Lifestyle and Factors Affecting Decision-Making for Street Food in Yaowarat
Article Sidebar
Main Article Content
Abstract
The purpose of this study was to study lifestyle factors that influence consumers' decisions to buy street food of Thai tourists in Yaowarat and to research the marketing factors influencing their decision to purchase street food in Yaowarat. The researcher reviewed relevant literature and designed a questionnaire. A sample of 400 people was collected by simple random sampling. The results were analyzed by quantification, percentage, mean and standard deviation. The hypothesis testing was done using multiple regression analysis. The results of the hypothesis test found that lifestyles form of activities opinion and interest Influencing the decision-making process for purchasing street food in Yaowarat and it was statistically significant at the 0.05 level. When considering the results of the multiple regression analysis, it was found that the multiple correlation coefficient (R) was 62.3% and the Adjusted R Square was 38.4%. and Sig. was 0.00 and market factors, physical aspect, product, process marketing promotion, location and personnel influencing the decision-making process for street food purchases in Yaowarat. It was statistically significant at the 0.05 level. When considering the results of stepwise multiple regression analysis, it was found that the multiple correlation coefficient (R) was 79.1% and the Adjusted R Square was 61.9% and the Sig. value was 0.00.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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
Agmapisarn, C. and Decastro, N. (2018). Factors analysis of Thai consumer‘s attitudes towards street food consumption : A case study of the victory monument roundabout area, Bangkok. Research and Development Journal, Loei Rajabhat University. 13(45), 56-67.
Agmapisarn, C., Khetjenkarn, S., and Tachochalalai, S. (2020). A Study of Bangkok Street Food Consumption and Its Effects on Consumer Attitude and Behavioral Intention. Chulalongkorn Business Review. 42(1), 21-42.
Akarawimut, K. and Utsahavanichayakit, P. (2010). Effects of Brand Loyalty Strategies and Performance of Clothing Businesses in Thailand. Master’s degree, Mahasarakham University.
Assael, H. (2004). Consumer Behavior: A Strategic Approach. (8th ed.). Boston: Houghton Mifflin.
Chaiumporna, S. and Rungmaungthong, V. (2014). Food Concepts: Challenges to Government's Policy on Human Food. Journal of Social Development. 16(2), 103-117.
Chaiyasain, C. (2020). Phuket Street Food: STREET FOODS Model Providing a Creative Charm for Phuket’s Gastronomy Tourism. WMS Journal of Management Walailak University. 9(2), 120-127.
Cochran, W.G. (1953). Sampling Techiques. New York: John Wiley & Sons, Inc.
Cronbach, L. J., & Furby, L. (1970). How we should measure change: Or should we?. Psychological bulletin. 74(1), 68.
Hellier, P. K., Geursen, G. M., Carr, R. A., and Rickard, J. A. (2003). Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing. 37, 1762-1800.
Mekanukroh, P. (2012). Suggestions to Promote Good Experience to Thailand’s Street Food by Enhancing the Complete Use of Five Senses of Tourists. Bangkok: Ministry of Culture.
Rovinelli, R. J. and Hambleton, R. K. (1976). On the use of content specialists in the assessment of criterion-referenced test item validity. In Paper presented at the Annual Meeting of the American Educational Research Association (60th), San Francisco, California, April 19-23, 1976.
Sanon, W. and Suantong, K. (2019). The study of Local Healthy Food from Identity of Community-based Tourism for Health Tourism Destinations in Western Thailand: A Case Study of Maha Sawat Canal Community-based Tourism, Maha Sawat Sub-district, Putthamonthon District, Nakhon Pathom Province. Journal of Management Science Nakhon Pathom Rajabhat University. 6(2), 97-114.
Schiffman, L. G. and Kanuk, L. L. (2007). Consumer Behavior. (9th ed.). New Jerser: Prentice Hall.
Smithikrai, C. (2019). Consumer Behavior. (7th ed.). Bangkok: CU Press.
Tangnimitchaikul, S. (2009). Lifestyle and Behavior Toward Ready-To-Eat Meals Consumption of Work-Age People in Bangkok. Master of Business Administration Degree in Marketing, Srinakharinwirot University.
Treemethasoonthorn, C. and Rojniruttikul, N. (2007). Comparative of learning organization in public and private university at Bangkok and suburb area. Bangkok: Faculty of Industrial of Education and Technology, King Mongkut's Institute of Technology Ladkrabang