7 P's Marketing mix and Consumer Behavior affecting Decision Making in Services a Muslim restaurant business: Case Study of Nida Shabu Restaurant, Pattaya Branch.

Abstract

        The purposes of this study are 1. to study the 7 P's Marketing mix factors that influence  the decision making of Muslim restaurant business in a tourist city of Pattaya (a case study of Nida Shabu Restaurant, Pattaya branch) 2. to study the impact of consumer behavior factors that influences the decision making of Muslim restaurant business in a tourist city of Pattaya (a case study of Nida Shabu Restaurant, Pattaya Branch) 3. to study the decision making of Muslim restaurant business in a tourist city of Pattaya (a case study of Nida Shabu Restaurant, Pattaya Branch) 4. to study the relationship between factors and decision making of Muslim restaurant business in a tourist city of Pattaya (a case study of Nida Shabu Restaurant, Pattaya Branch) 5. to create a forecast equation for decision making of Muslim restaurant business in a tourist city of Pattaya (a case study of Nida Shabu Restaurant, Pattaya Branch). The samples were 400 tourists and consumers in the Pattaya area.

        Analysis statistics used in the study were frequency, percentage, standard deviation, mean, correlation of coefficient, linear correlation, Pearson product moment correlation coefficient, and multiple regression analysis (MRA). All statistical analyses were performed using SPSS software.

        The results showed that the factor that has a positive correlation with the decision making of Muslim restaurant business in a tourist city in Pattaya (a case study of Nida Shabu Restaurant, Pattaya Branch) was consumer behavior (p=0.5), which was a variable that has the best forecasting power (forecast coefficient value of 0.320). Three following factors were 7 P's marketing mix factors; People (forecast coefficient value of 0.154), Price (forecast coefficient value of 0.133), and Product (forecast coefficient value of 0.102) respectively.