MARKETING MANAGEMENT FACTORS AFFECTING THE FAST FOOD CONSUMER BEHAVIOR IN LAM LUK KA DISTRICT PATHUM THANI PROVINCE

Abstract

              The study had two objectives, which were; 1) to study personal factor, marketing management and the fast food consumer behavior in Lam Luk Ka district, Pathum Thani province; and 2) to compare marketing management factors and the fast food consumer behavior in Lam Luk Ka district, Pathum Thani province which classified by personal factor. The sample consisted of 400 people by using a questionnaire to collect data. The statistics analysis used percentage, mean and Standard Deviation, Chi - Square, t - test, F - test and One-way ANOVA.  The results indicated as follow: 1) The most of respondent were single male, hold a bachelor level degree, and the average income was approximately 10,001 - 20,000 Baht. Analysis results of marketing management factors found that; the marketing promotion factor was the most important factor and fast food consumption was limited to no more than 3 times per a month, with an approximate cost of 1,001 - 2,000 Baht, especially choosing fast food because it was convenient and fast, as a main food and decided to buy fast food by oneself, respectively. 2) Hypothesis testing found that the overall of comparing marketing management factors no difference, except price factor. In addition, fast food consumer behavior which classified by personal factor no relationship, except income per a month with statistical significance at the level of 0.05. 3) Suggestion from this study should have strategic marketing planning, public relations and services in order to reach customers in anticipation of good service which can continue to impress customers.