The Marketing Communication Factors Influencing the Decision to Selection the Shinkanzen Sushi Japanese Restaurant Services of Consumer in Bangkok Area

Abstract

The objectives of this independent study were to compare the decision to selection the Shinkanzen Sushi Japanese restaurant services of consumer in Bangkok area, classified by demographic factors and to study the relationship between the marketing communication factors that influencing the decision to selection the Shinkanzen Sushi Japanese restaurant services of consumer in Bangkok area. This study was a survey research. The tools used in the research was questionnaires. The sample group consisted of 420 consumers who have been selected the Shinkanzen Sushi Japanese restaurant services by using purposive sampling method. The statistics used in data analysis were frequency, percentage, mean, standard deviation, t-test, F-test, LSD and Multiple Regression Analysis with the significant level at 0.05.

The results of the research showed that the majority were male 51.90 percent, aged between 30-39 years 40.24 percent, married marriage status 49.76 percent, bachelor’s degree level education 55.95 percent, employees’ occupations 31.19 percent and monthly income range 10,001-20,000-baht 43.57 percent

Overall and in specific aspects, the marketing communication factors that influencing the decision to selection the Shinkanzen Sushi Japanese restaurant services of consumer in Bangkok area were at the moderate level. These aspects were personal selling, advertising, sales promotion, public relation and direct marketing

The testing result found gender, marriage status, occupation and monthly income except age and eduation are not affected to the decision to selection the Shinkanzen Sushi Japanese restaurant services of consumer in Bangkok area. The marketing communication factors testing result found public relation, sales promotion, direct marketing and personal selling except advertising is not affected to the decision to selection the Shinkanzen Sushi Japanese restaurant services of consumer in Bangkok area.