Marketing Mix and Perceived Value Influencing Consumer Decision-Making for Mala Shabu Restaurants in Mueang District, Uttaradit Province

Abstract

This research aimed to 1) examine the importance levels of marketing mix, perceived value, and consumer decision-making regarding Mala Shabu consumption, and 2) investigate the effects of marketing mix and perceived value on consumer decision-making for Mala Shabu restaurants in Mueang District, Uttaradit Province. The sample comprised 385 respondents who had previously dined at Mala Shabu restaurants in Mueang District, Uttaradit Province, selected through convenience sampling. Data were collected using a questionnaire survey and were analysed using descriptive statistics (frequency, percentage, mean, and standard deviation) and multiple regression analysis. The findings revealed that the overall importance of marketing mix was rated at a high level, with promotion ranking highest among all dimensions. Perceived value was also rated at a high level overall, with social value perception ranking first. Consumer decision-making for Mala Shabu consumption demonstrated a high importance level, with “first restaurant that comes to mind when thinking of food” receiving the highest mean score. Moreover, the results indicated that three marketing mix elements—product, promotion, and distribution channels—significantly influenced consumer decision-making for Mala Shabu consumption (p < 0.05), collectively explaining 59.90% of the variance in consumer decision-making. Similarly, three dimensions of perceived value—emotional, functional, and social value—significantly affected consumer decision-making for Mala Shabu consumption (p < 0.05), jointly accounting for 67.10% of the variance in consumer decision-making within Mueang District, Uttaradit Province.