Supattra Tantiteeravit LIFESTYLE, SATISFACTION TOWARDS MARKETING MIX AND SERVICE USAGE BEHAVIORS AT THE RESTAURANT OF FILIPINOS : A CASE STUDY IN BATANGAS PROVINCE , PHILIPPINES

Abstract

This research is carried out to study the lifestyle factors, satisfaction in marketing mix that influences the behavior of the Filipino restaurant service by using case studies in Batangas Province, Philippines. This research focuses on casual dining restaurants and consumer groups in working age. Using qualitative research methodology with in-depth interview data. A sample of 9 peoples who used to use the casual dining restaurant, then discussed the descriptive results. The results of the research found that 1) Most Filipinos have social media usage activities on a regular basis. Once in a while, going out to eat outside. They are not interested in information about restaurants, such as the newly opened shop, but there are opinions that the restaurant is suitable for various special occasions. because there are many varieties of food 2) The satisfaction of marketing mix most Filipinos commented that the casual dining restaurant has a delicious food taste. Food is expensive and the restaurant has a beautiful atmosphere. 3) The behavior of using the restaurant service most often use dinner service and costs 1,000 to 2,000 Philippine pesos per time.