Factors Relating to Consumer Behavior in a BBQ Buffet Restaurant: A Case Study of Nuanoey Buffet Ko-khun & Seafood Restaurant
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Abstract
This research aimed to study factors relating to consumer behavior in a BBQ buffet restaurant: a case study of Nuanoey Buffet Ko-khun & Seafood restaurant. It had two main objectives which were 1) to understand the consumers’ demographic characteristics, consumer behavior, and the marketing mix of Nuanoey Ko - khun & Seafood restaurant, 2) to study the correlation of the consumers’ demographic characteristics and the marketing mix, and the correlation of the consumers’ demographic characteristics and consumer behavior in Nuanoey Ko - khun & Seafood Buffet restaurant. Researchers of the present study followed a quantitative approach, using questionnaires on 400 samples during October 2018 to March 2019. The descriptive statistics and Chi-square analysis were used in the analysis.
The results showed that the majority of the consumers at Nuanoey Ko - khun & Seafood Buffet were female (70.75%). Estimate half of the consumers age between 21 - 30 years old (54.75%). Also, around half of the consumers have background in rural areas (57.75%). 38.50% of the consumers were student and 37.5% of the consumers used the service with his or her friends. Estimate half of the consumers considered that the price of BBQ buffet restaurant should range between 201-300 Baht (52%). The main factor people used in choosing the BBQ buffet is the delicious taste (34.25%). The most popular menu is seafood (40%). There are some correlations between the consumers’ demographic characteristics and behavior. Also there are some correlations between the consumers’ demographic characteristics and marketing mix.
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