research. References Aaker A., D. (1996). Measuring Brand Equity Across Products and Markets (Vol. 38). Don E. Schultz, Stanley I. Tannenbaum, Robert F. Lauterborn (1993) Integrated Marketing Communications New York:McGraw Hill Engel, J. F., Kollat, D. T., & Blackwell, R. D. (1968). Consumer behavior. New York: Holt, Rinehart, and Winston. 384

Farhana, M. (2012). Brand Elements Lead to Brand Equity: Differentiate or Die. Information Management and Business Review, 4(4), 223-233. Fill, C. (2009). Marketing communications: interactivity, communities and content. Pearson: Harlow. Keller, K. L. (2012). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Upper Saddle River, NJ: Prentice Hall. Kotler, Philip. (2000) Marketing Management,10th edition.New Jersey:Prentice-Hall Inc. Nicosia, F. M. (1966). Consumer decision processes; marketing and advertising implications. Englewood Cliffs, N.J.: Prentice-Hall. 385

ISSSM-0389 Optimizing Warehouse and Inventory by FSN Analysis: Case Study of ZZZ Printed Circuit Board Manufacturing Company Rakkiat Rojkunyaporna, Supakorn Limkhunthammoa, Sasiwan Phoolsawata, Pornthep Kaewchura, Pinyada Ruensooka, Phongsakorn Amsa-arda, Thitipat Sudjita, Namtip Yamklebbuvb, Nichapa Koonpraneitc, Aeknaree Toomphold a Department of Management, Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi, THAILAND E-mail address: [email protected] bResearch and Development Institute, Rajamangala University of Technology Suvarnabhumi, THAILAND E-mail address: [email protected] cDepartment of Management, Faculty of Business Administration, Bangkok Thonburi University, THAILAND E-mail address: [email protected] dDepartment of Logistics Management, Faculty of Logistics and Aviation Technology, Southeast Bangkok College, THAILAND E-mail address: [email protected] Abstract This research aimed to optimize the warehouse and inventory in case study of ZZZ printed circuit board manufacturing company at locations P7 by FSN analysis and rearranged the warehouse layout. The result was, after improvement, the storage time was reduced from 37.47 to 27.07 minutes (27.76%), the operator was reduced from 2 to 1 person (50%), Average volume of raw material that are kept outside the warehouse was reduced from 14.40 to 11.16 cubic meters (22.50%), Average distance to storage the raw material was reduced from 70.24 to 55.84 meters (20.50%), and the process to storage the raw material was reduced from 9 to 6 steps (33.33%), Keywords: Space Utilization, FSN analysis, Layout management 9. Background In the warehouse of ZZZ printed circuit board manufacturing company, sometimes it can’t store all inventories that the company has because of unusual situations such as seasonal demand, sales discount, or over demand of some products. These are the cause of insufficient storage then the inventories are not well organized. The raw materials are sometimes laid on the corridor or 386

outside the warehouse. There are many solutions that can solve this problem in the warehouse. One of them is to optimize this warehouse by some tools that can make more spaces, increase speed of some activities in warehouse such as storage, picking, reduce process or workforce and need a little cost to optimize this. So we will investigate what those tools are. 10. Methods First, we need more spaces to storage the surplus inventories in some periods then the appropriate tool is “Layout design” Second, we need to optimize the speed of the activities in warehouse. There are many tools that can analysis and optimize the activities in the warehouse such as FSN analysis, ABC analysis, VED analysis, SDE analysis, and HML analysis etc. but we consider that “FSN analysis” is suitable for this research because it can meet our goal and may reduce a number of operators while another tools concentrates on inventory management (Devarajan & Jayamohan, 2016; Hongwei, Yun, Dazhen, & Yang, 2010; Kumar, 2017). The FSN analysis is based on the rate of issue or rate of usage of spare parts and the alphabets F S and N stands for Fast Moving, Slow Moving and Non Moving items. The FSN classification system categorizes the items based on how frequently the parts are issued and how frequently they are used (Westford University College, 2016). Usual classification of Items at Inventory can be classified based on the following criteria; Fast Moving – Items which are frequently issued from inventory which are more than once for a specific time period Slow Moving – Items which are less frequently issued which might be once in a specific time period Non-Moving – Items which are not issued from the inventory at all in a specific time period The FSN classification system is extremely helpful in distributing spare parts which are kept near the dispensing are having items which belong to the fast-moving category. The items which fall into the non-moving category can be discontinued if the further scope of use is not expected. As companies in production for a longer period have a specific percentage of non-moving spare parts which are usually disposed at regular intervals. Selling the spare parts or reusing the same can be again in the capital which can be used for other uses. About research methodology, we use Experimental Research to optimize the warehouse by redesign the warehouse layout, rearrange the inventories, and compare before and after the improvement and the research process is as follows. 1) review the literature 2) analysis the work flow by flow process and analysis the problem by cause and effect diagram 3) analysis inventory management by FSN analysis and redesign the layout 4) evaluate the efficiency between pre- improvement and post-improvement 387

5) conclusion 11. Results 3.1 Basic Information Warehouse of ZZZ printed circuit board manufacturing company is a warehouse for raw materials in the OEM (Original Equipment Manufacturer) business that the finished goods are made to order by purchasing order. Raw materials have a variety of packages and their volumes are so different, so it is difficult to manage the storage space. Then the storage system in this warehouse is the mixed storage system. Warehouse of ZZZ printed circuit board manufacturing company is 40 meters wide and 68 meters long. The raw materials are stored into the bins that lay on the shelves. The height of each shelf is 2.22 meters and the width of each storage area is 2.70 meters. The dimension of the bin is 385530 centimeters and the space between the bin is 7 centimeters. Raw materials are stored in the zones according to customers. Figure 5: Storage shelf in warehouse before improvement Raw materials are divided into 5 major categories: 1) Component Parts 2) Mechanical Parts 3) Automotive Parts 4) PCB Parts and 5) Indirect Parts. 3.2 Analysis We analysis the work flow by flow process and analysis the problem by cause and effect diagram that are described in Table 1 and Figure 2. Table 10: Flow Process Chart of the raw material storage in the warehouse Process Average Average Operato Operation Time Distanc r 388

1. Receive material order via Oracle (Minute e No.    system ) (Meter) 2. Check order validity with Oracle 1    system 0.40 -    3. Find location to storage 1    4. Prepare the storage space 5.0 - 1&2    5. Move the material to the location 1&2    6. Shift the material on the shelves. 6.12 48.16 1&2    7. Scan barcode on material and 4.26 - 1&2 location 4.00 22.08    8. Check order validity with Oracle 16 - 1    system 9. Save the data 0.38 - 1 1 Total 0.31 - 2 1.00 - 37.47 70.24 The activity that take the longest time is activity 3, 2, and 4 respectively. If we can reduce the time used in these activities, the efficiency will be better. Figure 6: Cause and Effect Diagram of Problem “Storage spaces are not enough” From Figure 3, we discuss what the main problem is. Our conclusion is “Layout is not good” because the mixed storage system makes the operator to find the vacant location and prepare that location. It takes the time. 389

3.3 Improvement We use FSN analysis to rearrange the location P7 by classify the frequency of raw material picking - F stands for the category of raw materials that are picking within 300 days - S stands for the category of raw materials that are picking between 300 and 600 days - N stands for the category of raw materials that are picking more than 600 days Location P7 has 21 bin box locations with 300 items of raw materials. We sort them into 3 categories: F, S, and N. The sortation is shown as Table 2. Table 11: FSN analysis of location P7 Bin Box Location F Category S Category N Category TOTAL P-FNI*J*S*07*01*01-07 35 21 40 96 P-FNI*J*S*07*02*01-07 55 11 8 74 P-FNI*J*S*07*03*01-07 75 30 25 130 62 73 300 Total Item 165 20.67% 24.33% 100% Percentage 55% After the Sortation, We build a new location in Oracle system, label items in N and S Category with barcode, storage them on the pallet, keep the pallet on the lowest area of that shelf, and transfer the date with Oracle system or TXN program We adjusted the shelves to keep the pallet by take the 1st-3rd shelf out. This make the space that can keep the 2 pallet (120120 cm) under the shelf. Table 12: Warehouse improvement The improvement Difference % Change Before After 10.4 27.76% Factor 37.47 27.07 1 50.00% Average time to storage raw material 2 1 3.24 22.50% (Minute) 14.40 11.16 Number of the operator (person) 14.4 20.50% Average volume of raw material that are 70.24 55.84 kept outside the warehouse (cubic meter) 3 33.33% Average distance to storage the raw material 96 (meter) Number of the process to storage the raw material (process) 390

Table 3 shows that the improvement makes the raw material storage more efficient than the old process. 3.4 Acknowledgments and Legal Responsibility The authors would like to thank the Rajamangala University of Technology Suvarnabhumi for academic and financial support, The industrial management student for gathering the information, and everyone that contribute in this research. 12. References Devarajan, D., & Jayamohan, M. S. (2016). Stock control in a Chemical Firm: Combined FSN and XYZ Analysis. Procedia Technology, 24, 562-567. doi:https://doi.org/10.1016/ j.protcy.2016.05.111 Hongwei, L., Yun, X., Dazhen, S., & Yang, Z. (2010). An Inventory Control Model for Materials Based on Time Effectiveness (Vol. 1). Kumar, Y. (2017). FSN Analysis for Inventory Management – Case Study of Sponge Iron Plant (Vol. 5). Westford University College. (2016, September 22). FSN Analysis in Inventory Management. Retrieved from https://mywestford.com/blog/fsn-analysis-in-inventory-management/ 391

Poster Sessions (2) Education/ Finance/ Management/ Society/ Psychology Wednesday, January 23, 2019 14:00-14:50 Crown ISSSM-0253 Performances and Affecting Factors of Metaphor Comprehension Among Six-Year-Old Children Ya Feng Cheng︱University of Kang Ning ISSSM-0267 A Study on the Performances of Geometrical Habits of Mind of Primary School Children Chia Huang Chen︱National Taichung University of Education ISSSM-0289 Course Timetabling and Classroom Arrangement Planning Model Chun-Ying Chen︱Kainan Unervisity Yi-Fan Jiang︱Kainan Unervisity ISSSM-0294 A Micropolitical Analysis of Implementation of the Multi-Grade Instruction in Remote and Small Schools—Using a Public Elementary School in Central Taiwan as an Example Ya Ching Cheng︱Changhua County Tuku Elementary School Ya Feng Cheng︱University of Kang Ning ISSSM-0330 The Reflexivity and Life Politics in Curriculum Policy Making Teng Huang︱Fu Jen Catholic University ISSSM-0384 The Analysis of the Educational Policy for Elementary and Secondary School Curriculum in South Korea SeonMee Kim︱Sunchon National University 392

ISSSM-0266 Asymmetric Responses of News Coverage to the Stock Prices of Domestic and Offshore Companies Listed on the Taiwan Stock Exchange Ming-Chang Wang︱National Chung Cheng University Chien-Chuan Ko︱National Chung Cheng University Fei-Han Lee︱National Chung Cheng University ISSSM-0278 The Impact of Reverse Merger on Stock Price Behavior – Evidence in Taiwan Market Shao-Huai Liang︱National Cheng Kung University Yu-Ting Hsieh︱National Cheng Kung University Hsuan-Chu Lin︱National Cheng Kung University Hsuan-Yi Ho︱National Cheng Kung University ISSSM-0374 Firms Green Energy Investment Strategy with Carbon Tax and Subsidy Policy - Analysis of Real Options Approach Chuan-Chuan Ko︱City College of Dongguan University of Technology Chien-Yu Liu︱Jinwen University of Science & Technology Jing Zhou︱City College of Dongguan University of Technology Zan-Yu Chen︱City College of Dongguan University of Technology Hong-Tao Jiang︱City College of Dongguan University of Technology ISSSM-0370 Factors Affecting Customer Satisfaction of Using Mobile Banking Services in Ho Chi Minh City, Vietnam Keng-Shen Chen︱Lunghwa University of Science and Technology Ming-Kun Lin︱Lunghwa University of Science and Technology Mei-Yu Hsu︱Chien Hwsin University of Science and Technology ISSSM-0388 Balancing a Bike-Sharing System Through Dynamic Pricing Strategy Peng-Sheng You︱National Chiayi University Ta-Cheng Chen︱Asia University Yi-Chih Hsieh︱National Formosa University 393

ISSSM-0395 Antecedents and Consequences of the Competitive Advantage for SMEs in Thailand Araya Uengpaiboonkit︱Rajamamgala University of Technology Isan ISSSM-0396 An Exploratory Analysis of Consumers’ Selection Factors on Green Hotel in Taiwan Chien-Hui Hong︱Minghsin University of Science and Technology Hung-Ming Lin︱Minghsin University of Science and Technology ISSSM-0273 The MQTT-Based Topic Naming Schemes for Smart Care Cheng-Min Lin︱Nan Kai University of Technology ISSSM-0302 Factors Associated with Fall Risk Behaviors in Hospitalized Patients Akiko Hiyama︱Sapporo City University ISSSM-0306 Establishing the Isolated Community Prediction Model Based on Machine Learning Theory and Spatial Information Yuanfang Tsai︱National Taipei University of Education Meiting Liu︱National Taipei University of Education Genghan Lin︱National Taipei University of Education ISSSM-0262 Effect of Cognitive-Motor Training on Eye-Hand Coordination and Cognitive Function in Older Adults Kuei-Ru Chou︱Taipei Medical University 394

ISSSM-0253 Performances and Affecting Factors of Metaphor Comprehension Among Six-Year-Old Children Ya-Feng Cheng Department of Early Childhood Care and Education, University of Kang-Ning, Taiwan E-mail: [email protected] 1. Background Among the forms of figurative language, metaphor is more commonly used. Because comprehension of metaphors is influential in our day-to-day communications and school learning(Jiang, 2015; Navaneedhan & Kamalanabhan, 2016), the cognitive process underlying metaphor comprehension has become increasing important. According to the prior research, the ability to comprehend metaphors begins to develop in early childhood (Gibbs, 1994). As long as the tenor and the vehicle used in the metaphor are concrete and not new concepts to young children, many metaphor created in the form of “A is B” is comprehensible to them. It has noted that language skills and analogical reasoning are important for the development of the metaphor comprehension ability in young children (Vosniadou, 1987). Therefore, in addition to metaphor comprehension performances among young children, this study also explores the roles of language skills and analogical reasoning in metaphor comprehension. 2. Methods A 3 (language skills: high, middle, and low) x 3 (analogical reasoning ability: high, middle, and low) experimental design was adopted. A total of 39 6-year-old children, including 19 boys and 20 girls, participated in this study. These subjects were recruited from two public elementary school-affiliated kindergartens in Greater Taipei Area, Taiwan. Thematic teaching supported with learning areas was adopted in both kindergartens. Before the experiment, each participant’s parent or guardian provided a written document of informed consent for the child’s participation in this research. The research instruments included the “Receptive and Expressive Vocabulary Test”, which was used for testing the participants’ language skills, and the “Metaphor Comprehension Test for Young Children” and the “Analogical Reasoning Test for Young Children” developed by the researcher. Two-way ANOVA was applied to analyze the relations of metaphor comprehension to language skills and analogical reasoning ability among subjects. Further, stepwise regression was conducted to explore the influence of potential factors on metaphor comprehension. 3. Results (1) The results show that the interaction effect of language skills and analogical reasoning ability is not significant, and the main effect of analogical reasoning ability does not reach the level of 395

significance either. Language skills has the main effect, and the effect is large (F(2, 30)=13.784, p＜.001, P2=.479). Young children’s metaphor comprehension score increases with language skills, and young children with high language skills outperform those with middle or low language skills in the metaphor comprehension test. The difference between the middle and low language skills groups is not significant. (2) In stepwise regression analysis, among the four sections of the language skills test (naming, categorization, definition, and reasoning), reasoning skill and definition skill collectively explain 39.6% variance in metaphor comprehension score (R2=.396, F(2, 36)=13.441, p＜.001), with reasoning skill contributing more than definition skill to metaphor comprehension score. When reasoning skill is set as the first predicting variable, it explains 33.1% variance in metaphor comprehension score (β=.367, t(36)=2.282, p=.028); after the effect of reasoning skill is controlled, definition skill still explains 6.5% variance in metaphor comprehension score (β=.359, t(36)=2.234, p=.032). The results show that the effect of language skills on young children’s comprehension of metaphors is greater and unique. Among the 6-year-old children, those with high language skills were particularly outstanding in comprehension of metaphors. This probably suggests that language skills obviously promote metaphor comprehension only when the skills have reached a certain level. The regression analysis results indicate that vocabulary reasoning skill has the greatest effect, followed by that of vocabulary definition skill, and both variables have a significant predicting power. Vocabulary reasoning skill is an important and basic ability required for understanding metaphors. For young children, vocabulary definition skill is an ability to understand the world, and promotes inference between words and contributes to a further improvement in metaphor comprehension in young children. In this study, the high familiarity with experimental materials may be the reason why vocabulary reasoning skill has a higher influence on metaphor comprehension in this study, and analogical reasoning skill which requires more cognitive efforts is not as influential as it is in the real world. However, this inference needs more in-depth research to reflect the mechanism underlying metaphor comprehension in young children. Keywords: metaphor comprehension, language skills, analogical reasoning 4. References Gibbs, R. W. (1994). The poetics of mind: Figurative thought, language, and understanding. Cambridge, UK: Cambridge University Press. Jiang, Y. (2015). Metaphorical thought in Chinese children’s learning process. Studies in 396

Literature and Language, 10(1), 67-74. Navaneedhan, C. G. & Kamalanabhan, T. J. (2016). Is Metaphorical thinking related to development of Cognitive structures among learners? World Scientific News, 52, 1-13. Vosniadou, S. (1987). Children and metaphor. Child Development, 58(3), 870-885. doi:10.2307/1130223 397