Marketing Factors Influencing Decision Making on Choosing Restaurants with Food Cooked to Order in Lat Krabang Industrial Estate

Abstract

Marketing factors influencing decision making on choosing restaurants with food cooked to order in Lat Krabang Industrial Estate was aimed to study demographic and marketing factors influencing the decision making on choosing restaurants with food cooked to order in Lat Krabang Industrial Estate. The data was collected by quota sampling, which was collected from 9 restaurants located in Lat Krabang Industrial Estate, selected from 9 alleys in the industrial estate area 9 alleys, 1 shop per alley. The questionnaire was used as a research instrument as 400 sets. Data analysis used descriptive statistics by finding percentage, mean, standard deviation and examined the hypothesis by analyzing the difference of the mean  ​​of the 2 sample groups. Analysis of variance or mean difference between three or more samples is a statistical hypothesis test performed by Pearson correlation coefficient and multiple regression analysis.

        The findings showed that most of the respondents were female, aged among 27-35 years old, being single, which their education are lower than a bachelor's degree, working as company employees, with monthly income lower than 15,000 baht. The hypothesis showed that different demographic factors influence the decision on choosing restaurants with no difference. In terms of marketing factors that influence the decision on choosing restaurants in Lat Krabang Industrial Estate, namely product factors, price, channel of distribution, marketing promotion, and physical characteristics, with statistical significance at a level of 0.05, and the effect size gained efficiency as 53.60%.