The Effectiveness of Operating Model for Sweet Enough CAFÉ in Lampang Province

Abstract

The research was one-group quasi-experimental research. The objectives were (1) to compare the knowledge about sweetness consumption and the action of the beverage shop entrepreneurs to encourage consumers to choose the beverages with appropriate level of sweetness (2) to compare the proportion of beverage consumption by the sweetness level, before and after the intervention. Purposive sampling was used. The samples were 164 beverage shop entrepreneurs. The data were collected by questionnaires and beverage consumption forms before and after intervention between June-September 2022. Data were analyzed using descriptive statistics and paired sample t-test.

The result showed that after 3 months of intervention, 1) the beverage shop entrepreneurs’ knowledge about sweetness consumption was increased (p<0.05), 2) the action from beverage shop entrepreneurs on encouraging consumers to choose beverages with appropriate level of sweetness were increased (p<0.05), 3) the proportion of lower sweetness and sweetless level of drinks consumption increased from 36.7 to 69.3 percent.

The operating model of the research led to the cooperation of the beverage shop entrepreneurs to place the media for advising and motivating their customers to choose appropriate sweet drinks, including to modify their drink recipes by reducing the amount of sugar to create healthy drinks. This intervention also led the consumers to choose appropriate sweetness drinks.