A Comparative Study of Consumer Behavior and Marketing Mix Factors in Choosing Isan Restaurants in Chaiyamongkol Sub-district, Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province

Abstract

This research aimed to: (1) compare consumers’ opinions regarding marketing mix factors in selecting Isan restaurants based on personal characteristics, and (2) compare consumers’ opinions regarding marketing mix factors based on consumer behavior. The study employed a quantitative survey research design. The sample consisted of 400 consumers who had used Isan restaurant services in Chai Mongkhon Subdistrict, Mueang Nakhon Ratchasima District, Nakhon Ratchasima Province. Data were collected using a structured questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics, namely the independent samples t-test and one-way analysis of variance (ANOVA). The results revealed that consumers rated the overall importance of marketing mix factors at a high level (Mean = 4.14, S.D. = 0.59). Among the seven dimensions of the marketing mix, price received the highest mean score (Mean = 4.45, S.D. = 0.52), followed by product, people, place, and physical evidence. The hypothesis testing results indicated that personal factors, including age, occupation, and monthly income, significantly influenced consumers’ opinions toward marketing mix factors at the .05 significance level. In contrast, gender showed limited differences across marketing mix dimensions. Furthermore, consumer behavioral factors, including frequency of restaurant visits, service period, dining patterns, and expenditure per visit, did not significantly affect opinions regarding marketing mix factors. The findings suggest that Isan restaurant entrepreneurs should prioritize pricing strategies that reflect consumers’ purchasing power while maintaining food quality and service standards. In addition, marketing strategies should be tailored to different age groups, occupations, and income levels in order to enhance customer satisfaction, loyalty, and long-term business competitiveness.