DECISION MAKING TO CONSUME NOODLE IN TAWANGTHAON DISTRICT, PHAYAO

Abstract

The objective of this study was to investigate consumers’ satisfactions toward noodle shops’ services in Tawangthaon district, Phayao. The sample group was 385 people who have noodle in Thawangthong district. They were classified by sex, age, occupation, income, and the frequency of having noodle in noodle shop. The instrument used was questionnaires about the satisfaction toward the noodle shops’ services. The questionnaires were divided into 5 parts including 1) the quality and services, 2) the speed of services, 3) the taste of noodle, 4) the price, and 5) the environment of noodle ‘shops. The measurement methods used was Liker’s scale ranging from the most to the least. The statistics used in data analysis were percentage, mean, standard deviation, t-test, and One-Way ANOVA. The results revealed that 1. Most of the Decision making to consume noodle in Tawangthaon district, Phayao was female and age under 30 years old Most of them were students and their income was lower than 1,5000 baht respectively. 2. The over all of Decision making to consume noodle was at a high level (= 4.38). The satisfactions toward the noodle shops’ services were as followed. The quality and services was at a high level (= 3.96), the speed of service was at a highest level (= 4.68), the taste of noodle was at a highest level (= 4.60), the price was at a high level (= 4.33), and 5) the environment of noodle ‘shops was at a high level (= 4.34), respectively. 3. Compare by population. Consumers with different gender have different choices of noodle consumption. Consumers of different ages have different choices of noodle consumption. And consumers with different occupations have different choices of noodle consumption