พฤติกรรมการใช้บริการร้านอาหารในช่วงมื้อเย็นของผู้บริโภควัยทำงานในกรุงเทพมหานคร

Abstract

The purposes of this research was to study the behavior of working-aged people in Bangkok for choosing the restaurant for dinner, the consumer attitudes of management of the restaurants consisting of places(location), food, staffs, and restaurant management, Also it was aimed to study the factors that affecting the decision making of people to get the restaurant services such as economic, social, culture, and reference group. The methodologies being used for this research are questionnaires for the samplings of 200 people. The statistics used in this study are percentage and Chi-Square. Another method was in-depth interviews with 20 people. The research results revealed the followings: 1. The number of members in the family affected to service usage at the restaurant among working-aged people in terms of average expenses at the significant level of 0.05 2. The attitude of the place of the restaurant affected to service usage at the restaurant among working-aged people in terms of frequency at the significant level of 0.05 3. The attitude of the food affected to service usage at the restaurant among working-aged people in terms of average expenses at the significant level of 0.05 4. The factor related with social and culture affected to service usage at the restaurant among working-aged people in terms of styles of the restaurant and frequency at the significant level of 0.05 5. The factor related with the reference affected to service usage at the restaurant among working-aged people in terms of expenses and frequency at the significant level of 0.05 The in-depth interview also stated that the style of the restaurant which was preferred by the consumers was the one that had choices of both outdoor and indoor air-conditioned room. In addition, the decoration of the restaurants was significant factor for many consumers for making a decision. Also, some customers would like a private area with a music band. In the aspect of the food, a variety of the menus and the taste of the food are the important factors for consumers to choose a restaurant. Another issue that also vital is the food price. For the management aspect, the waiting time and the customer service plays essential roles too. The research also showed opinions of people in Bangkok about dining out at restaurants. Some people said having dinners with family could be a way to make a good relationship within the family. Meanwhile, some people thought having dinners with friends is a my activity. Nowadays, most of working people do not have enough time to cook their dinner and the raw materials are also expensive compared to those in the past. Therefore, many people choose to have dinners at restaurants instead of eating at home. This research suggests that entrepreneurs should think about the location of the restaurants which ought to be convenient to get to and the style of the restaurants are likely to be natural in order to give the feeling of relaxation. The quantity, the taste, and the quality of the food are the keys to motivate the consumers to come to the restaurant. Promotion is another factor which will also raise the number of customers. For example, the restaurant may give a 50% discount or pay 2 for 3 people during off peak hour between 9 to 10 pm. As the number of the restaurants is increasing everyday, another factor which can be really important is the recommendations from friends or family. Hence, the restaurants should have standard of quality control in every aspect in order to gain trusts from consumers for choosing their restaurants.