การวิเคราะห์ลักษณะของลูกค้าร้านอาหารบุฟเฟต์ปิ้งย่างสไตล์ญี่ปุ่นในศูนย์การค้าจังหวัดเชียงใหม่

Abstract

This independent study had an objective to study the customer profile of Japanese grill-styled buflet restaurant in shopping centers in Chiang Mai Province. The population in this study included customers of Japanese grill-styled bullet restaurants in shopping centers in Chiang Mai during the past 3 months. Quota sampling technique was applied. The data were collected by using questionnaires. The data were basically analyzed by descriptive statistics, i.e. frequency, percentage, and mean. The customer profiles were analyzed by inferential statistics i.e. chi-square test.

The study found the majority of respondents were male, aged between 21-30 years with a bachelor degree background. They were business owners with average income of 10,001- 20,000 Baht per month. They visited a Japanese styled grill buflet restaurant because of the ltaste of the food, 1-2 times per month. They had not applied for store membership. Most of them paid by cash. They had Japanese grill-styled buffet at the restaurant as dinner during weekend. The respondents had decided to eat by friend's recommendation. They visited the restaurant with 2-3 friends and spent 1-2 hours to eat without special event. Most of them visited Central Plaza Chiang Mai Airport. They knew the restaurant by Facebook and Instagram. They also followed Japanese grilled-styled bullet restaurant's Facebook to get their information. The majority of respondents normally ate Sashimi and pork. They liked medium flavor dipping sauce and usually ordered sofi drink. The average cost per person was between 401-500 Baht. The respondents satisfied after using a Japanese styled grill bufiet restaurant. If they did not satisfy, they would not complain. They would give another chance to revisit the restaurant. The respondents would recommend the restaurant to others.

The demographic profile of the customers could be described based on age, educational background, career and monthly income. The behavioral profile could be identified in terms of store choice, the shopping center that Japanese grill-styled bufler restaurant was located, source of information that created awareness to the restaurant, types of information the respondents followed, the meat type, favorite dipping sauce, type of beverage, and average price per person.