Factors Influencing Customers’decision to Consume on Isaan Restaurant Services in Nakhon Si Thammarat Province

Abstract

This research has the objective to study the factors influencing consumers' decision to consume on Isaan restaurants in Nakhon Si Thammarat province. By studying demographic factors including gender, age, religion, education level, occupation, average monthly income. Service marketing mix factors include products, prices, distribution channels.  Marketing promotion, personnel, physical, process and consumer behavior factors (5W1H) include (Who), who are the customers (What), what do customers buy (When), when do customers buy (Where), where do customers buy (Why), why do customers buy (How) How do customers buy? The study found that different demographic factors affect consumers' decision to consume on Isaan restaurants in Nakhon Si Thammarat Province, including gender, age, religion, education level, occupation, average monthly income, and different marketing mix factors. Services affect consumers' decision to consume on Isaan restaurants in Nakhon Si Thammarat province and consumer behavior factors (5W1H) affect consumers' decisions to use Isan restaurants in Nakhon Si Thammarat Province. The population used in the study was 400 sets of working age people aged 18 years and over in Nakhon Si Thammarat Province who had used the services of  Isaan restaurants. Data collection methods Sample group of this research study Is a consumer who has used the services of an Isaan restaurant in Nakhon Si Thammarat province using the assumption that the data has a normal distribution (Normal Distribution). The maximum level of variance is set to be p = 0.5 and q = 0.5, 95% confidence level, and a sampling error of 5% is accepted.