ผู้วิจัย/Authors: Kanittha Thaikla

ชื่อเรื่อง/Title: The factors effecting to the Pretty Girls who promote the sale amount of liquor.

แหล่งที่มา/Source: The 3rd National Alcohol Conference "Alcohol : No Ordinary Commodity", 21st-22nd November 2007, Richmond Hotel, Nonthaburi, Page 73.

รายละเอียด / Details:

At present, using pretty girls to cheer the product is the popular marketing strategy for the sale promotion. Actually the teenage women who promote the liquor products are called “pretty girls” “pretty ” or “PGs”. Higher compensation more than the others in same product line is given to these PGs as motivation strategy. In this study, 38 pretty girls were interviewed; 18 were in Chiang Mai and 20 were in Bangkok. Most of them are 20-26 years old with student, college student or university student status. The PGs would be found in many places i.e. in restaurant, clubs or food booth in the department store. The PGs would be rotated from place to place at monthly. High paid from salary, commission, and tip is the motivated reason for working as PG. The PGs would like to earn for their study cost, decrease their family paid for their studying, using it for their looks, up grade themselves or going to nights. PG work is comfortable and not hard. The working pattern of PGs starts from greeting their customers, introducing their products with smile and sweet service. PGs would have a beautiful looks i.e. beautify making up, slender body, and wear a good looking PG dress. Sometimes, PGs might propose product premium, their telephone number, or violate the company regulations by drinking with their customers to cheer their sales rate to the customers. Besides the good paid or high compensation, PGs also got free liquors left from customers to drink or they might get free paid in going to night after finished working from their customers. Some customers might be called to pay for their drinks or might pay for their monthly salary in the amount of 5,000 to 20,000 baht. 3 to 6 PGs in Chiang Mai might going out to night after finished work. Most of them like to drink especially foreign liquors which customers would buy for them. If they had to pay for liquors by themselves, they will drink 400 baht a bottle as their upper limit. They might drink spy or beer. Some PGs like to drink shaking liquors. (Laow Pun) Studying is the factor effecting to PGs work. Even though, Most PGs work while they are studying, they will focus on their studying more than working. Some PGs told that working as PGs will support their studying cost and it is not effect to their study because they works only a few hour at night. By the way, some PGs accepted sometimes they were tired and they could not study well. They might miss the class, have a few course in each semester, or they did not have sufficient time to have a group work with their friends so they would make all study group works by themselves as the way to solve their study problem with their friends. In terms of family relationship, they did not have sufficient time sharing with their family member because they went home late. When they we went home, their parent went to bed or slept already. They had a late get up so their parents went put to work already so they did not see each other. For the PGs who stays different province with their family, they do not have a chance to call or to go home to see their family. Sometime, they had the healthy problem. Regarding the PGs image and customers’ attitude toward PGs, most of PGs accepted that their customers offered many things to them to exchange for more sales amount i.e. requesting PGs telephone number or invite them to go out to night together after finished working. Some male customers asked them frankly to off them, asked for their commercial sex, or took liberties from their eyes or bodies whereas some female customers look down to them.

Keywords: alcohol, pretty girls, pretty, student, liquor, PGs

ปีที่เผยแพร่/Year: 2007

Address: The research Institute for Health Sciences, Chiang Mai University

Code: 200800114

ISSN/ISBN: 978-974-09-4574-1

Country of publication: Thailand

Language: English

Category: Abstract

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