Manusya, Journal of Humanities

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The ineluctable force of globalization is having an immense on local traditions worldwide. Thai cultures, and lifestyles have also received the full brunt of these 'nouvelle' invasions. Old traditions, including food prepared according to century-old recipes, have started to disappear. The number of venues selling such traditional Thai desserts and snacks has shrunk to only an astonishing few. To halt the death of this legacy, the management of those shops must conduct a study to ascertain what influences customers to come buy these traditional products and to incorporate the findings into their management strategy. In the end, this study revealed quite unexpected outcomes as to why people chose to buy one product but not another.

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