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University of Stirling

1. Bhovichitra, Phunpiti. Music CD in development and consumer value in the Thai music industry.

Degree: PhD, 2017, University of Stirling

While the digital market, especially the music streaming market, has rapidly grown in recent years, however the physical music segment still remains relevant in the Thai market. The Thai music market has inimitable characteristics within the market in terms of the physical music record offers, recorded musical works, and a growth trend in physical sales. Moreover, the behaviour in physical music consumption is opposite to that in world markets. Music consumption practices in the Thai market and why physical music, and CDs in particular, remain relevant to the Thai music industry are an enigma. The music industry itself has suggested that the physical music market needs to be revamped and its physical products redeveloped. In addition, the major record companies have also refocused into developing physical markets. However, precisely how this is to be achieved has not been specified. The twin aims of this study are to more fully comprehend Thai music consumption practices in today’s market and to examine how the concepts of product development could be effective in responding to consumer needs and desires. Consumer-led product development is the main concept of this study used to create ideas to enhance music CDs. This study combined many perspectives related to consumer-led product development and then applied them to construct the conceptual framework named “The Seminal Framework for CD Development”. The framework is a roadmap to create a new set of features for a new form of music CD based on the input of the music industry’s representatives and consumers. A new form of music CD which includes a new set of features is named in this study as the “prototype CD”. Also, the framework is used to evaluate the effectiveness of the prototype CD; how the prototype CD is responsive to consumer needs as far as functional and psychological perspectives are concerned. Bearing in mind the aim of this research, the researcher considered the interpretive paradigm to be the most appropriate approach for capturing consumers’ experiences in music consumption practices and for studying the opinions, points of view and ideas derived from the consumers, and the experts in music CD development. In the data collection process, this study employed the technique of purposive sampling for selecting from the population. The purposive sampling technique allows the researcher to judge and select people or prospective participants who: 1) are available to participate I in conducting the research, 2) are knowledgeable about the industry, 3) have experience related to the context of the study, and 4) can provide the reliable and detailed information required to understand the focal themes of the study. This study conducted nine interviews with the music industry’s experts, 60 one-on-one interviews and four group interviews with consumers. For the data analysis, this study adopted the manual coding analysis. The Seminal Framework determined the coding structure, and sets of data could be organised into distinct themes, such as the new features…

Subjects/Keywords: Marketing; Consumer behaviour; Product development; Music consumption practices; Music CD; Physical music; Music CD development; Consumer value; Superior value; Music product features; Consumer-perceived benefit; Consumer-perceived benefit; Funtional value; Psychological value; Music trade Thailand; Music and technology Thailand; Consumer behavior Thailand

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Bhovichitra, P. (2017). Music CD in development and consumer value in the Thai music industry. (Doctoral Dissertation). University of Stirling. Retrieved from http://hdl.handle.net/1893/26302

Chicago Manual of Style (16th Edition):

Bhovichitra, Phunpiti. “Music CD in development and consumer value in the Thai music industry.” 2017. Doctoral Dissertation, University of Stirling. Accessed December 16, 2019. http://hdl.handle.net/1893/26302.

MLA Handbook (7th Edition):

Bhovichitra, Phunpiti. “Music CD in development and consumer value in the Thai music industry.” 2017. Web. 16 Dec 2019.

Vancouver:

Bhovichitra P. Music CD in development and consumer value in the Thai music industry. [Internet] [Doctoral dissertation]. University of Stirling; 2017. [cited 2019 Dec 16]. Available from: http://hdl.handle.net/1893/26302.

Council of Science Editors:

Bhovichitra P. Music CD in development and consumer value in the Thai music industry. [Doctoral Dissertation]. University of Stirling; 2017. Available from: http://hdl.handle.net/1893/26302

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