Isan Food Consumption Behavior in Muang District, Rayong Province

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Nattaphatchara Temklin
Suthum Phongsamran


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.

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How to Cite
Temklin, N., & Phongsamran, S. (2022). Isan Food Consumption Behavior in Muang District, Rayong Province. Journal of Arts Management, 6(2), 606–620. Retrieved from
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