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The objectives of this research were to study consumers and entrepreneurs’ attitude on Thai desserts and business management to create market adjustment strategies to support marketing 4.0 of Thai desserts. The research was based on quantitative method by using questionnaires. A group of 1,175 consumers and 100 entrepreneurs were sampling. A systematic sampling were employed. Statistics used for data analysis were mean, standard deviation and stepwise multiple regression.
The results of this research revealed that : (1) Consumers’ attitude toward Thai desserts in knowledge and understanding rested priority with promotion factor and the feeling attitude with factor. (2) Entrepreneurs’ attitude on Thai desserts in knowledge and understanding rested priority with service factor and feeling attitude with distribution factor. (3) Business management composed of four factors, namely finance, competition, management and production. And (4) Market adjustment strategies to support marketing 4.0 of Thai desserts in Nonthaburi Province must consist of 4 strategies; product development, channel of distribution development, sales promotion, and services both online and offline marketing.
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