The Managerial Guidelines for Food and Drink Businesses in Industrial Area of Suengnoen Sub-District, Suengnoen District, Nakhonratchasima Province

Abstract

The purposes of this study were to study components of the managerial guidelines for food and drink businesses in industrial area of Suengnoen Sub-district, Suengnoen District, Nakhonratchasima Province, define meaning of the components, and specify the managerial guidelines for food and drink businesses in industrial area of Suengnoen Sub-district, Suengnoen District, Nakhonratchasima Province. The study were conducted with documentary research, together with semi-structured interview to find observable variables, exploratory factor analysis for the managerial guidelines for food and drink business components classification, and brainstorming to define the guidelines for of the managerial guidelines for food and drink business in the industrial area of Suengnoen Sub-district, Suengnoen District, Nakhonratchasima Province. The data was collected from a sample group, with 347 participants. The findings were found that general information of most respondents was female, at the age of 41 years up to 50 years, with bachelor's degree; salary was from 9,001 baht - up to 15,000 baht monthly. The consumption limit was lower than 101-200 baht per day. The managerial guidelines for food and drink business in the industrial area of Suengnoen Sub-district, Suengnoen District, Nakhonratchasima Province could be classified into 4 components which were Comfortable Cafe (C), Attractive Cafe (A), Fantastic Cafe (F) and Emotional Cafe (E). From all of these components, it can be explained that the managerial guidelines of food and drink business in the industrial area of Suengnoen Sub-district, Suengnoen District, Nakhonratchasima Province gained 66.346 percent, and it can be defined as a guideline “CAFE” for responding the needs of customers.