MARKETING MIX FACTORS INFLUENCING CONSUMER CHOICE OF BUFFET RESTAURANTS IN MUEANG DISTRICT, PATHUM THANI PROVINCE

Abstract

The purposes of this research were: (1) to study personal factors, including gender, age, marital status, educational level, income, and occupation, that influence consumers’ decision-making in choosing Shabushi buffet restaurants in Mueang District, Pathum Thani Province; (2) to examine consumers’ opinions toward marketing mix factors; and (3) to analyze the marketing mix factors affecting consumers’ decisions to use Shabushi buffet restaurant services.

          This study employed a quantitative research approach. Data were collected using questionnaires. The sample consisted of 400 consumers who had previously used Sukiyaki and Shabu buffet restaurant services in Mueang District, Pathum Thani Province. The samples were selected using non-probability sampling with a convenience sampling method. The questionnaire was divided into three sections: general demographic information, consumer behavior and service experience, and opinions toward the seven marketing mix factors, namely product, price, place, promotion, people, process, and physical evidence. A five-point Likert scale was used to measure the level of influence of these factors.

          Data analysis was conducted using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, including t-test, One-Way ANOVA, and regression analysis. The results revealed that personal factors such as gender, age, marital status, monthly income, and occupation significantly affected consumers’ decision-making in choosing Shabushi buffet restaurants at the 0.05 level of significance, whereas educational level did not show a statistically significant difference.