Study of Consumer Food Behavior and Factors Affecting Consumer Selection of Restaurant Services in Sriracha, Chonburi

Abstract

The purpose of this research was to study consumer food behavior and factors affecting consumer selection of restaurant services in Sriracha, Chonburi. The Survey Research was conducted with 400 respondents. SPSS is used for data analysis at a statistical level of 0.05. The research results indicated that the majority of respondents were female, company employees and had average monthly incomes of 15,001 - 35,000 Baht. The results of the study showed that frequency of eat out at restaurants was 1 - 2 times per month mostly in the evening time (17.00 - 20.00 pm.) and the average cost of 101 - 500 Baht per person per time. Top three restaurant types most frequently selected in the last 6 months were a Noodle restaurant, an Isan Food and a Food stand. Most respondents decided on a restaurant selection themselves when they had no time to cook. They chose the same restaurant repeatedly because food was delicious and price was reasonable. However, they would ask for friend’s opinion before making a decision to eat out at newly opened restaurant. The study Marketing Mix variables showed that the Price factor is the most affected and Service Quality variables showed that the Tangibles factor is the most affected. In conclusion have high level at the statistical significant level of 0.05.