Yuka Utsunomiya

The results of a continuing questionnaire and interview survey in northern Thailand since 1997 on snack-eating habits of children and students are reported. Marked differences in the frequency for eating snacks by children and students and in the number of different snacks eaten were apparent in the three different areas tested; the Chiang Mai urban area, the Fang country town, and the Samoeng rural area. Children and students in Chiang Mat eat many different kinds of snacks, while those in Samoeng eat fewer types. The differences in snack-eating habits are considered to be the result of economic (allowances, availability, etc.) and sociocultural factors (regional culture, information, etc.).

Since 1992, the authors have been researching on the effects of information and economic development in a northern Thai community. They had received little external information during its unelectrified period and had missed chances of earning income. After the electrification in the end of 1996, a large quantity of information about living and commodity have been brought to them through TV. At the same time, they have been actively exchanged in various word-of-mouth information with one another. In this paper, villigers' consciousness, behavior and values which are affected by this rapid information development are dealt with from viewpoints of information culture. The villagers are aroused by consumer interest as well as agriculture information. They strive for diversity information sources for their information strategies, and multiply marketing channels. For pur poses of increasing their incomes, the villagers change working forms, such as extra-work under electrified lights, going to urban areas, piecework done at home, etc. With regard to values, points of 'envy to the other villages', 'belief towards key persons of information', etc., decreased, instead, that of 'apprehension towards children's luxury-orientation' increased. Those of 'respect towards the King' and 'customs and rules of the village' are still highly supported. Parallel and simultaneous changes of living consciousness, behavior and values affected by the rapid information development are obviously recognized.

This paper is an analysis of research concerning the diffusion of durable consumer goods in the village of Angkhai in northern Thailand. The questionnaire surveys were held twice at the pro-electrification (Oct. 1996) and post-electrification (Oct. 1997) for a comparison of diffusion. In addition the surveys were also held in the neighboring village of Omlong (electrified) at the same point over a specific period of time for the purpose of comparison between two villages. The diffusion of durable consumer goods of Angkhai is noticeably grown after the the electrification. It is higher than in Omlong, and obviously influenced by the electrification. A gas stove and sewing machine, though they are not concerned with the electric power sttpply to the village, have shown a high growth of diffusion. It might be an indication of villagers' intentions to acquire a decent life with the opportunity of present electrification.

The results of a continuing questionnaire and interview survey in northern Thailand since 1997 on snack-eating habits of children and students are reported.<BR>Marked differences in the frequency for eating snacks by children and students and in the number of different snacks eaten were apparent in the three different areas tested; the Chiang Mai urban area, the Fang country town, and the Samoeng rural area. Children and students in Chiang Mai eat many different kinds of snacks, while those in Samoeng eat fewer types.<BR>The differences in snack-eating habits are considered to be the result of economic (allowances, availability, <I>etc</I>.) and sociocultural factors (regional culture, information, <I>etc</I>.).

This paper is an analysis of research concerning the diffusion of durable consumer goods in the village of Angkhai in northern Thailand. The questionnaire surveys were held twice at the pro-electrification (Oct. 1996) and post-electrification (Oct. 1997) for a comparison of diffusion. In addition the surveys were also held in the neighboring village of Omlong (electrified) at the same point over a specific period of time for the purpose of comparison between two villages.<BR>The diffusion of durable consumer goods of Angkhai is noticeably grown after the the electrification. It is higher than in Omlong, and obviously influenced by the electrification. A gas stove and sewing machine, though they are not concerned with the electric power supply to the village, have shown a high growth of diffusion. It might be an indication of villagers' intentions to acquire a decent life with the opportunity of present electrification.

The authors have been researching on the effects of economic and information development to a Thai community and villagers these past 6 years. The village had received only few information during its unelectrified period. After the electrification in the end of 1996, a lighted life in the evening and TV have been introduced into the village, and villagers have very actively exchanged information with each other. In this paper, the results of latest survey in May 1998 upon making inquiries and hearings, compared with those of the past survey in 1997, are analyzed from viewpoint of information culture. The total number of recently received information has increased. Work-of-mouth information has also noticeably increased through various media. Extension of choice of mass media toward 'news paper and magazines' is observed. Significant increases in receiving external information are suggested extensions of villagers' interest. Furthermore, changes and new behavior such as acquisition of abilities concerning understanding and recognition toward 'information', negotiation with merchants by using external information actively collected by villagers themselves, activation of mobility of man and home, etc., are obserced.