A Comparison of Marketing Mix and Consumer Decision-Making in Choosing Small Restaurants in Chaloem Phra Kiat District, Nakhon Ratchasima Province

บทคัดย่อ

The research purposes were to study 1) A comparative study of the marketing mix and consumer decisions to choose small restaurants, 2) Compare the marketing mix and consumer decisions to choose small restaurants classified by the personal factors. The population was the consumers who used the services of small restaurants in Chaloem Phra Kiat District, Nakhon Ratchasima Province, between March 1 and April 30, 2025, the sample group was the 384 people by using sample size calculations without knowing the population size. The research instrument was the rating scale questionnaire. The data analysis statistics were the percentage, mean, standard deviation, t test (Independent samples).

The research findings were: 1) The marketing mix factors that significantly influence consumers' decisions to use small restaurants in Chaloem Phra Kiat District, Nakhon Ratchasima Province, are, overall, at a high level. Ranked from highest to lowest average value, they are: personnel, physical characteristics, distribution channels, marketing promotion, product, service process, and price. 2) the consumer with different gender, education levels, and occupations found the opinions on the marketing mix and consumer decisions to choose small restaurants did not different.