The Study of Marketing Mix Factors Affecting Decision-Making on Choosing Made-to-Order Food Restaurants of Undergraduate Students at Khon Kaen University

Abstract

This research aimed to study the marketing mix factors (7Ps) affecting decision-making on choosing made-to-order food  restaurants of undergraduate students at Khon Kaen University. Data were collected from a sample group of 395 undergraduate students at Khon Kaen University. The statistics used to analyze data included the Multiple Regression Analysis method by using the Enter Regression method to test the relationship between independent variables and dependent variables. The research results were found that: There were four factors affecting the decision-making to choose made-to-order food restaurants of undergraduate students at Khon Kaen University. These factors were statistically significant at the 0.05 level. They consisted of price, process, place, and product in order of influence. On the other hand, the marketing mix factors that can’t affect the decision-making to choose made-to-order food restaurants of undergraduate students at Khon Kaen University included three factors: people, promotion, and physical evidence. This research results can be a guideline for business development and to set strategies for operating a restaurant business efficiently in line with the needs of undergraduate students at Khon Kaen University.