The Study of Factors affecting Buying Decision for Takeaway Fast Food in CBD

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Published: Apr 21, 2019
Keywords:
Fast Food, Factors Affecting Buying Decision, Marketing Mix, Central Business District

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Varit kongkitcherdchu
Watcharapoj Sapsanguanboon

Abstract

The objectives of this study are: 1) To study the marketing mix factors affecting the buying decision of fast food takeaway. 2) To study the demographic that influences the buying decision of fast food takeaway. 3) To study the relationship between demographic and marketing mix. Questionnaires are used for data collection. A sample of 400 people who work or live in CBD area and who work or live in the New CBD area. Descriptive statistics and inferential statistics consisting of T-Test, one-way ANOVA, and Chi-square test are employed for hypotheses testing.


The result shows that the first three of marketing mixes are physical environment, price and process respectively. Factors affecting the buying decision fast food takeaway of five menus indicates that demographic and occupation influenced the buying decision of fast food takeaway of 1st menu (Salted Egg Chicken/Fish/Pork with Rice) and 4th menu  (Chicken/Fish/Pork Gungpao with Rice). Moreover, the difference of education influenced the process and the different income influenced the promotion, process and physical environment.

Article Details

How to Cite
kongkitcherdchu, V., & Sapsanguanboon, W. (2019). The Study of Factors affecting Buying Decision for Takeaway Fast Food in CBD. WMS Journal of Management, 8(2), 85–95. Retrieved from https://so06.tci-thaijo.org/index.php/wms/article/view/184373
Issue
Vol. 8 No. 2 (2019): April - June 2019
Section
Research Articles-Academic Articles
Author Biographies

Varit kongkitcherdchu

Graduate School of Management and Innovation, King Mongkut's University of Technology Thonburi

126 Pracha Uthit Rd, Bang Mod, Thung Khru, Bangkok 10140, Thailand

Watcharapoj Sapsanguanboon

Graduate School of Management and Innovation, King Mongkut's University of Technology Thonburi

126 Pracha Uthit Rd, Bang Mod, Thung Khru, Bangkok 10140, Thailand

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