Isan Food Consumption Behavior in Muang District, Rayong Province
Article Sidebar
Main Article Content
Abstract
This article aimed to study 1) marketing mix factors; 2) Isan (northeastern Thailand) food consumption behavior; 3) comparison of Isan food consumption behavior by personal demographics; and 4) marketing mix factors affecting Isan food consumption behavior. The sample of 400 respondents was selected in Muang District, Rayong Province, using a questionnaire as a study tool and processed the collected data using statistical percentages, Chi-Square mean test hypothesis, and Multiple Regression Analysis.
The research results were found as follows: 1) The majority of respondents were female; aged 40 years and over; working as employees of private companies; having an average monthly income of 20,001-30,000 THB; and a bachelor's degree education level; 2) Isan food consumption behavior, they choose to consume Isan food at general restaurants; choose Thai/Laos somtum (Thai papaya salad); use the service during 12.00-15.00 hrs; make their own purchase decision; decide to consume Isan food due to personal preference and taste; know the restaurant from recommendations; use the service 2.47 times a week; and spend on average 334.28 THB per time; 3) Marketing mix factors for Isan food consumption overall had an average score at a highly important level; 4) The result of testing the hypothesis of different personal demographics regarding age, occupation, and average monthly income showed a different Isan food consumption behavior; and 5) Marketing mix factors regarding products and demographics had an influence on Isan food consumption behavior at a statistical significance level of 0.05.
Suggestions from this research: restaurant operators should control the quality and freshness of natural ingredients in order to achieve a delicious, standard taste or personal preferences; prepare a variety of menus and special menus based on the seasonality of local ingredients; cleanliness of food and beverage containers; speed and accuracy of service; and sanitation of all service at every stage.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in articles in the Journal of Arts of Management It is the responsibility of the author of the article. and does not constitute the view and responsibility of the editorial team I agree that the article is copyright of the Arts and Management Journal.
References
Kaewsuk, S., & Pongsamran, S. (2019). Behavior of choosing Isan restaurants[Master’s Thesis, Kasem Bundit University].
Kasikorn Research Center. (2020). In 2020, the restaurant business faces high challenges and changing competition patterns which estimated to be worth 4.37 – 441 billion baht. (Current Issue, No. 3067). https://kasikornresearch.com/th/analysis/kecon/business/Pages/ z3067.aspx
Kasikorn Research Center. (2020). The restaurant business in 2021 still has high risks and challenges, growing on vulnerabilities, business investments still need to be cautious. (Current Issue, No. 3175). https://kasikornresearch.com/th/analysis/k-econ/business/
Pages/z3175-restaurant-2021.aspx
Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control (9th ed.). Prentice-Hall.
Manavet, P. (2019). Factors affecting Thai North-Eastern food restaurants consumer’s behavior in Bangkok. Journal of Management and Marketing, 6(1), 14-29.
Piyasiriwet, P., & Sereerat, S. (2014). Attitude and characteristic of E-San food influencing consumption behavior in Pathumwan Subdistrict, Bangkok[Master’s Thesis, Suan Dusit University].
Sereerat, S., & Samerjai, C. (2013). In Factors affecting buying of construction material of retail shop from wholesalers in Samutprakarn area[Master’s Thesis, Kasem Bundit University].
Strategy and Information Division for Provincial Development, Rayong Provincial Office. (2018). Rayong Provincial Development Plan 2018 – 2021 (Abridged edition). http://123.242.173.8/v2/images/2561-2564.pdf
Teerakwanrote, T., & Kritsadathan, S. (2020). Service marketing (12th ed.). V-Print (1991). Vanichbuncha, K. (2005). Data analysis using SPSS for Windows (5th ed.). Chulalongkorn University.