Marketing Mix Factors Affecting Food Purchasing Behavior of Texas Chicken Restaurants in Bangkok Under the New Normal

Abstract

         The objectives of this research were: 1) to investigate consumer behavior in food purchases at Texas Chicken restaurants in Bangkok, 2) to compare consumer behavior in food purchases at Texas Chicken restaurants based on personal factors, and 3) to examine the influence of marketing mix factors on consumer behavior regarding food purchases at Texas Chicken restaurants in Bangkok during the new normal period. The sample comprised 400 consumers in Bangkok, selected using simple random sampling from 10 branches of Texas Chicken, out of a total of 46 branches, with 40 respondents per branch. The research instrument employed was a questionnaire, which demonstrated content validity of 0.90 and a reliability coefficient of 0.95. Statistical methods used for data analysis included percentages, means, and standard deviations. Hypotheses were tested by using t-tests and F-tests, and in cases of significant differences, pairwise comparisons were conducted by using the LSD method. Multiple regression analysis was utilized to assess the influence of variables.

         The research findings revealed the following: 1) The purchasing behavior of consumers at Texas Chicken restaurants in Bangkok showed an average of 2.84 visits per month, with an average expenditure of 203.21 THB per visit. The average duration of each visit was 28.40 minutes, and the average number of orders placed through the mobile application was 2.31 times per month. 2) A comparison of consumer behavior based on personal factors, including age, education level, occupation, and average monthly income, revealed significant statistical differences in expenditure on food purchases. However, no significant differences were found in other behaviors, such as the number of visits to the restaurant, duration of stay, and frequency of orders via the mobile application. 3) Regarding the seven marketing mix factors, the process dimension was found to positively influence the number of visits to the restaurant and the duration of service at the restaurant, explaining 60.2% (R² = 0.602) and 65.3% (R² = 0.653) of the variance, respectively. Additionally, the physical environment dimension was found to significantly affect expenditure per visit and the frequency of mobile app orders, explaining 30.8% (R² = 0.308) and 63.5% (R² = 0.635) of the variance, respectively.