Factors Affecting the Shabu Food Consumption Behavior of Kasetsart University Students, Kamphaeng Saen Campus

Abstract

The objectives of this research were to 1) study the decision-making process, marketing mix, and shabu food consumption behavior of students within Kasetsart University Kamphaeng Saen Campus, 2) compare personal factors and shabu food consumption behavior, and 3) study the factors affecting the selection of shabu food. This research was a quantitative research by using questionnaire. The sample size determination using the G*power program data collected from 80 students who were students of Kasetsart University, Kamphaeng Saen Campus using a purposive sampling method. Statistics used in the research include mean, standard deviation,  t-Test, one-way analysis of variance, and multiple regression. The results of the research found that: 1) students had a decision-making process for consuming shabu food was at a high level, 2) marketing mix of shabu food was at a high level, and 3) shabu food consumption behavior was at a high level. The results of the hypothesis testing found that: 1) students with different genders, grades, and incomes had no difference in choosing to use shabu restaurants. 2) Factors affecting Kasetsart University students' choice of shabu restaurant services at Kamphaeng Saen Campus had statistically significant at the .05 level, there were two factors including decision-making process and marketing promotion.