Marketing Mix Factors Affecting the Decision Making to Use Healthy Restaurant Services

Abstract

          The research objectives were: 1) to study marketing mix factors in the decision to use healthy restaurant services; 2) to study the decision making to use healthy restaurant services; 3) to compare the decision making to use health restaurant services classified by demographic factors; and 4) to study marketing mix factors affecting the decision making to use healthy restaurant services. This quantitative research used questionnaires to collect data from 400 healthy restaurant customers in Bangkok. For data analysis, a researcher used frequency, percentage, mean, standard deviation t-test, one-way ANOVA, and multiple regression.

           The research showed that 1) the marketing mix factors in the decision making to use the health food restaurants were at a high level; 2) the decision making to use the healthy restaurant services was at a high level; 3) the different demographic factors (gender, age, average income education and occupation) did not affect the decision making to use the healthy restaurant services; and 4) the marketing mix factors (product and channel of distribution) affected the decision making to use the healthy restaurant services with the significant level of 0.05