Consumer attitudes toward Quick Service Restaurants in Thailand: the study of influencing factors affecting purchase making decision

Abstract: Abstract Date:                                 May 11, 2011 Program:                        MIMA-International Marketing Course name:                        Master Thesis (EFO705) Title:                                  Consumer attitudes toward Quick Service Restaurants in Thailand: The study of influencing factors affecting purchase                                        making decision Authors:                         Miss Pattaraporn Jiranyakul                                       Miss Chitraporn Yoksvad Tutor:                                Johan Grinbergs Problem statement:         “What is the driving force or the reason behind the fast food consumption of the Thai consumers?”  Purpose:                         The purpose of this paper is to “investigate Thai consume attitude toward Quick Service Restaurant (QSR) on Thai                                       consumer choice and the most impportant marketing factors." Method:                          This paper has applied for the quantitative method with questionnaires survey. The hypothesis testing has been                                       fomulating in analyzing the most important factors towards Thai consumers attitudes as well as the marketing mix                                       elements. The information of this paper is collected from the data of Malardalen University database. Conclusion:                       Age and income in term of demographic variable are considered to be the most significant factors of Thai consumer                                       choice on fast food consumption. Place element of the marketing mix has come to be the major factor among Thai                                       consumers followed by product, price and promotion respectively. Keywords:                       Quick Service Restaurant, Consumer Behavior, Culture, Demographics, and Marketing Mix (4’Ps)