Consumer’s Behavior of Decision-making in Consuming Northeastern Food in Mueang Udon Thani Municipality, Udon Thani

Abstract

The research was to study the consumer’s behavior of decision-making in consuming Northeastern food in Mueang Udon Thani Municipality, Udon Thani, and to study the recommendations on solving problems of Northeastern food restaurants, classified. The samples of 400 respondents. The research statistics used for the data analysis were comprised of frequency distribution, percentage, arithmetic mean and standard deviation, including the descriptive statistics. The results of this study were found that 1. The personal factor influencing the consumer’s decision-making behavior in consuming Northeastern food, was found to be overall at a high level of the mean 4.03. Considered in each aspect, it was found to be at a high level in all aspects, and the personnel aspect was found to be at the highest level of the mean 4.20, followed by the distribution channel 4.11 and the process of decision-making was found to be at the lowest level of the mean 3.88. 2. The recommendations from consumers having Northeastern food, were summarized that Northeastern food restaurants were regularly required to pay attention to clean and fresh food, the manufactured date and the expiration date of food were clearly required to be informed, and the reasonable prices of food were required suitable for the quality of food. The personnel was also found an important issue for Northeastern food restaurant owners, who were required to provide their employees with training courses in order that their employees were able to know about the restaurant’s food, to keep working hard, and to provide customers with a willingness on services. Besides, what Northeastern food restaurant owners should pay attention was the restaurant with an attractive atmosphere, graceful decoration, cleanness and sufficient space for car parking.