Marketing Strategies Affecting Customers’ Decision on Selecting Thai Airways Restaurant at Phuket Airport
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The purposes of this study were to 1) investigate the consumers’ behavior in using THAI catering restaurant at Phuket International Airport 2) marketing strategies affecting the consumers’ decision on using THAI catering restaurant at Phuket International Airport 3) compare marketing strategies affecting the consumers’ decision on using THAI catering restaurant at Phuket International Airport with details on personal factors. The sample group consisted of 350 Thai customers of THAI catering restaurant at Phuket International Airport. The sample group was chosen by using the accidental sampling technique. The questionnaire was used to collect data. The statistics used in this study were percentage, mean, standard deviation, t-test and F-test. The result showed that the majority of customers were women aged in the range of 35-45 years old, with monthly income ranging from 15,000 to 25,000 bath. The reason for using the restaurant is to have food. The most popular time was between 11.01-13.00. The amount of money spent each time was less than 1,000 bath. These customers usually ordered Thai food. As for the factors affecting the decision, it was found that it was self-decision making. As for the marketing strategies affecting the consumers in using a THAI catering restaurant at Phuket International Airport, all strategies were rated high with personnel ranking highest ( = 4.18), physical feature ( = 4.17), service ( = 4.13), product ( = 4.13), price ( = 4.06), channel ( = 3.87) and sale promotion ( = 3.64) respectively. According to the comparative marketing strategies affecting consumers in using the service of a THAI catering restaurant at Phuket International Airport, 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 feature 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.
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