Image Affecting the Loyalty of Food Consumers in the San Joa Market, Surat Thani Province, Thailand
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Abstract
Due to consumer preference for freshly cooked food, the street food market has a huge role to play. The purpose of this research was to study the level of opinions about food image and image affecting the loyalty of food consumers at San Joa Market in Surat Thani Province. Data were collected with questionnaires from 400 Thai food consumers, aged 18 years and over at San Joa Market in Surat Thani Province. The samples were randomly chosen. Data were analyzed by frequency, percentage, mean, standard deviation. The data were analyzed for the brand image affecting consumer loyalty with a Logistic Regression Analysis. The results revealed that most consumers eat noodles/Lhong Tong/Khanom Jeen most often 1-2 times a week, spending an average of 101-150 baht per time, often consumed Monday to Friday in the form of dine-in and take-out. They normally go to the Market with friends. The reason for choosing to consume in the San Joa Market is the variety of food types. Consumers have a high level of opinions on the overall image of food. Factors that affect food consumer loyalty include uniqueness and creativity, which had a statistically significant positive correlation with consumer loyalty. It showed the chance that consumers will come back to buy or eat more. For those who did not come back to buy more, they were tourists. Policy recommendations include the Eco-friendly Food and Packaging Policy and the Street Food Identity Policy. This research focused on the relationship between food image and consumer loyalty. It will be valuable to develop each aspect of the food at San Joa Market in Surat Thani Province to be the image of the consumer.
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