Thesis (M.Sc.)--Chulalongkorn University, 2011

This research attempted to find out which factors affecting photobook preferences of young Thai and to understand how the print quality parameters affected perceived image of photobook and how this perception changed as a function of a Thai customers' preference. A group of participants, 17-24 years old, were asked to express their feelings about photobook products and to indicate the acceptability of factors, which influence the decision to make photobook. These participants represented the young Thai whose hobbies are mostly related to IT (information technology). Results based on weighted arithmetic Mean showed that print quality of printed images and design of photobook were the prior factors affecting the preference of these people. In addition, individuals viewed and provided rating information of quality parameters of print samples made from 5 print shops with varying high-end printers. The survey data were analyzed by Analysis Hierarchy Process (AHP) technique, by which loading factors, ranging 0-1, relevant to young Thai' preference regarding print quality parameters were obtained. Print quality preference equation thus could be established. Results showed that the preference equation could predict the preference of the young Thai by observation.