Marketing Mix, Government Policy And Public Health Standard Affecting The Decision To Choose A Seafood Restaurant In Mueang District, Surat Thani Province Of Consumers In The New Normal

Abstract

The decision of consumers to choose a seafood restaurant in Mueang District, Surat Thani Province in the new normal era includes Marketing mix, Government policy and public health standard. The objectives of this research were to: 1) study the importance level of marketing mix, the government policy, and public health standards which influences consumers’ decision to choose seafood restaurants in the new normal; 2) The level of consumers’ decision to choose seafood restaurants during the new normal; and 3) Marketing mix, the government policy and public health standards affecting the consumers’ decision to choose seafood restaurants in the new normal era. The unknown population in this research was the consumers in Mueang District, Surat Thani Province who ate at seafood restaurants. Data were collected from a total of 412 samples. The research instrument was a questionnaire. The reliability was evaluated with the Cronbach's alpha coefficient of 0.98. Descriptive statistics including frequency, percentage, mean, standard deviation, and multiple regression were employed for data analysis. The results showed that: 1) The market mixes was at a high level, the government policy was at a high level and public health standards at a moderate level. 2) The overall picture level of decision to choose a seafood restaurant is at a high level. 3) The marketing mix consisting of products, people, creation and presentation of physical characteristics, prices and government policies were all factors that affect the decision to choose a seafood restaurant in the new normal at a statistically significant level of 0.01 4) Multiple regression analysis showed the decision to choose a seafood restaurant = 0.716 + 0.029x₁ + 0.434x₃ + 0.102x₄ + 0.137x₇ + 0.126x₈ .