The factors influencing consumer decision-making to consume buffet meals in Thailand
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Abstract
This research aims 1) to examine the demographic factors that influence consumer decision-making to consume buffet meals in Thailand and 2) to study marketing mix factors that influence consumer decision-making to consume buffet meals in Thailand. A quantitative research methodology was employed, collecting data through online questionnaires from a sample of 400 consumers. The data were analyzed using descriptive statistics and multiple regression analysis.
The research findings indicate that demographic factors, such as age, marital status, education level, occupation, and average monthly income, significantly impact consumers' decision to consume buffet meals in Thailand. Additionally, the marketing mix factors, including promotional activities, product, process, physical presentation, and price, also influence consumer decisions, with statistical significance at the 0.05 level.
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