The Influence of Marketing Mix on Generation X and Y Consumer’s Decision-Making Process: A Comparison Study between Café Restaurant and Casual Dining Restaurant in Thonglor
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Published:
Apr 9, 2018
Keywords:
Consumer Behavior Consumer Decision-making Process Service Marketing mix and Restaurants
Main Article Content
Abstract
The objectives of this study were to study the effect of demographic factors on consumer decision-making process, to study the effect of service-marketing mix on consumer decision-making process, and to study the consumer’s decision-making process and consumer’s behavior on purchasing products and services. The scope of the study covers demographic factor, consumer behavior, and marketing mix effecting consumer decision-making process of café restaurant and casual restaurant in Thonglor.
Regarding to research methodology, descriptive and inferential statistics were used to describe the population. The research conducted a set of questionnaire to find out the relationship of demographic, consumer behavior, and service marketing mix toward consumer decision-making process.
The result showed that most of the respondents were receiving the information about the restaurant through their friend and relative and mainly making the decision based on the influencing of their friends.
Moreover, generation Y decision-making process was based on the taste of the foods and the branding of the restaurant, whereas generation X, their decision making process was concern on the price, taste of the foods, and promotion of the restaurant
Article Details
How to Cite
Naruworn Wongwitdecha น. . ว., & Chompunuch Jittithavorn ช. . จ. (2018). The Influence of Marketing Mix on Generation X and Y Consumer’s Decision-Making Process: A Comparison Study between Café Restaurant and Casual Dining Restaurant in Thonglor. Dusit Thani College Journal, 11(3), 97–109. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/118483
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Academic Article
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Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2013). Principles of Marketing (6thed.). Pearson.
Aquino, J. (2012). Gen Y: The Next Generation of Spenders. Retrieved September 22, 2015.
Bhujabal, V. (2014). Factors Affecting Decision Making of Consumer Behaviour Toward Hotels in Sukhumvit Area in Bangkok. An Independent Study.
Bojanic, D. (2009). Hospitality marketing mix and services marketing principles. Handbook of Hospitality Marketing Management. Amsterdam: Elsevier/Butterworth-Heinemann
Booms, B., and Bitner, M. (1981). Marketing Strategies and Organization Structures for Services Firms’, In Marketing of Services: 1981 Special Educators’ Conference Proceedings, James Donnelly and William George, (Eds), Chicago, American Marketing Association, 46-51.
Borden, N. (1964). The Concept of the Marketing Mix, Journal of Advertising Research, June: 2-7.
Borden, N. (1964). The Concept of the Marketing Mix, Journal of Advertising Research, 7-12
Burns, A. & Bush, R. (2012). Marketing research (7th ed.). Pearson.
Chevette, A. (2015). Generation Y: Definition, Characteristics & Personality Traits. Retrieved September 22, 2015.
Kotler, P. (2004). Consumer behavior and a model of consumer behaviour. New Jersey: Prentice Hall. Nternational, Inc.
Kotler Philip, A.G. (2010). Rinciple of marketing. New Jersey: Pearson Education.
Krutdang P. (2015). Marketing and Behavioral Factors Affecting Consumer’s Decision Toward Choosing Shabu-Shabu Buffet Restaurant in Bangkok. An Independent Study
Mahé, T. (2010). Are Stated Preferences Confirmed by Purchasing Behaviours? The Case of Fair Trade-Certified Bananas in Switzerland. Journal of Business Ethics, 301-315.
McCarthy, J. 1964. Basic Marketing: A Managerial Approach’, Second Edition, Richard D. IRWIN, INC.
Mealey, L.(2015, ). Definitions and Examples of Restaurant Concepts. Retrieved 14 August 2015, from https://restaurants.about.com/od/glossaryofterms/a/Concepts.htm
Mullins, J., & Walker, O. (2010). Marketing management: A strategic decision-making approach (7th ed.). Boston: McGraw-Hill Irwin.
Nantanon, K. (2014). Factors Influencing Customer’s Purchasing Decision Toward Gelato Italian Ice Cream brand in Bangkok. An Independent Study.
New York business wire. (2009). Baby Boomers, Gen X and Gen Y (Consumer Patterns, Behaviors, Lifestyles and Demographics): How Generations Are Changing the Face of Consumer Goods Market. Retrieved September 22, 2015.
Perreau, F. (2013). The Consumer Factor Consumer Insights, Market Research, Consumer Behavior & Neuromarketing. Retrieved August 30, 2015.
Purcell, A. (2013). Thonglor: Bangkok's golden mile. Retrieved August 6, 2015.
Rafiq, M., & Ahmed, P. K. (1995). Using the 7Ps as a generic marketing mix. Marketing Intelligence & Planning , 4-15.
Saijam, R., & Prasertsomboon, S. (2015). Service Marketing Strategy Model of Thai Halal Restaurant for Preparation to AEC. Retrieved from https://www.jba.tbs.tu.ac.th/files/Jba145/Article/JBA145SiriReam.pd
Saunders M., Philip L., Adrian T. (2012) Research Methods for Business Student., 6thed, Pearson education limited, England.
Schawbel, D. (2015). 10 New Findings About The Millennial Consumer. Retrieved September 22, 2015.
Thomyachati, K. (2012). Satisfaction of Customers at Coffee Shop In Gas Station In Bangkok.
Trip Advisor. (2015). The 10 Best Bangkok Restaurants. Retrieved August 6, 2015.
Trochim, W. (2006). Research methods knowledge base: Inferential statistics. Retrieved from https://www.socialresearchmethods.net/kb/statinf.php
Williams, E. (n.d.). Generation X Consumer Behavior. Retrieved September 22, 2015.
Worldometers. (2015). Thailand Population (LIVE). Retrieved September 20, 2015.
Yamane, T. (1967). Statistics: An introductory analysis (2nd ed.). New York: Harper
and Row. Retrieved fromhttps://www.sut.ac.th/im/data/read6.pdf
Yelkur, R. (2000). Customer Satisfaction and the Services Marketing Mix. Journal of Professional Services Marketing.