MARKETING MIX FACTORS INFLUENCING CONSUMERS DECISION TO BUY STREET FOOD IN BANGKOK

Abstract

The purpose of this research was to study service marketing mix factors affecting consumers' decision-making behavior for street food service in Bangkok. The sample used in this study was 400 street food consumers in Bangkok with using multi-stage random sampling method. The questionnaire with the validity and reliability tested was used to collect data. The statistics used were frequency, percentage, mean and standard deviation as well as the hypothesis testing was performed using multiple regression analysis. The research results showed that the service marketing mix factors affecting the decision-making behavior for using the street food service of consumers in Bangkok as a whole were at a high level. In addition, the results of the hypothesis test showed that the factors of service marketing mix in all 7 aspects, namely product, price, place, process, person, and physical evidences had a positive influence on consumers' decision-making behavior for using street food in Bangkok with statistical significance at the 0.05 level.