THE STUDY OF THE RELATIONSHIP BETWEEN FACTORS AND DECISION-MAKING PROCESS IN THE SELECTING OF A RESTAURANT AND PUB SERVICE IN THE NIMMANHAEMIN ROAD, CHIANG MAI PROVINCE

Abstract

This research aims to: 1) Study the marketing mix factors of semi-pub restaurants in the Nimmanhemin Road 2) Examine the decision-making process of choosing to use the restaurants services and 3) The relationship between marketing mix factors and the decision-making process. This is a quantitative research study with a sample group of 400 consumers who used the services of semi-pub restaurants in Soi 7 Nimmanhemin Road. The research instrument was a semi-closed questionnaire. Data were analyzed using descriptive statistics and Pearson’s correlation coefficient.

The results revealed that 1) The overall marketing mix factors were rated at a high level ( =3.76), When considering each aspect, the product was a highest level, next was price, place, promotion, people, process and physical environment. 2) The overall decision-making process was a high level ( =4.00), When considering each aspect, the feelings after using the service was a highest level, next was service decision-making, evaluation of alternatives, recognition of needs, information search.3) The marketing mix factors correlation with the decision-making process was significantly at the .05 level.