Guidelines for Marketing Strategy Specification of Thai Fast-Food Restaurants in Vienna, Austria

Abstract

This study aims to 1) study marketing strategies affecting the decision to use Thai fast-food restaurants 2) to study economic factors Society, culture and technology affecting the decision to use a Thai fast-food restaurant in Vienna Austria. The data was collected from consumers who had visited a Thai fast-food restaurant in Vienna. Austria, amounting to 400 people, and entrepreneurs and government officials involved in Thai fast-food restaurants in Vienna. Austria There are 5 sample groups, divided into 4 entrepreneurs and 1 government official. 1) The study found that Opinion level on marketing mix factors Overall, it was at a high level. When classified by side, it was found that service provider has the highest rating Followed by process and location. Opinions on economic factors society, culture, and technology Overall, it was at a higher level). When classified by aspect, it was found that in terms of social and cultural aspects, the opinions were the highest. followed by in terms of economy and the one with the lowest level of opinion was in technology. Opinions towards the overall service decision-making process were at a high level. 2)The analysis found that respondents with different gender, age, highest education level, occupation, monthly income (in euros) and ethnicity and nationality had a significant effect on the decision-making process for using a Thai fast-food restaurant in Vienna. Austria was significantly different at the 0.05 level and the marketing mix (7Ps) affecting the decision-making process for using Thai fast-food restaurants in Vienna. Austria Statistically significant at the 0.05 level. 3)From the interview it was found that current economy makes people have the habit of choosing to buy products taking into account the value and price even more Including taking into account the benefits of using more than in the past because the cost of living of people is higher but have the same income or only slightly increased the decision to choose food in the present with consideration of nutritional value and more benefits Because health trends are becoming very popular among middle-aged people. Including having to evaluate the value of the product with the price that must be paid more. The most important current technology is online media so that people can use the service via mobile phone which is very comfortable