Factors Correlate with McDonald’s Restaurant Food Consumption Behavior in Pathumwan District, Bangkok Metropolitan Area.

Abstract

The purposes of this research were : 1) to study marketing mix factors of McDonald’s restaurants, in Pathumwan District, Bangkok, 2) to study consumptions behavior in McDonald’s restaurants, in Pathumwan District, Bangkok, 3) to study the relationship between personal factors and consumption behavior with McDonald’s restaurants, in  Pathumwan District, Bangkok, 4) to study the relationship between marketing mix factors and consumption behavior in McDonald’s restaurants, in Pathumwan District, Bangkok. The samples have been done with 400 consumers visited McDonald’s restaurant, in Pathumwan District, Bangkok. The instrument was used  the statistical questionnaire and in data analysis tools were used frequency value, percentage value, mean value, standard deviation value and Person Chi-Square. Statistical analysis calcolated by computer program.

The results of consumers in McDonald’s restaurants  in Pathumwan District, Bangkok  shown that : 1) the marketing mix factors result of consumer in overall have satisfaction a high level and when considering each side, found that samples group provide the highest level satisfaction is products and samples group there are 3 levels at the high level and sort by descending from the average is product, pricing and promotion. 2) consumption behavior found that the type of foods were sold in the restaurant, the consumers prefer to eat the most popular interval Burger which consumers using more than that time 15.00-20.00 hrs, frequency of in-store service and the average of 1-2 per week, a time popular select access inside a department store because the staff are willing to provide services like interior decorating styles and inside is clean and spacious, the number of seats is sufficient. 3) the relationship between the personal factors and consumption behavior found that age, average income per month and highest level of education are statistically significant at the .05 level. and 4) the relationship between marketing mix factors and consumption behavior   found that product, price and promotion are related but distribution channel was not relating with consumption behavior and, the relationship between all was statistically no significant at the .05 level.