อิทธิพลของการรับรู้ลักษณะเด่นของร้านอาหารดาวคะนองลำพูน ต่อความตั้งใจซื้อของลูกค้าชาวไทย

Abstract

This independent research “Impacts of Perceived Differentiation of Daokanong Lamphun Restaurant on Intention to Purchase Among Thai Consumers” aims to study the influence of the perception of Daokanong Lamphun restaurant’s dominant characteristics on purchase decision of Thai consumers. Therefore, the study intends to be able to classify each characteristic into groups according to the perception of different characteristics. Additionally, to be able to identify groups of differentiation that affect the purchase decision of Daokanong Lamphun restaurant. The samples are 400 consumers who decided to visit Daokanong restaurant during the past 3 months which randomize by using nonprobability sampling method and quota sampling method. The samples are divided by branches and visiting periods as follows; consumers visit Charoen Rat Road branch in Muang Lamphun before 12pm 100 samples, consumers visit Charoen Rat Road branch in Muang Lamphun after 12pm 100 samples, consumers visit Chiangmai-Lampang superhighway branch before 12pm 100 samples and consumers visit Chiangmai-Lampang superhighway branch after 12pm 100 samples. The research was done using both qualitative method which is in-depth interview questions and quantitative method which is questionnaires. The data were analyzed using descriptive statistics and factor analysis and tested the hypothesis using multiple regression analysis. The result of the demographic characteristics of 400 questionnaires’ respondents show that most of the respondents were female, age between 21 - 40 years old, working in private company and having an average monthly income between 15,001 - 30,000 baht. The result of the study using Factor Analysis indicate that the respondents were able to perceive the distinctive characteristics of Daokanong Lamphun Restaurant which can be divided into 7 factors as follows: distinctiveness of service quality of employees and good publicity, distinctiveness of cleanliness and convenience of the restaurant, distinctiveness of reasonable price setting, distinctiveness of good add-on products and services, distinctiveness of access to the services of the restaurant, distinctiveness of quality and variety of food and distinctiveness of reputation of the restaurant respectively. The hypothesis testing results find that the factors affecting the intention of purchasing Daokanong Lamphun Restaurant of Thai customers are factor 1, 2, 4, 5 and 7 which are distinctiveness of service quality of employees and good publicity, distinctiveness of cleanliness and convenience of the restaurant, distinctiveness of good add-on products and services, distinctiveness of access to the services of the restaurant and distinctiveness of reputation of the restaurant.