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Abstract

The objectives of this independent study were to study marketing mix which affected restaurant entrepreneurs in Chiang Mai towards their buying decision of frozen food and to explore planning marketing strategies for frozen food business. The data was collected from 100 restaurant entrepreneurs in Chiang Mai who bought frozen food. The data was then analyzed using descriptive statistics, namely frequency, percentage, and mean, as well as F-test. The results of the study showed that most questionnaire respondents were male, 41-50 years old, married, with Bachelor’s degree. Their position was business owner. The person who influenced their buying decision was the chef. The type of business they owned was semi-outdoors restaurant/restaurant. They had been in this business for more than 3 years. The capacity of the restaurant was 21-40 tables. Their customers were family customers. The highest monthly income was 100,001-300,000 baht. The study of marketing mix showed that all marketing mix was ranked at the high level in the following order: product, place, promotion, and price. The sub-factors that affected buying decision of frozen food in each category were as follows. For product, the quality was certified; and the shelf-life was long and the taste was good, respectively.

For price, the price was reasonable, and the price tag was clear. For place, products were always available, and products were well categorized. For promotion, the sales staff was knowledgeable of the products and sales promotion was done regularly.