| dc.description.abstract | The purposes of this study were to 1) study consumer’s behavior at Yellow
Orchids restaurant at the Operation Center of Thai Airways International 2) investigate
marketing strategies affecting the consumer’s decision on choosing the Yellow
Orchids restaurant 3) compare personal factors affecting the consumer’s decision on
choosing Yellow Orchids restaurant. The sample group was 350 Thai customers using
the restaurants. The sample group was chosen by using the accidental sampling
technique. The questionnaire was used in this study to collect data. The statistics
used in this research were percentage, mean, frequency, standard deviation, t-test
and F-test.
The result showed that the majority of consumers were women aged over
45 years old with monthly income in a range of 25,001-35,000 bath. As for the
consumer’s behavior, it was found that they came here to have food during 11.01-
13.00. They spent less than 1,000 bath. They usually order Thai food. The factor
involving the decision was self-decision making
As for the marketing strategies affecting the consumers in using Yellow
Orchids restaurant, all strategies were rated high with price and service ranking
highest ( = 4.15), physical environment ( = 4.14), product ( = 4.11), personnel
( = 4.10), channel ( = 3.86) and sale promotion ( = 3.79) respectively.
According to the comparative marketing strategies affecting consumers in
using the service of Yellow Orchids restaurant, it was found that sex or gender played
no role in using the restaurant. However, age affected the product, price, sale
promotion, personnel, service and physical environment with significant statistic level
at 0.05. It was also found that monthly income affected product, sale promotion,
service with significant statistical level at 0.05. | en_US |
