Factors correlated with mcdonald’s restaurants food consumption behavior in pathumwan district, Bangkok metropolitan area

Abstract

The purposes of this research were : 1) to study the personal factors, 2) to study marketing mix factors, 3) to study consumptions behavior, 4) to study the relationship between personal factors and consumption behavior, and 5) to study the relationship between marketing mix factors and consumption behavior. The samples have been done with 400 consumers visited McDonald’s restaurant, in Pathumwan District, Bangkok. The instrument was used the statistical questionnaire and in data analysis tools were used frequency value, percentage value, mean value, standard deviation value and Person Chi-Square. Statistical analysis calculated by computer program. The results of consumers in McDonald’s restaurants in Pathumwan District, Bangkok shown that : 1) most of the consumers are females and younger than 20 years old with monthly average income less than 10,000 baht and most of consumers are students and education levels is lower than Bachelor degree. 2) the marketing mix factors result of consumer in overall have satisfaction a high level and when considering each side, found that samples group provide the highest level satisfaction is products and samples group there are 3 levels at the high level and sort by descending from the average is product, pricing and promotion. 3) consumption behavior found that the type of foods were sold in the restaurant, the consumers prefer to eat the most popular interval Burger which consumers using more than that time 15.00-20.00 hrs, frequency of in-store service and the average of 1-2 per week, a time popular select access inside a department store because the staff are willing to provide services like interior decorating styles and inside is clean and spacious, the number of seats is sufficient. 4) the relationship between the personal factors and consumption behavior found that age, average income per month and highest level of education are statistically significant at the .05 level, and 5) the relationship between marketing mix factors and consumption behavior found that product, price and promotion were relating but distribution channel was not relating with consumption behavior and, the relationship between all was statistically significant at the .05 level.