Factors Affecting Decision of Consumers in Selection of Japanese Restaurants in Ayutthaya City Park, Phranakhon Si Ayutthaya Province

Abstract

This research aimed to 1) study factors affecting decision of consumers in selection of Japanese restaurants และ 2) compare factors affecting decision classified by personal factors and consumers’ behavior. The samples consisted of 384 consumers of Ayutthaya Park City, Phranakhon Si Ayutthaya province.  the tool was a five-rating scale questionnaire. The data were analyzed by mean, standard deviation, t-test, F-test and LSD. The findings revealed that: 1) The factors affecting decision were products, prices, distribution channels, marketing promotion, staff, service procedures and physical characteristics, as a whole, at a high level and 2) The differences of monthly incomes, the differences of consumers with different amounts of friends, expenses and media that they got the information affected decision of consumers in selection of Japanese restaurants at different levels.