The Marketing Mix Affecting Decision to Buy Street Food at Train Night Market Ratchada
Article Sidebar
Main Article Content
Abstract
This study has proposes 1) to examine the characteristics of population and the marketing mix factors of Thai consumers at Train Night Market Ratchada 2) to examine the characteristics and Thai consumer behaviors in Train Night Market Ratchada. The sample used in this research is the consumers who eat street food at Train Night Market Ratchada. This is a quantitative research. 400 questionnaires are used to collect data. The statistics used to analyze data in this research is descriptive statistics which are Percentage, Mean and Standard Deviation.
The study results are shown as followed 1) Most people who answer the questionnaires, are male aged from 20 to 29 with a degree of bachelor or equivalent, make a living by serving the government or state enterprise, earn salary of 15,001 – 20,000 baht. 2) Behavior of consumers found most consumers travelled with friends in a group of two and were the fourth time of visiting, they know the information from the friends and relatives, visit the market on weekends, spend less than 200 baht a time and will come back to visit. 3) The importance of marketing mix that affects the decision making of street food purchasing at Train Night Market Ratchada which is at average level. (Mean = 3.11) This can be classified into topics. Product topic is at high level. (Mean = 3.43) Price topic is at average level. (Mean = 2.99) Sale channel topic is at average level. (Mean = 3.07) Sale promotion topic is at average level. (Mean = 2.94) Personnel topic is at average level. (Mean = 3.43) Service processing topic is at average level. (Mean = 3.27) Physical topic and packaging topic have Mean of 3.14 and 3.09 consecutively.
This research can create benefits to tourism and merchants in Train Night Market Ratchada.It is necessary for the government and private sectors to support and make a strategy for the strength of street food in Thailand and build confidence to consumers from product topic, price topic, sale channel topic, marketing promotion topic, personnel topic, service processing topic, physical topic, packaging topic including the cooperation of elevating street food to international standard so as to promote Thailand street food to be the tourist destination in the future.
Article Details
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
103 - 116. (In Thai)
Best Business Of June (2010), form www.dbd.go.th/download/document_file/Statisic/2558/T26_201506.pdf,
27 may 2019. (In Thai)
Benyapha Yophothong 2014. A behavior and satisfaction ok internation tourist toward thai street food in Bangkok metropolis, Chulalongkorn University. (In Thai)
Choakdee Kuthawikun 2018. Guideline for Promoting of commercial tourism by food trucks Case Study: Hua Hin, PrachuapkhiriKhan, University of Phayao. (In Thai)
Chutiporn Dumsong (2017). Motivation and marketing mix that affects food truck in Bangkok, Rajamangala University of Technology Phra Nakhon. (In Thai)
Dara Tepaphan.(2011). Consumer ehavior (First Edition) Bangkok: Rungreang Printing. (In Thai)
Eakawoot, T. (2000). Research Methodology in Behaviours and Social. Ubonrachatani: Rajabhat Ubonrachatani University. (In Thai)
Food on the Move. (2018). From www.etatjournal.com/web/menu-read-tat/menu-2017/menu-12017/762-12017-food-on-the-move, 14 April 2018. (In Thai)
Nanthirat SithonSud 2013. Consumer's satisfaction towards street food consumption in Bangkok, King Mongkut's Institute of Technology Ladkrabang. (In Thai)
Parin Laksitanon. (2001). Attitude and behavioral science (First Edition). Bangkok: Office of Educational Testing and Psychology Srinakharinwirot University. (In Thai)
Phichanan Chongruk and Charoenchai Akemapaisan. (2010). The relationship among street food image, attitude, subjective norms,and intention to return. Case study: Yaowarat area. 9(17), 1 - 20. (In Thai)
Philip Kotler, Bowen John, Markens James และSeyhmus Baloulu. (1999). Marketing for Hospitality and Tourism (2). USA: Prentice Hall International. (In Thai)
Phiraphong Khuhakatiphop (2017). Factors positively influencing customer loyalty of street food customers in Nakhon Pathom, Bangkok University. (In Thai)
Thai Street Food 4.0.(2018), From www.prachachat.net/economy/news-108211, 3 April 2018. (In Thai)
Sanjutha Jamroonwat 2016. Factors affecting food truck selection of customers in Bangkok, Thammasat University. (In Thai)
Schiffman, Kanuk Quote in Wipawan Manopramote. (2013). Factors Affecting to Goods Purchasing Decision via Social Media (Instagram) of People in Bangkok, Bangkok University. (In Thai)
Suphan Sereerat (2001). Consumer behavior (3rd edition). Bangkok: AR Business Press (In Thai)
Yongvut Saovapruk 2018. Thai Street Food 4.0 form https://www.prachachat.net/economy/news-108211. (In Thai)