Marketing Strategies for the Business of Khanom Jeen Namya Restaurants in the Next Normal in Phra Nakhon Si Aytthaya District, Phra Nakhon Si Ayutthaya Province

Abstract

This research aims to 1) study the marketing strategies for business of the Khanom Jeen Namya restaurants in the next normal; 2) compare the marketing strategies for business of Khanom Jeen Namya restaurants in the next normal classified by personal factors of consumers and 3) compare the marketing strategies for business of Khanom Jeen Namya restaurants in the next normal classified by consumers’ behavior. The sample group consisted of 384 consumers of Khanom Jeen Namya restaurants in Phra Nakhon Si Ayutthaya District, Phra Nakhon Si Ayutthaya Province. They were collected by using the accidental sampling. The research instrument was a questionnaire. The reliability was at 0.91. The statistical analysis was performed in terms of mean, standard deviation, t-test, one-way ANOVA and LSD test. The research findings revealed the followings; 1) the marketing strategies for business of Khanom Jeen Namya restaurants in the next normal as a whole had a high average level. The aspect with the highest average value was the product strategy, followed by the physical strategy, and the lowest average was the process strategy. 2) The consumers with different levels of education, occupation, and average monthly income had different opinions on the marketing strategies for business of the Khanom Jeen Namya restaurants in the normal way at statistical significance level of .05. And 3) customers were different of the frequency, day using  the services, the time of most frequency used  services, the number of people who went together, and influential people to make decision using  services had overall different opinions on the marketing strategies for business of the Khanom Jeen Namya restaurants in the next normal at a statistical significance level of .05.