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Abstract

This study on “Factors Influencing Consumers’ Decision Making in Selecting Restaurants at Ruaychoke Market, Sansai District, Chiang Mai Province had the following purposes: 1) to study the economic characteristics of restaurant businesses at Ruaychoke market, Sansai district, Chiang Mai province and 2) to study the relationship between personal factors of consumers and their decision making in selecting restaurants at Ruaychoke market, Sansai district, Chiang Mai province. The sample group of the research was 369 consumers visiting the 7 restaurants at Ruaychoke market, Sansai district, Chiang Mai province. A questionnaire was distributed to the sample group for data collection; all 369 sets were completed by the respondents. The research results revealed that the majority of the consumers visiting restaurants at Ruaychoke market were males between 18-25 years of age with a single status. The consumers had a monthly income of less than THB 15,000 and were undergraduate students. In terms of consumer behavior in restaurant selection, the respondents visited the restaurants 2-3 times per week on average, with Pround restaurant being the most popular destination. The primary reasons for restaurant selection would be the pleasant atmosphere and attractive interior design. The respondents paid between THB 500-1,000 per visit, attending as a group of 2-3 members. Most of them went with friends, with the most stated purpose of visit being casual hangouts. The respondents’ main sources of information were from friends and acquaintances. They were satisfied with the service quality of the restaurants. The service marketing mix of consumers’ decision making in selecting restaurants at Ruaychoke market consisted of the following 7 factors: product, price, place, promotion, process, physical evidence and presentation as well as people/employees. Research reveals that these factors mostly had a significant influence on consumers’ decision making in selecting restaurants at Ruaychoke market. The other three factors influencing consumers’ decision making were restaurant atmosphere, positive and negative aspects of service environment, and government policies. In terms of restaurant atmosphere, restaurants emphasizing on night life had the most impact on consumers’ decision making. Consumers enjoyed the pleasant atmosphere of restaurants at Ruaychoke market. For aspects of service environment, consumers expected convenient transportation to the restaurants at Ruaychoke market. They received information on the restaurant mainly through word-of-mouth. Consumers expect the government to instigate preventative measures for fights breaking out in restaurants and conflicts arising in communities. Personal factors of age, gender, income, and education did not have a relationship with the 7 factors of service marketing mix. These personal factors also had no significance on consumers’ decision making in selecting restaurants at Ruaychoke market. Personal factors on occupation and relationship status had a relationship with the 7 factors of service marketing mix. These factors also had significance on consumers’ decision making in selecting restaurants at Ruaychoke market, Old Sansai road, Sansai district, Chiang Mai province.