Factors affecting consumers' decisions on choosing yellow orchids Restaurant at Thai Airways Operation Building

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.