Marketing Strategy Toward Consumer Behavior and Satisfaction in Thai Fine Dining Restaurant in Bangkok

Abstract

The objectives of this independent study were to study the difference of the demographic which will influencing the consumer’s satisfaction of Thai fine dining restaurant, to study marketing mix factors influencing the consumer’s consumption behavior and consumer’s satisfaction of food and beverage, physical evidence, waitperson and service, and to study satisfaction, willing to pay higher price and willing to pass along to another person. The sample were consumers age of 2 0 years and over whose have experience in Thai fine dining restaurant in Bangkok total of 400 samples, The tool to collect information is questionnaire, the statistical analysis used descriptive statistics (percentage, frequency, means, and standard deviation) and inferential statistics, ANOVA, T-test, F-test, and multiple regression. The results found that majority of consumer was female by 50.38 percent age in between 20-29 years old, married, bachelor’s degree, working in private company and income below 50,000 a month. Concerning to the frequency of visit were 2 times in three month and value pay per meal was 4,611 Baht. The differences in factor of incomes have affected the difference consumer’s satisfaction, the marketing mix factors of food and beverage, waitperson, and service related to three month frequency of consumer behavior and the marketing mix factors of food and beverage, physical evidence related to value of pay per meal, the marketing mix factors of food and beverage, physical evidence, waitperson, and service related to overall customer satisfaction, the consumer’s behavior related to overall consumer’s satisfaction, the overall consumer’s satisfaction related to willing to pay higher prices and overall consumer’s satisfaction related to willing to pass along to another person of Thai fine dining restaurant in Bangkok.