Service Marketing Mix and Behavior of Consumers Using Grill Buffet Restaurant Services Style, in Nan Province

Abstract

The main purposes of this study were to: 1) examine the demographic characteristics of consumers of buffet-style grilled restaurants in Nan Province; 2) analyze the service marketing mix for these consumers; and 3) explore consumer behavior in using the services. This quantitative research involved a sample of 400 consumers who used to be or were currently using the services. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics were used to test the hypotheses through t-tests, F-tests, and Chi-square tests. The findings indicated that the target consumers were predominantly female, aged 20-30 years, with an educational background at the bachelor’s degree level or equivalent education. Most were students or employees in permanent positions, with an average monthly income of 5,000 baht or less, and some between 5,000 and 10,000 baht. The majority of the consumers were natives of Nan Province. The overall service marketing mix was rated at a high level, with the highest average score attributed to the "process" aspect. Regarding consumer behavior, the main reason for choosing buffet-style grilled dining was the variety of food options, followed by the delicious taste of the dipping sauce Consumers tended to dine at these restaurants 1-2 times per month, and were often accompanied by 2-3 friends who suggested the restaurant. The average expenditure per person per visit ranged from 201 to 399 baht. Consumers generally felt that the experience was worth the money, and most would recommend the restaurant to others The hypothesis testing results revealed that differences in demographic characteristics led to statistically significant differences in consumer behavior at the .05 level.