Factors related to customers’ decision on choosing tim surm restaurant services in muang district, nakhon si thammarat province.

Abstract

The purposes of this research were: 1) To study decision to choose Tim Surm Restaurant Service. 2) To study the personal factor in consumer decision making to choose Tim Surm Restaurant Service 3) To study the relationship between personal factors of consumers and the decision to choose Tim Surm Restaurant Service in Muang District, Nakhon Si Thammarat Province. 400 sample were purposive selected used The instrument were questionnaires. Frequency and percentage were calculated for test relationship, Chi - square test was wed and Contingency Coefficient at statistically significant level of 0.05 computer program analysis was used to calculated data. The research study found were that most consumers ware females ages between 21 - 30 years, maried status, Bachelor's Degree, 10,001 - 15,000 Baht salary, working as freelance /private businesses 3 - 4 members in family sample decided to choose the Tim Surm restaurant services in the product by focusing on the highest food taste, value for money with food quality, appropriate price with the quality of food, For the place of distribution opening - closing time was significant. The marketing promotion was reducing the price of food at various festivals, personnels were attentive and willing to serve customers, The service was available to reserve a table in advance, The physical aspect of cool air culation and enough light in the shop. Results of the hypothesis testing of personal factors for consumers are age, marital status, education level, salary, occupation and family size correlated with the decision to choose Tim Surm Restaurant Service in Muang District, Nakhon Si Thammarat Province were age was correlated with the price and the services, The marital status was related to the price, The educational level was related to the product, the place of service, personnel distribution and physical aspects, The salary was related to the product and the price. The occupation is related to personnel and physical aspects. The member of family correlated with the product and the price. The gender was not correlated with the decision to choose Tim Surm Restaurant Service in Muang District, Nakhon Si Thammarat Province. The statistical significance at the 0.05 level.