Feasibility study of investment in business expansion Case Study Khao Soi Captain

Abstract

The purpose of this research was to study the feasibility of investing in Khao Soi Captain restaurant business with 3 marketing plans as follows: 1. To expand the service volume by increasing the production capacity. 2. To increase the branch. 3. Increase the service time from 6 hours to 10 hours to study the demographic characteristics. Demographic Factors marketing mix The sample group in the research was a group of consumers who used to use the service at Khao Soi Captain, a total of 400 people, and in-depth interviews with restaurant operators regarding the environmental analysis data and the potential of the Five Forces Model, cost data. advantages and disadvantages of Quality control and advantages and disadvantages of Management by collecting questionnaires and in-depth interviews The statistics used in the data analysis were percentage, frequency, mean and Linear Regression Analysis to study the factors affecting the decision to use the shop service. Khao Soi Captain by using 4P's marketing mix factors to analyze the correlation (Correlation). The results of the analysis revealed that Demographic personal factors and different consumer behavior Does not affect the decision to use the Khao Soi Captain As for the marketing mix, it was found that the price factor Regarding the appropriateness of the price compared to other Khao Soi restaurants and the factors of marketing promotion related to product communication to consumers about other promotions affecting the decision to use the Khao Soi restaurant captain Significantly at the 0.05 level consistent with the hypothesis set.