The Affecting of Integrated Marketing Communications (IMC) and 4Es Marketing Mix on the Consumer Decision-Making in Restaurants in Phitsanulok Province

Abstract

         The purposes of this research were: 1) to study integrated marketing communications (IMC) affecting consumers' decision to choose restaurants in Phitsanulok province. and
2) to study the 4Es marketing mix affecting consumers' decision to choose restaurants in Phitsanulok province. This study was quantitative research by collecting the online questionnaires from 385 visitors to use restaurants in Phitsanulok Province. The statistical instruments for data analysis were mean, percentage, standard deviation. The hypothesis was tested by the use of independent sample (T-test), One-way ANOVA, and multiple linear regression analysis at 95% confidence level.

           The results of the hypothesis test found that specific demographic factors in terms of genders affected decision-making behavior differently. Integrated Marketing Communication (IMC) found that word of mouth communication term (β = 0.409) had the greatest effect on decision-making behavior to choose the restaurants in Phitsanulok province, followed by advertising term (β = 0.168) and sales promotions term (β = 0.115) had the least impact on decision-making behavior to choose the restaurants in Phitsanulok province. The 4Es marketing mix in everywhere term (β = 0.321) had the greatest impact on decision-making behavior to choose the restaurants in Phitsanulok province, followed by evangelism term (β = 0.228), experiences term (β = 0.204) and exchange term (β = 0.179) had the least impact on decision-making behavior to choose the restaurants in Phitsanulok province.