The Adaptive Marketing Strategy Affecting Thai Food Original Value Perception

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Wilawan Onwangprem
Chaiyapol Horrungruang
Pishnu Suntharanund
Sarayut Lekplipol


The research was aimed at studying general information involved with Thai original cuisine at present and adaptation of marketing strategy for value perception on Thai original cuisine. The questionnaires were constructed as a research tool for collecting data from 552Thai original cuisine restaurants. The statistics used for analysis were frequency distribution, percentage, mean and standard deviation.

     The characteristics’ Thai original cuisine business information found that mostly were   fast dining (56.2%) and casual dining (32.4%) respectively. The pattern of Thai original cuisine that mainly marketed was a la carte (52%), upcountry location (49.8%), not more than 15 employees (57.4%), operating business mostly 11-20 years time period (46.4%). The information perception on the Thai original cuisine mostly through internet (81.3%) and private persons such as relatives (51.3%), business alliances and others including business operation resulted at present compare with last year mostly marketing project at 52.4 percentage. The Thai original cuisine business shops had adaptive marketing strategy of    Thai original cuisine on value perception of Thailand at merely high level (x̄=2.75).            The perception of service value by customers’ was at high level (x̄=2.58) such as feeling happy in eating at this shop, the quality of service and food preparation with qualified good price respectively.

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Onwangprem, W. ., Horrungruang, C. . ., Suntharanund, P. ., & Lekplipol, S. . (2020). The Adaptive Marketing Strategy Affecting Thai Food Original Value Perception. Dusit Thani College Journal, 14(1), 254–266. Retrieved from
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