Paper Title
ADOPTION PROCESS FOR THAI CHOCOLATE BRAND “CHOCOHOLIC” AMONG DEMOGRAPHIC

Abstract
This study explores the adoption process of the Thai chocolate brand "Chocoholic" amongvarious demographic groups. The research design encompassesthe analysis of descriptive statistics and quantitative data through a Chi-Square model. The research examines consumer behaviour, preferences, and factors influencing the adoption of Chocoholic’s products. Data were collected through surveys and focus group discussions across different age, marital status and income. The findings reveal that brand awareness, interest, evaluation trial significantly impact consumer adoption. Additionally, demographic variations indicate distinct motivations and barriers in the adoption process. The study contributes to understand market dynamics in Thai craft chocolate industry and provides strategic insights for Chocoholic to enhance its marketing efforts and consumer engagement. Data were gathered from convenience survey involving 384 respondents who are more than 18 years old and interested in craft chocolate that produced in Thailand. To understand product awareness, productinterest, productevaluation, producttrial and productadoptionof customer among difference demographics factor. The brand should focus on each step of adoption process and characteristic of customer to understand more about the customer and also increase number of sales.