Factors Affecting Decision-Making on Choosing Grilled-Style Buffet Restaurants of Consumers in Khon Kaen Province

Abstract

The purposes of this research were: 1) to analyze the factors affecting decision-making on choosing grilled-style buffet restaurants of consumers in Khon Kaen province and 2) to compare the factors affecting decision-making on choosing grilled-style buffet restaurants of consumers in Khon Kaen province classified by age, income and occupation by collecting questionnaire from grilled-style buffet consumers in Khon Kaen province. The sample group consisted of 384 grilling puffed consumers in Khon Kaen province. The statistics used to analyze data comprised percentage, mean, F–Test or One way ANOVA and Stepwise Multiple Regression Analysis. The research results were found that: 1) The factors affecting decision-making on choosing grilled-style buffet restaurants of consumers in Khon Kaen province consisted of 7 important factors as follows: 1) the freshness of food, 2) clean and beautiful equipment or utensils, 3) fast seating, 4) food cleanliness, 5) customer problem solving, 6) clean restaurant and 7) shop opening and closing on time. 2) The results of opinion comparison on the factors affecting decision-making on choosing grilled-style buffet restaurants of consumers in Khon Kaen province classified by age, income and occupation as a whole were not significantly different at the .05 level.