Adapting to the Covid-19 situation of entrepreneurs in food and beverage business

Abstract

The research aims to 1) study the information perception regarding the Covid-19 situation of the entrepreneurs in food and beverage business in Lampang province, and 2) study the adjustment during the time of the Covid-19 situation of the entrepreneurs in food and beverage business in Lampang province, carried out using a quantitative research technique. The instrument used is a questionnaire to get information from 400 samples of entrepreneurs in the food and beverage business in Lampang province. The sample group derives from the calculation by the Cochran technique with a reliability of 95%. The methods of random sampling include Nonprobability Sampling and Purposive Sampling. The statistic used is Descriptive Statistics consisting of Frequency, Percentage, Mean, and Standard Deviation, and Inferential Statistics consisting of t-test, ANOVA, and Multiple Linear Regression. The research result reveals as follows: 1) the information perception regarding the Covid-19 situation of the entrepreneurs in food and beverage business in Lampang province found that it was at the most level as a whole. When categorizing each aspect, from the ones having the first three highest Mean, it revealed that the risk of the flexibility of business survival was at the most level, secondly was the risk of the economy, and finally was the risk of business environments, respectively, 2) As an overall image, the adjustment during the Covid-19 situations of the entrepreneurs in the food and beverage business in Lampang province found a much level. When classifying each aspect, from the ones having the first three highest Means, it identified marketing at the most level, secondly was the personnel level, and finally, the performance aspect, respectively.