Factors of Customers Choice for Chabuton Ramen Restaurant at Terminal 21 Branches

Abstract

The aim of this study was to reveal the Factors of Customers choice and Marketing Mix of Chabuton Ramen Restaurant at Terminal 21 Branch. Sample were 172 previous customers of Chabuton Ramen Restaurant at Terminal 21 branch by using a check list and rating scale questionnaire. The statistics used for data analysis were percentage, mean, standard deviation, t-test, One-Way ANOVA, and multiple regression analysis. Findings indicated that most of respondents were females, age between 31-40 years old, bachelor degree graduated, monthly income between 10,000-20,000 baht, and work for private companies. The average opinion on factors of marketing mix effect Customers Selecting and Marketing Mix of Chabuton Ramen Restaurant at Terminal 21 Branch was in the high level, as for the factors for selecting Chabuton Ramen Restaurant at Terminal 21 branch in the highest level were product, place, and people, service process, prices,  promotion, and physical, respectively. The hypothesis testing revealed that the factors of age and income different was affected factors of customers choosing Chabuton Ramen Restaurant at Terminal 21 branch at 0.05 statistically significant level. As for marketing mix such as prices, place, promotion, service process, and physical effect factors of customers choosing Chabuton Ramen Restaurant at Terminal 21 branch at 0.05 statistically significant level. The recommendations for the restaurant were given in detail as per the 7Ps factors and the employees should be trained in customer service and customer retention.