Consumer attitudes toward Quick Service Restaurants in Thailand: the study of influencing factors affecting purchase making decision
Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
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
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)
Place, publisher, year, edition, pages
2011. , 98 p.
Quick service restaurant
IdentifiersURN: urn:nbn:se:mdh:diva-12578OAI: oai:DiVA.org:mdh-12578DiVA: diva2:425391
2011-06-03, U2-158, Mälardalen University | Box 883 | 721 23 Västerås/Eskilstuna | 021-10 13 00, 016-15 36 00, Vasteras, 11:10 (English)
UppsokSocial and Behavioural Science, Law
Liljefors, OleSelegard, Peter