Marketing Factors Affecting Decision Making to Use Western Food Restaurant Services among Consumers in Prachuap Khiri Khan Province

Abstract

A novel coronavirus (COVID-19) gives huge effects on people across the world, making consumers have their way of life changed. Restaurant business has been affected as well. Many restaurants need to adjust themselves in order to respond to consumer demands. Restaurants need to build confidence in consumers to ensure consumers perceive how attentive they are. This research aimed 1) to study marketing factors affecting consumers in Prachuap Khiri Khan province, 2) to study the use of western food restaurant services affecting consumers in Prachuap Khiri Khan province, 3) to study the influence of marketing factors on using western food restaurant services among consumers in Prachuap Khiri Khan province. The sample in the study consists of 400 consumers using western food restaurant services in Prachuap Khiri Khan province. SPSS software package was used to process and analyzed the data. The findings from the study revealed the following demographic data and data related to behaviors of using western food restaurant services as follow: Most of them were men with 21-30 years of age, single, undergraduate students with income lower than 10,000 baht per month. Frequency of using western food restaurant services with their friends was once a month. The reasons for using services were discount promotion and the average spending on food in western restaurant was less than 501 baht. The analysis results found that marketing factors had an influence on using western food restaurant services among consumers in Prachuap Khiri Khan province. When each aspect was taken into consideration, it was found that people, price, product, process, place, promotion, and physical evidence had an influence on using western food restaurant services among consumers in Prachuap Khiri Khan province respectively. Based on the above-mentioned information, it can be implemented and utilized based on academic approach and professional approach for those who are interested in operating a restaurant.