<b>พฤติกรรมการรับประทานอาหารนอกบ้านของผู้บริโภคชาวนครศรีธรรมราช</b><br>Gastronomic Behavior of Consumers in Nakhon Si Thammarat
คำสำคัญ:
consumers, consumers behaviorบทคัดย่อ
This research aimed to study gastronomic
behavior of consumers in Nakhon Si Thammarat, only
dining out consumers, and to analyze the corresponding
of personal characteristics and gastronomic behavior
of consumers in Nakhon Si Thammarat, in order to
analyze the socio-economic factors related to their
behavior. The data collection instrument was 600
questionnaires which were developed from research
and theories related to consumer behavior, especially
models 6Ws 1H. The results found that most
consumers focus on product quality and service such
as taste and nutrition, services and a variety of the
menus. The majority of consumers are eating out with
friends, husband / wife / partner, and relatives,
respectively. Therefore, the results show that "friendship"
and "bonding relationships" are main reasons for
engaging consumers with goods or services. The test
of hypotheses showed that age, marital status,
occupation and income of consumers correspond to a
type of members for dining out with statistically
significant at the 95% confidence level. Moreover,
age, marital status, occupation, and education level of
consumers correspond to consumers’ food choices
with statistically significant at the 95% confidence
level. This research contributes to the gastronomic
business for developing marketing strategy to attract
quality customers effectively.
