DATA ANALYSIS AND FINDINGS
G. Consumer behavior
Influence factor to consume pizza
Further from the topic of influencing factors, most of participants suggested that the most influencing factors to eat pizza was the pizza itself. It meant this pizza needed to have quality ingredients, good taste, completed nutrition, and unique pizza dough.
“Factors that can influence pizza consumption are quality ingredients including dough, cheese, sauce, and toppings.” (Participant 2, Operation manager)
“It depends on the selection of good quality ingredients, good pizza taste, tasty pizza dough, good quality cheese, good quality sauce, and also toppings.”
(Participant 12, General manager)
Apart from this reason, customers would eat pizza because they wanted to.
“They need to love pizza, really. They need to have knowledge and love to eat. Some customers find out in website that this place is good, so they come…”
(Participant 19, Executive chef)
Influence of social factors on pizza consumption
Participants have no significant answer with the influence of social factors on pizza consumption because participants have similar response in each answer. It consists of social factors have more influence on pizza consumption, social factors have fair influence on pizza consumption, and social factors have less influence on pizza consumption.
Participants proposed that family and friends were very important to attract family members and friends to have pizza. Especially friends, they helped promoting the pizza with other friends through word-of-mouth method. However, some participants suggested that this social influence was very effective with Thai people not foreigners.
“Sometimes, yes. Pizza is very popular, most indicated to food for the large group… You bring the large group, you bring to the place when we have pizza, pasta. You can share. So, for the social event, pizza and pasta is the most dedicated food.” (Participant 4, Owner)
“…As I noticed, people came to eat pizza with friends and family. I rather saw customers eating alone. They mostly invited each other, especially friends, to eat along. It’s called word-of-mouth…” (Participant 5, Owner)
However, some participants also thought that family and friends had less influence on pizza consumption. They explained that it provided a good feeling to eat with others but family and friends were not the main factors to motivate others to eat pizza. However, some participants also stated that in a group of family and friends, a group of Thai people ate less compared to a group of foreigners. Given an example of pizza ordering, Thai people would share a pizza with others but foreigners would order a pizza for each person.
“…Alone it becomes a little bit annoying. Don’t want to eat alone. No feeling to eat. Eat with some friends is better.” (Participant 7, General manager)
Loyalty
According to the loyalty question proposed that customers had no loyalty for any pizza brand, many participants disagreed. They believed that customers had loyalty for the pizza brand because they got a lot of repeated customers. A restaurant usually had specific taste and preference for a specific group of customers. A few participants who had different opinion proposed that customers normally had no loyalty because they were attracted by promotion and new products. Stated by many participants, customers who preferred promotion were not regular customers. This was the reason why many participants did not rely on promotion.
“…I see customers face and I know who are the regular customers or who are general customers. If they are just general customers, they come and go. They
never go back. Which restaurants have discount, they will go to that place. But, regular customers are always here regarding any promotion.” (Participant 13, General manager)
“If you consider Pizza Hut or The Pizza Company, I think they consume because of promotion. However, if you consider our restaurant, customers are more specific. They will have more loyalty to the brand. Actually, they may consume because of convenience reason.” (Participant 10, General manager)
“I don't think so because I have so many customers come every same day in a week. I have many repeated customers…” (Participant 18, Owner)
Frequency
According to the frequency of pizza consumption stated that people did not regularly consume pizza, participants equally agreed and disagreed. They proposed that customers who did not consume pizza regularly were not pizza lovers. However, Thai customers might prefer pizza less than foreigners because it was not a Thai food.
So, Thai customers might not consume pizza frequently. Some participants suggested that it might depend on nationality.
“If Italian, they come every week, if Thai people, they love pizza but they come once in a month. You can eat Padthai noodle everyday, I eat once in a week. It depends on who you are and what's your favorite food. I can eat pizza everyday, but you're not. But, you like pizza and you can't eat it everyday. But, for me it's the way I grow up eating pizza and pasta. So, I can eat pizza and pasta everyday.” (Participant 4, Owner)
Aged
According to the aged customers, participants had different opinions about this topic. First, participants proposed that aged customers consumed less pizza because they concerned about health. In their opinion, pizza contained a lot of fat and carbohydrate. However, participants in the second group thought that aged customers normally consume pizza because they had ability to pay and they had more knowledge about pizza. It was quite expensive compared to other dishes. Pizza also had different types while it was originated in Italy.
“They normally eat pizza, not that different compared to other groups.
They'd like to order truffle because they have more money…” (Participant 19, Executive chef)