Factors of Consumer Demand for Investment Decisions in Food Truck Business: Case Study of Huai Khwang, Chatuchak and Latphrao Districts Bangkok

Abstract

This research aimed to study consumer demand for food truck consumption decisions and to study food truck investment guidelines, a case study: Huai Khwang, Chatuchak and Lat Phrao. of 402 people was a questionnaire. The statistics used were frequency, percentage, standard deviation. t-test, F-test and Chi-Square. The study found that Most of the consumers are female, aged 21-30 years with a bachelor's degree. Occupation student / student The cost of using the service per time 101-500 baht, frequency for using the service 2-3 times / week. The results of the study of consumer demand factors in making decisions on food truck consumption were found that the overall level was at a high level, which was found to be the most cost factor. ( = 4.36) Followed by economic factors ( = 4.35). The results of the relationship between demographic factors and food truck service behavior in Bangkok showed that age affected the behavior of choosing to use food trucks in terms of expenses. Times you use food truck service And the frequency of using food truck service The status affects the behavior of choosing to use the food truck service on the cost of each time you use the food truck service. The educational level influenced the behavior of choosing to use the food truck service in terms of the cost of each service used and the frequency of using the service. Occupations affect the behavior of choosing to use food trucks, as well as the costs of each time using food trucks. And information sources that affect the decision to use the food truck service, Occupational income affects the behavior of choosing to use food truck services on the expenses of each time using food truck services. And the frequency of using food truck service Statistically significant at the 0.05 level.