Abstract Date: May 11, 2011 Program: MIMA-International Marketing Course name: Master Thesis (EFO705) Title: Consumer attitudes toward Quick Service Restaurants in Thailand: The study of influencing factors affecting purchase making decision Authors: Miss Pattaraporn Jiranyakul Miss Chitraporn Yoksvad Tutor: Johan Grinbergs Problem statement: “What is the driving force or the reason behind the fast food consumption of the Thai consumers?” Purpose: The purpose of this paper is to “investigate Thai consume attitude toward Quick Service Restaurant (QSR) on Thai consumer choice and the most impportant marketing factors." Method: This paper has applied for the quantitative method with questionnaires survey. The hypothesis testing has been fomulating in analyzing the most important factors towards Thai consumers attitudes as well as the marketing mix elements. The information of this paper is collected from the data of Malardalen University database. Conclusion: Age and income in term of demographic variable are considered to be the most significant factors of Thai consumer choice on fast food consumption. Place element of the marketing mix has come to be the major factor among Thai consumers followed by product, price and promotion respectively. Keywords: Quick Service Restaurant, Consumer Behavior, Culture, Demographics, and Marketing Mix (4’Ps)
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-12578 |
| Date | January 2011 |
| Creators | Jiranyakul, Pattaraporn, Yoksvad, Chitraporn |
| Publisher | Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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