พฤติกรรมผู้บริโภคในการใช้บริการร้านอาหารบุฟเฟ่ต์ปิ้งย่างสไตล์ญี่ปุ่นในอำเภอเมืองเชียงใหม่

Abstract

The purpose of this independent study was to study consumer behavior towards using Japanese grilled-style buffet restaurant in Mueang Chiang Mai district. Questionnaires were used as the tool to collect data. Data were analyzed by descriptive statistics, including frequency, percentage, and mean. The findings presented that most respondents were female in the age of 31-40 years old, worked as employee/private company officer, and earned monthly income at the amount of 15,001-20,00 Baht. They used to take services from choices of 2 Japanese grilled-style buffet restaurants and Yufugu restaurant was their most favorite one. They preferred to take services at the Japanese grilled-style buffet restaurants. Their most favorite meat choice was shrimp, followed by pork. They were satisfied with sour sauce and mostly took soda pop during the meal. Reason of choosing Japanese grilled-style buffet was to have various menus. The majority revealed that in each time, their friend was the one who leaded them off or persuaded them to the restaurant, as well as influenced their decision making and joined their meal at Japanese grilled-style buffet restaurant. There were about 2-3 people joining their meal at the Japanese grilled-style buffet restaurant. They preferred to take services at the studied restaurant on weekend (Saturday – Sunday) for dinner (from 17.01 hrs. onwards) at the chance whenever they wanted. Location of the Japanese grilled-style buffet restaurant where they took services from was near community, restaurant, and business areas. Most respondents traveled from their resident/dormitory to the restaurant more than once in a month. They spent 1-2 hours at the restaurant and learned about the restaurant from Internet. In each time, they spent on average 350-399 Baht per person. After the meal, the respondents felt that the meal was value for money. The majority would recommend only the restaurant that satisfied them to others. Hereafter were showed the highest average rating scores regarding each marketing mix factor affecting the use of services from Japanese grilled-style buffet restaurant in Mueang Chaing Mai district. The product/service factor was the quality of food and beverage. The price factor was the reasonable price of food and beverage comparing to its quality. The place factor was the convenient location to transport. The promotion factor was the advertisement such as brochure, newspapers, poster, and etc. The people factor was to have good personality and polite staff as well as the good attention of staff to all customers equally. The service factor was the application of queue system for more convenient and rapid services. The physical evidence factor was to have sufficient seats for customers.