Marketing Mix Factors Influencing the Decision to Use Seafood Restaurant Services in Mueang District, Samut Sakhon Province

Abstract

          This research aims to study (1) the level of opinions regarding the marketing mix factors of seafood restaurants in Mueang District, Samut Sakhon Province, (2) the level of opinions on the decision-making process for using seafood restaurant services in Mueang District, Samut Sakhon Province, and (3) the marketing mix factors influencing the decision to use seafood restaurant services in Mueang District, Samut Sakhon Province. The sample group for this study consisted of 400 customers who had used seafood restaurant services in Mueang District, Samut Sakhon Province. The research instrument was a questionnaire with an overall reliability coefficient of 0.96. The statistical methods used for data analysis included mean, standard deviation, and multiple regression analysis.The study results revealed that: (1) The overall level of opinions regarding the marketing mix factors of seafood restaurants in Mueang District, Samut Sakhon Province was at a high level. When considering each aspect individually, the highest rated factor was price, followed by process, and the lowest was promotion, respectively. (2) The overall level of opinions regarding the decision-making process for using seafood restaurant services was also at a high level. When analyzed by component, the highest rated aspect was evaluation of alternatives, followed by information search, and the lowest was post-purchase behavior, respectively. And (3) The marketing mix factors were found to have a statistically significant influence on the decision to use seafood restaurant services in Mueang District, Samut Sakhon Province at the 0.05 significance level, consistent with the research hypothesis.