THE RELATIONSHIP BETWEEN ATTITUDES MARKETING MIX FACTORS (7PS) NON-MUSLIM CONSUMERS’ BEHAVIORS IN BANGKOK TOWARDS HALAL RESTAURANTS USAGE
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Abstract
The objectives of this research were: 1) to study different demographic characteristics of Non-Muslim consumers’ with their attitudes in Bangkok towards Halal restaurants usage 2) to study different of demographic characteristics of Non-Muslim consumers’ with their behaviors in Bangkok towards Halal restaurants usage 3) to study Marketing Mix Factors (7Ps) affecting Non-Muslim Consumers’ attitudes in Bangkok towards using Halal restaurants 4) to study Marketing Mix Factors (7Ps) affecting Non-Muslim Consumers’ behaviors in Bangkok towards using Halal restaurants 5) to study Non-Muslim consumers’ attitudes in Bangkok towards using that relate to using Halal restaurants Consumers behaviors.
The samples consumers used in this research comprised of 400 Non-Muslim consumers in Bangkok who use Halal restaurants. Data were collected by questionnaires. Data analysis was performed with descriptive statistics i.e frequencies, percentages, mean standard deviations. Test of hypothesis was done by using Independent t-test, One-way ANOVA, Multiple Regression Analysis and Chi-Square Test.
The results of the research were: 1) The Non-Muslim consumers’ attitudes in Bangkok towards using Halal restaurants with different genders, ages, religions, status, educational backgrounds, occupations, and incomes, were not significantly different. 2) Non-Muslim consumers’ behaviors in Bangkok towards using Halal restaurants with different gender, were different: the people who had the greatest influence on the decision to use halal restaurants and the frequency of using halal restaurants. 3) the Marketing Mix Factors (7Ps): product, price, place, promotion, people, process and physical affected Non-Muslim Consumers’ attitudes in Bangkok towards using Halal restaurants 4) There are two aspects of the Marketing Mix Factors (7Ps) that affect behavior at the most: product and place aspects. People or service personnel aspect affects consumer behavior in the topic of the reason for choosing halal restaurant: the most is the delicious food. And price, promotion, process physical aspects affect consumer behavior in the topic of the most popular halal restaurants: a specialty restaurant and food court respectively. 5) Behavior and attitudes of Non-Muslim consumers in Bangkok towards using Halal restaurants is related to the most popular halal restaurants and reasons for choosing Halal restaurants.
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