A Study of Factors Affecting the Development of the Marketing Potential of the Restaurant Business through Electronic Media in Rayong Province

Abstract

The purposes of this study were 1) to study the factors affecting the development of the marketing potential of the restaurant business through electronic media in Rayong Province and 2) to compare the factors affecting the development of the marketing potential of the restaurant business via electronic media in Rayong Province which classified by the general characteristics of restaurant operators. One hundred participants in this study were randomly selected restaurants located in Rayong Province. The data was collected a structured questionnaire. Percentage, average, standard deviation, and one-way analysis of variance (ANOVA) were used to analyze the data. SPSS program was employed for data processing. The hypotheses were tested at a statistical significance of 0.05.

            The results of this study revealed that most of the general characteristics of restaurant operators had lower average monthly incomes or equivalent to 100,000 Baht, most of them are fast-food restaurants, small restaurants focused on fast food, and they are less than 20 tables with 1-5 employees. Most of the general characteristics of restaurant operators had more than 20 but not more than 50 items in the restaurant. The result of the analysis on the need to develop the marketing potential of the restaurant business via electronic media in Rayong Province found that 8P’s were included Product Strategy, Price Strategy, Promotion Strategy, Packaging Strategy, Personal Strategy, Place Strategy, Public Relation Strategy, and Power Strategy that affecting at a high level. And a comparative analysis of factors affecting the development of marketing potential of the restaurant business through electronic media in Rayong Province, which classified by general characteristics of restaurant operators in terms of average monthly income, restaurant type, restaurant size, number of employees in the store, and the number of food items in the restaurant. The results of this study revealed that overall was a statistically significant difference at 0.05 levels.