Published Paper Details:

Due to COVID-19 outbreak from late 2019 and Thailand being one of the countries affected early on by the virus, Thailand has been praised by other countries for its COVID-19 handling which results in low numbers of infection and deaths. The result has been achieved through government measures (security authority, Ministry of Public Health and other relevant authorities) and public cooperation strictly following the authorities� advices particularly regarding mask wearing. Masks can prevent the spread of COVID-19 up to 80%, and Thailand has the highest mask wearing rate in Asia and in the world. Thailand makes masks compulsory until medicines or vaccines are discovered. Hence, the market value of cloth masks in Thailand is approximately 50,000 million baht and may increase to 2 � 10 times more if marketers can deliver customer value - this is the importance of this research in addition to health benefits. The purpose of this research is to study (1) Covid-10 outbreak situation in Thailand, (2) preventative measures employed by the public considering advices issued by Ministry of Public Health and other relevant authorities, (3) consumer behaviors regarding cloth mask purchasing decisions, and (4) customers� opinions on priorities of marketing mix. Primary data and secondary data are collected for this research. Primary data is collected by survey method by asking sample group to complete 400 questionnaires and the information thereof is analysed by descriptive method. The research finds that (1) Thailand ranked below 50th considering the numbers of the infected, deaths and recoveries, (2) emergency decree was issued for (i) a curfew between 22.00 � 4.00, gathering ban and false information ban, (ii) a lockdown including restricted use and access to buildings, (iii) state quarantine with cooperation from government departments and Ministry of Public Health, (iv) village health volunteers and delegation of power to each province�s governor to impose other measures including alcohol sales ban, and (v) daily announcement from Center for COVID-19 Situation Administration (CCSA), (3) preventative measures practiced by the public are staying home to stop the spread for the nation, eating cooked food, using personal cutlery, social distancing, washing hands frequently and everyone wearing a mask at all times, (4) consumer behavior regarding cloth mask purchasing were (i) (what) buying both medical masks and cloth masks, (ii) (when) buying cloth masks when medical masks weren�t available, (iii) (where) purchase were made online and open air market, (iv) (why) purchase were made to prevent COVID-19, (v) (who) purchase was made by oneself, (vi) (whom) purchases were also made for the household, (vii) (how) each purchase were for 2 masks, (viii) (how much) each purchase costed more than 100 baht, (ix) (how often) purchase decision making took less than 1 day, and (x) (how long) purchase was made every 2-3 days, and (5) customers� opinions towards marketing mix are low particularly where core, style and size of the product are concerned, and a similar trend is reflected in answers from open-end questions showing that masks allowing makeup application to be seen, masks infused with skincare and masks which can eliminate bad odor are desirable, while price, place and promotion are adjusted to align with product.