CONSUMER BEHAVIOR AND EXPECTATION STUDY TO UPGRADE BRANDING OF “PAEHOK” RESTAURANT FOR ESTABLISH THAI RESTAURANT BUSINESS IN FAMILY STYLE AT FUTURE PARK RANGSIT

Abstract

Consumer Behavior and Expectation Study to upgrade branding of “Paehok” Restaurant for establish Thai restaurant business in family style at Future Park Rangsit, The purpose of this research is 1) Study consumer behavior that is expected to be consumer of the Paehok Restaurant at Future Park Rangsit 2) Study Brand Awareness of Paehok Brand at Future Park Rangsit. 3) Study consumer expectations that affect the demand of Thai Restaurant in Family Style at Future Park Rangsit, 4) To present a suitable marketing strategy for Paehok Restaurant to establish Thai restaurant business in family style at Future Park Rangsit This research is a survey research by collecting data from consumer of the Future Park Rangsit samples using questionnaires in accidental sampling method, Surveyed in the area of Future Park Rangsit for 200 samples, Data were analyzed using descriptive statistics to analyze demographic data, including sex, age, occupation, education level, income level and show the result in percentage, mean and standard deviation. And Inferential Statistics to test the hypothesis between Independent Variable and Dependent Variable using Independent-samples (t-Test) and One-Way ANOVA (F-Test) statistics, the research results obtained from the analysis of marketing mix (7Ps) in 7 factors to find the correlation with demographic data found the independent occupation variables influence the expectations of the consumers competence was related with statistical level 0.05 Sort by priority from the most important is Price Product and Place, 1) Entrepreneurs should focus on price factor by different occupational groups of the sample there are different price expectations to choose a Thai restaurant at Future Park Rangsit, The statistical significance test was 0.05.by all occupations group focus on most affordable food price 2) Entrepreneurs should focus on product factor by different occupational groups of the sample there are different product expectations to choose a Thai restaurant at Future Park Rangsit, The statistical significance test was 0.05 by student company employee government/state enterprises and other occupational groups focus on the taste most entrepreneurs should keep food standards in good taste and always develop food quality and business owners focus on variety of dishes most. 3) Entrepreneurs should focus on place factor by different occupational groups of the sample there are different place expectations to choose a Thai restaurant at Future Park Rangsit, The statistical significance test was 0.05.by student company employee government/state enterprises and business owners focus on the location of the restaurant is the most comfortable and other occupational groups focus on enough parking.