ส่วนประสมการตลาดบริการที่มีผลต่อผู้บริโภคในการเลือก ร้านสลัดในอำเภอเมืองเชียงใหม่

Abstract

This research aims to analyze the services marketing mix which affects the decision making of the consumers to choose salad restaurants in Mueang district, Chiangmai province. Data are obtained by using questionnaires and analyzed by using descriptive statistics including frequency, percentage and mean. The results show that the members of respondents are mostly aged between 21-30 years old, bachelor degree educated, with average incomes between 20,001 – 25,000 baht. They are mostly employed by private companies. Most of them prefer salad restaurants with vegetable salad as the main dish and also had other choices to choose from.The most-liked dishes are vegetable salad and fruit. The respondents would normally go as a couple. The average expenditure is between 201-250 baht. The decision in selecting salad restaurants is made by themselves. The most common time for the services is on Saturdays during 12.00 am – 05.00 pm. The frequency of visits is once or less than once a week, and once spend 1-2 hours for each visit. The services marketing mix factors affecting the decision include Physical evidence, Product, People, Promotion, Place, Price, and Process respectively.