An Analysis of Consumer’s Motivation and Behavior towards the Decision Making on Choosing Restaurants on Banthat Thong Road, Bangkok

Abstract

This quantitative research aimed at: 1) examining the level of consumer motivation in choosing restaurants on Banthat Thong Road, Bangkok; 2) investigating the level of consumer behavior in choosing these restaurants on Banthat Thong Road, Bangkok; and 3) analyzing the motivational and behavioral factors influencing the consumers' decision to choose restaurants on Banthat Thong Road, Bangkok. This survey-based research used questionnaires to collect the data using convenience sampling method from 400 consumers who had dined at the restaurants on Banthat Thong Road, Bangkok. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, Pearson correlation analysis, and multiple regression analysis. The results revealed that the overall consumer motivation for choosing restaurants was at a high level, including both pull and push factors. Likewise, consumer behavior in restaurant selection was also at a high level, involving reasons for information search, purchase decision, needs awareness, and alternative evaluation. The hypothesis testing indicated that consumer motivation factors significantly influencing restaurant decision at 0.01 level included pull and push factors. Regarding consumer behavior, significant factors influencing restaurant decision at the 0.01 level were alternative evaluation, information search, and needs awareness.