Investigating Consumers’ Behavior and Consumers’ Satisfaction to Assess the Khun Or Nam Neung Chock Chai 4 Restaurant

Abstract

The objective of the independent study was investigating consumers’ behavior and consumers’ satisfaction to assess the Khun Or Nam Neung ChockChai 4 Restaurant. Basic factor of demographics and satisfaction levels could provide into the 4 marketing mixed factors that includes product, price, place and promotion. Samples were selected from 400 persons who consume in Khun Or Nam Neung Chock Chai 4 Restaurant. Data were collected by questionnaires and analyzed using software. The results of this independent study founded that most consumers were female aged more than 45 years old (58.00%), received a bachelor degree (42.00%), company enterprise (48.00%) and average revenue more than 30,000 baht per month (42.00%). The most of Vietnamese food is “Nam Neung” and the reasons that they choused because Vietnamese food was very difference taste from another. For the most satisfaction level, the marketing mixed factor was place factor. For the more satisfaction level, the marketing mixed factors were product factor and price factor. For the medium satisfaction level, the marketing mixed factor was promotion factor.