ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการเลือกศูนย์อาหารของศูนย์การค้าในอำเภอเมืองเชียงใหม่

Abstract

This research aimed to study for marketing mix affecting consumers towards selecting food courts at shopping centers in mueang Chiang Mai district. The data are collected from 300 samples. The tool for this research is questionnaire and the data is analyzed based on descriptive statistics by frequency, percentage and mean. In addition, the inferential statistics by t-test and One-way ANOVA. The results showed that the majority of the respondents are female in the age between 20-30 years old and single status. Their have the highest education in bachelor’s degree, being a student, had average salary was lower than 15,000 Baht. Food courts at Central plaza Chiang Mai Airport is frequently selected. Cause of eating food courts at shopping centers are nearby accommodation or workplace. The frequency of using is 3-4 times a month. The day of using is Monday-Friday. The timing of using is lunch time. The length of timing for using food courts at shopping centers is 1-2 hour. They like to go with friend or colleagues about 2-3 persons. Expenses average per persons for having food courts at shopping centers amount 100-200 Baht. The most popular kind of food is cooked to order. They prefer payment by cash. The questionnaire respondents to the research regarding “Marketing mix affecting consumers towards selecting food courts at shopping centers in mueang Chiang Mai district” revealed at the high level some factors of Marketing Mix. The first important factor is place. The second factor is price. The third factor is people. The fourth factor is process of service. The fifth factor is product. The sixth factor is physical evidence. The last factor is promotion but respondents revealed at the middle level. Moreover, this research revealed highest sub-factor of marketing mix. Sab-factor of product is clean food. Sab-factor of price is food price same on food menu. Sab-factor of place is the number of table and chair enough for customer. Sab-factor of promotion is recommended menu. Sab-factor of people is restaurant staff should wear a mask, hat, apron. Sab-factor of physical evidence is cleaning the dishes. And Sab-factor of process of service is restaurant staff calculate the correct food price. The result of comparison differences between mean sample groups of marketing mix affecting consumers towards selecting food courts at shopping centers in mueang Chiang Mai district revealed that there are differences some sub-factors of marketing mix in a day which often go to food courts at shopping centers, frequency of using per month. And food courts at shopping centers often go to eat.