This research aims to study the relationship between social factors (family and friends) and personal factors on pizza consumption behavior in Bangkok using questionnaires. Most respondents spent less than 300 baht per person for pizza consumption and visited the restaurant once every three months, with evenings being preferred.
INTRODUCTION
- Background and Rationale of the Study
- Problem Statement
- Research Objectives
- Research Questions
- Scope of the Study
- Benefits of the Study
- Existing Pizza Restaurants
- New Pizza Business Entrepreneurs
- Students and General Public
- Limitation of the Study
- Expected Outcomes
Therefore, the results of pizza consumption may vary and differ from those of the general fast food consumption study. Brindal (2010) mentioned the importance of social factors in her specific research on fast food consumption and social influences.
LITERATURE REVIEW
- Theoretical Framework
- Consumer Behavior
- Social Influences
- Porter’s Five Forces Model
- Related Research
- Conceptual Framework
- Research Hypothesis
Regarding the value of fast food consumption, the majority of respondents agreed on the value of fast food consumption as follows;. Fast food consumption behavior was also effectively explained by the theory of planned behavior with a high R2 of around 0.6.
RESEARCH METHODOLOGY
- Target Population and Sampling Selection
- Source of Data
- Primary Data
- Secondary Data
- Research Instrument
- Questionnaire
- Interview
- Data Collection
- Data Analysis
- Descriptive Statistics
- Inferential Statistics
Interview session is divided into three parts by the questions based on Porter's Five Forces model. Therefore, researcher also applies the Porter's Five Forces model to the interview questions to analyze the current situation of pizza business in Bangkok.
DATA ANALYSIS AND FINDINGS
Descriptive Information of Personal Factors, Social Factors, and Pizza Consumption
- Personal Information of Respondents
- Social Factors Information
- Pizza Consumption of Respondents
The remaining 16, 9, and 2 respondents or 4, 2.2, and 0.5 percent ate pizza at a bakery, convenience store, and kiosk, respectively. According to table 4.20, it showed the opinion of respondents about the trend of pizza business.
Relationship between Personal Factors and Pizza Consumption
According to the chi-square test between age category and consumer behavior, age category had no relationship with brand loyalty, pizza payment, number of people consuming pizza, timing of pizza consumption and trend. However, marital status did have a relationship with the purpose of pizza consumption, type of pizza, pizza ordering style, place of pizza consumption, pizza brand, and influencer of pizza consumption. However, the level of education was related to the type of pizza, pizza ordering style, place of pizza consumption and pizza payment.
According to the chi-square test between occupation and consumer behavior, occupation had no relationship with type of pizza, pizza toppings, pizza brand, brand loyalty, number of people eating pizza, frequency of pizza consumption, timing of pizza consumption and trend. However, employment had a relationship with the purpose of pizza consumption, pizza ordering style, place of pizza consumption, pizza payment and influence on pizza consumption.
Relationship between Social Factors and Pizza Consumption
However, family influence was related to pizza ordering style, place of pizza consumption, pizza brand, brand loyalty, number of people eating pizza, frequency of pizza consumption and tendency. Respondents not influenced by family have no specific preference about pizza ordering style, place of pizza consumption and brand. According to the chi-square test among friends' influence and consumer behavior, friends' influence had no relationship with type of pizza, pizza toppings, pizza ordering style, place of pizza consumption, pizza brand, brand loyalty, pizza payment, frequency of pizza consumption, timing of pizza consumption, and trend.
However, the influence of friends had a correlation with the measure of pizza consumption, the number of pizzas consumed and the influence on pizza consumption. However, respondents who were not influenced by friends ate pizza only for consumption and decided to eat pizza alone.
General Situation of Pizza Restaurant Business in Bangkok
- Participant Profile
- Identifying Pizza Business Situation
Respondents who were influenced by friends eat pizza to get together with friends and had friends as the influencer. Respondents who were influenced by friends preferred to eat with 5 persons, but respondents who were not, ate pizza with 2 persons. Most of them were the owner of the pizza business while most of the pizza restaurants were independent.
In addition to the owners or general managers who had a good understanding of their business operations and pizza industry, the participants also included eight general managers, an operations manager, a food and beverage manager and a chef. All their operations and branches were based in Bangkok, with only a few branches outside Bangkok.
Industry rivalry
Some participants saw an opportunity for this business but lacked pizza making skills or restaurant experience. Most of the participants agreed that the position of pizzeria is currently facing high competition as there are many players in the market. In addition, each restaurant has different competitive advantages... It depends on the specific preferences of the customers whether they like the taste of the food in these restaurants or not.
Some attendees had an opinion on the trend of pizza delivery service as it grew and became increasingly important to today's pizza restaurants. Techniques of pizza making in each restaurant were different and it was able to cook in different methods.
Threat of new entrance
Depending on the same type of pizza, it was completely different if it was made by different chefs or if the same chef made it twice. If entrepreneurs started a business that they really loved doing, it is possible that they would succeed in that business because they are patient and determined. It takes time... If you do something and forget the time, it means that you love this work.
If it was a good dinner, entrepreneurs would have to pay more because consumers would expect more from a restaurant. They said it was better to cooperate so they could stay in this market together.
Threats of substitute
So it can draw customers to the area because they have more options for food” (Participant 17, owner). They still suggested that fast food pizza is different compared to the Italian style of pizza in the market. Only one participant, however, agreed that fast food mainly influenced the start of the promotion.
But if you ask me, it has some impact, not just any impact. They have the promotion and the variety but the pizza dough is different... One thing we can definitely satisfy.
Bargaining power of buyers Customers
The target markets of pizza restaurants were mostly foreigners, especially the expats and Thai customers with middle to high incomes. So we can better target expats because they have more friends and colleagues who can bring them here for lunch or dinner and to discuss together as part of a business meeting. But it is a bit difficult to target Thai customers because they usually follow the trend and try new things.” (Participant 16, general manager).
Pizza was actually good for people because it provided a lot of nutrients in tomato sauce, mozzarella and toppings. Others also stated that pizza was a complete meal that provided enough nutrients for the entire day.
Bargaining power of suppliers Suppliers
Therefore, their restaurants tried to launch new healthy menus to serve their customers, such as salad menus and smoked salmon dressings. For example, zucchini, you expect a different taste, but how can you take, 500 baht, so I buy it at the local market.” (Participant 11, co-owner). There is a Thai company I would like to buy some but I have some chickens from Chiang Mai but I can't put them on my menu because they don't deliver.
Other stakeholders
So a new staff has a high chance of problems because they are not trained properly or less experience. It is possible to make mistakes while working or providing service to customers…” (Participant 6, CEO). A family business usually owned a small restaurant, while a business partner or group of shareholders owned a large-scale restaurant with many branches.
My boss also has partners, but they do not participate in decision-making in the restaurant. In the beginning of the company, we have to deal with a mafia around this place, but it can be dealt with.
Consumer behavior
You bring the big group, you bring to the place when we have pizza, pasta. According to the loyalty question that stated 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 many repeat customers.
A few participants who had different opinions suggested that customers normally have no loyalty because they are attracted by promotion and new products. According to the frequency of pizza consumption, saying that people do not eat pizza often, participants agreed and disagreed equally.
CONCLUSION
Summary of the Research
Marital status is related to pizza consumption target, pizza type, pizza ordering style, pizza consumption location, pizza brand, and pizza consumption affect. However, education level is related to type of pizza, style of ordering pizza, place of pizza consumption, and payment for pizza. Occupation is related to the objective of pizza consumption, pizza ordering style, place of pizza consumption, pizza payment, and pizza consumption influence.
However, friend influence has a relationship with the purpose of pizza consumption, number of pizza consuming pizza and influencer of pizza consumption. This is similar to the interview of Miss Sikrintarn Plaiteun, the owner of Pizza Café by Sikrintarn.
Managerial Recommendations
An entrepreneur should promote the good side of pizza because most customers, especially Thai people, don't know it. Instead of waiting for customers to arrive, the pizza food truck can park at any social event and be able to connect directly with customers. In addition, an entrepreneur can inform through a small leaflet inserted in the menu or placed on the table as a paper placemat.
However, an entrepreneur should not rely on sales promotion, like those of fast food brands, because it cannot attract regular customers in the long run. They mostly suggest that the quality of the product itself affects the customers in the store.
Recommendation for Further Study
Retrieved July 21, 2014, from http://www.adweek.com/news/advertising-branding/women-consider-friends-opinions-most-trusted-advertising-157413. Danger of fast food... Every time you eat, don't think about everything you want (eat). Factors influencing the fast food consumption behavior of high school students in Seoul: An application of the theory of planned behavior.
Fast food consumption behavior: the case study of state university students and private university students in Bangkok. Retrieved September 2, 2012, from http://www.osknetwork.com/mod ules.php?name=News&file=article&sid=221.
Appendix A: Data Analysis
Appendix B: Questionnaire
General information of the respondents Instruction : Please mark for your best answer
Gender
Marital Status
Education
Occupation
Income
Pizza Consumption Behavior
What is the reason to consume pizza?
Which type of pizza do you prefer?
Which types of toppings do you prefer?
How do you consume pizza?
Where do you often consume pizza?
Which pizza brand do you mostly consume?
According to the brand you choose, how loyalty are you?
How many do you spend for consuming pizza each time?
How many people do you consume pizza each time?
How often do you consume pizza?
When do you often consume pizza?
Who has the most influence on your pizza consumption?
What likely is pizza restaurant business going in the future?
Importance of social factors influencing consumer behavior
แบบสอบถาม
เพศ
สถานะภาพ
ประถมศึกษา มัธยมศึกษา / ปวช
ปริญญาโทขึ้นไป
อาชีพ
รับราชการ พนักงานรัฐวิสาหกิจ
เทศกาลต่างๆ / วันหยุด
ธุรกิจ / การประชุม
พบปะเพื่อนฝูง
เพื่อการบริโภคทั่วไป
ท็อปปิ้งชีสล้วน
รับประทานพิซซ่าอย่างเดียว
รับประทานบุฟเฟ่ต์พิซซ่า
ในร้านสะดวกซื้อ
แบรนด์พิซซ่าที่ทานเป็นประจ า
รับประทานแบรนด์นี้เป็นประจ า
ไม่เฉพาะเจาะจงแบรนด์ไหนเป็นพิเศษ
ต ่ากว่า 100 บาท ต่อคน
101 - 300 บาท ต่อคน
301 - 500 บาท ขึ้นไป ต่อคน
501 บาทขึ้นไป ต่อคน
จ านวนคนในการบริโภคพิซซ่าในแต่ละครั้ง
เช้า เที่ยง
บ่าย เย็น
ค ่า
เพื่อน เพื่อนร่วมงาน
ตัวเอง
เติบโต
คงที่
ซบเซา
ปัจจัยความส าคัญ
ครอบครัว
เพื่อน
เพื่อนแนะน าให้ทานเท่านั้น
Appendix C: Interview Question
Do fast food brands (fried chicken, hamburger, pizza, donut and others) influence pizza consumption in your restaurant. Is there anything that can replace pizza consumption in your restaurant. your restaurant is e.g. closed on the day customers plan to eat pizza in your restaurant). Please describe the responsibilities of your shareholders and/or business partners in this business (if any).
In your opinion, how important are social influences (family and friends) on pizza consumption. According to the previous survey, respondents who are older consume pizza differently compared to other age groups (for example, they consume pizza more often than other age groups).
ค าถามสัมภาษณ์
ใครเป็นกลุ่มเป้าหมายของคุณ?
ประกอบด้วยอะไรบ้าง?
วิธีจัดการอย่างไร?
การสนับสนุนผู้ประกอบการรายย่อยและรายใหม่
อื่นๆ
วิธีการรับมืออย่างไร?
อย่างไร?
เพราะอะไร?
หรือไม่? อย่างไร?
Appendix D: Certificate of Ethical Approval
