Marketing Mix and Consumer Behavior in HALAL Buffet Restaurant in Phuket under COVID-19 Situation
Keywords:
Marketing Mix Strategies, Behavior of Service Using, HALAL Buffet Restaurant, COVID-19 SituationAbstract
This research aims to study demographic characteristics and marketing mix strategies related to consumer behavior of halal buffet restaurants in Phuket under the COVID-19 situation. A total of 400 surveys were collected from customers of halal buffet restaurants through questionnaires in Phuket during March – April 2021. Using the technique of specific random sampling (purposive sampling) in four halal buffet restaurants. and analyze utilizing the percentage, mean, standard deviation, t-test analysis, One-way analysis of variance, the Pearson correlation and structural equation modeling approach. Findings of this study exposed that 1) The differed demographic characteristics consisting of gender, age, education level, occupation, and average monthly income affected the different behavior of using the service of a halal buffet restaurant under the COVID-19 situation, and 2) The marketing mix strategy, in terms of product and price that related positively to the behavior of using the service of halal buffet restaurants under the COVID-19 situation. and 3) The marketing mix, in terms of price, has a positive that affect on the average expends per time behavior of halal buffets.
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