Marketing Mix Factors on Customers’ Visit Intention to Grilled, Sukiyaki, and Shabu-shabu Buffet Restaurants in Bangkok

Abstract

The objectives of this research were to 1) examine marketing mix factors influencing customers’ visit intention to grilled, sukiyaki, and shabu-shabu buffet restaurants in Bangkok and 2) determine whether or not there were statistically significant differences among customers with different personal backgrounds concerning their visit intention to grilled, sukiyaki, and shabu-shabu buffet restaurants in Bangkok. Drawn through a multi-stage sampling technique, four hundred customers who visited grilled, sukiyaki, and shabu-shabu buffet restaurants in Bangkok responded to a questionnaire. The main variables were estimated and described using frequencies, percentages, mean scores, and standard deviations (SD). Statistical analysis was performed using a t-test and a one-way ANOVA followed by a Fisher’s multiple comparison test.

It was found that 1) the customers perceived marketing mix factors to be highly influential on their visit intention to grilled, sukiyaki, and shabu-shabu buffet restaurants in Bangkok; and that 2), with respect to the customers’ visit intention to grilled, sukiyaki, and shabu-shabu buffet restaurants in Bangkok, statistically significant differences were detected among those with different gender and age groups, occupational status, and income and education levels (p < .01). The findings from the present study could lead to the development of more customer-centric marketing mix strategies to be adopted throughout grilled, sukiyaki, and shabu-shabu buffet restaurants in Bangkok.