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Sangrawee Witoonpan

Doctor of Philosophy - Business and Management Research

Business And Manageent _PHD_SangraweeResearch Project:

Developing a conceptual model of intermodal freight transport choice: a case study of Thai rubber exporters”

The purpose of this study is to investigate factors influencing decision makers when it comes to choosing the transportation alternatives currently available by natural rubber exporters in Thailand. This research used a preliminarily conceptual framework derived from the combination of the Organisational Buying Behaviour (OBB) model in terms of contextual factors, with relevant literature in relation to operational factors. 


This research has adopted a qualitative approach and methodology based on the interpretivist paradigm. The research was conducted using two methods: questionnaires and follow-up semi-structured interviews. To explore the background of the natural rubber industry, identifying its key demographic characteristics and the current situation with regard to freight transport usage, a questionnaire survey was conducted using a sample of 73 shipping managers. Fifty individuals completed and returned the questionnaires. In support of a substantive study, in-depth interviews of the managers of 21 companies were used to investigate what factors influence the selection of transport modes and how they impact on their decisions. The interviewed transcripts were analysed using template analysis.

Research themes & scholarly interests

Transport mode choice Decision-making Natural rubber industry Sectoral case study


  • 2006 – 2008: MSc. in Statistics
  • 2005 – 2006: Grad. Dip. in Teaching
  • 2001 – 2005: BSc. in Mathematics

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