- Knowledge Attitude and Practice of Home Product Center Plc Employee toward UHT Cow’s Milk Drinking
2008 - 2018 Vice President Marketing at Home Product Center Public Company Limited
2007 -2008 Group Account Director at K2 Retail Marketing Services (Thailand) Co., Ltd, OMG Asia Group
2003 –2007 Client Management Director at M&C Saatchi (Thailand) Co. Ltd
2000 – 2003 Brand and Sales Promotion Managers at Asia Beverage Co. Ltd. (Thai Beverage Public Company Limited)
2016-2018 MSc in Anti-Aging and Regenerative Medicine from Dhurakit Pundit University
1990-1992 MA in Mass Communication California State University Fresno, USA
Knowledge Attitude and Practice of Home Product Center Plc Employee toward UHT Cow’s Milk Drinking
Background: Cow milk is not a usual part of Thai diet and has been considered more as a supplement. Campaigns after campaigns to promote milk drinking from both government and private sectors contribute to higher milk consumption as well as higher milk market value. Thais have been influenced by the myth that milk is essential to the body especially on the “Pro” side knowledge. It helps build bone strength in children and adolescent and helps prevent Osteoporosis in adults. With doctor’s recommendation to pregnancy mothers, cow milk has become the top of the list supplemental food. Consumer worldwide is starting to suspect that cow milk may not be such a good functional food for health. However today, in Anti-Aging field, cow milk has become a major target for criticism. Certainly, public awareness of this problem is growing.
Objectives: To study the “Knowledge, Attitude and Practice (KAP) of office employees at Home Product Center Public Company Limited’s Head Office towards drinking UHT Cow Milk”, and to study the relationship between numerous factors, which include the Knowledge and Attitude of Home Pro’s employees that affect their behavior or Practice of drinking UHT Cow Milk. The randomized sample group of this study consists of 313 people. The research instrument was a questionnaire. The SPSS program was used to analyze the collected data which is Chi-square, incorporating both descriptive statistics, which are frequency, percentage, mean and standard deviation, and inferential statistics.
Result: Study shows that 77.3% of the respondents are female, and 56.5% of them aging between 25 - 35 years old. The knowledge score of the sample group on UHT Cow Milk drinking is classified into three levels; high, medium, and low. Among the sample group, the top three areas with high level of knowledge are the benefits of UHT Cow Milk; 1) UHT Cow Milk has high nutrition values that can fill up the stomach but cannot replace a main meal, 2) UHT Cow Milk can help energize the body, and 3) UHT Cow Milk is one of the best sources of nutrients. Four areas that the sample group has low level of knowledge are 1) UHT Cow Milk is not appropriate for elderly people, 2) there are research findings that show drinking UHT Cow Milk does not support longevity, 3) drinking UHT Cow Milk can increase the risk of cancer, and 4) UHT Cow Milk can cause acidosis. The overall score of Attitude towards UHT Cow Milk benefits is high. The sample group’s attitude is that UHT Cow milk supplements a source of nutrients for the body and promotes good health. The highest level of attitude in packaging and features aspect is that UHT Cow Milk has convenient packaging design for take-away and consumption. The highest level of attitude in credibility aspect is that UHT Cow Milk is produced from certified production facilities.
Conclusion: The study concludes that the sample group’s knowledge of UHT Cow Milk affects their UHT Cow Milk drinking behavior, especially the frequency of drinking at significance level of CL = 0.05. Most of them realize the nutrition values of milk, but also know that drinking milk cannot totally replace main meals. The different level of Milk KAP; packages, credibility, and benefits, has different effect on the milk flavors they choose. From the 5-score scale, the top three levels which are best, good and medium, choose to drink plain milk and low-fat flavors. However, Cow Milk benefits aspect does not have an effect on brand selection. The research results can benefit in supporting the formation of health promotion policies sharing the new knowledge of Cow milk in anti-aging and regenerative medicine aspect for their employees at the Head Office.