Attitudes Towards Differentiation Strategies Thai Affect the Use of Small Restaurants in Pathum Thani Province.

Abstract

            The purposes of this independent study were to investigate the demographic factors that influence consumers’ decisions to dine at small restaurants in Pathum Thani province and to examine the effect that a differentiation strategy has on their decision to dine at small restaurants in Pathum Thani province. The sample group used in this study comprised 384 customers who

dined at small restaurants in Pathum Thani province. A research tool used to collect data is a questionnaire. and analyze the data using statistics and test the hypothesis with inferential statistics.

            The study results indicated that differences in demographic factors, in terms of educational level and occupations, affected consumers’ decisions to dine at small restaurants in Pathum Thani province in different ways. In addition, it was found that the dimensions of differentiation strategy including service differentiation, image differentiation and distribution differentiation all affected the decision to dine at small restaurants in Pathum Thani province at a statistically significant level of .05 whereas product and people differentiation demonstrated no effects on the decision to dine at small restaurants in Pathum Thani province at a statistically significant level of .05.