The researcher believes that the study of the factor affecting the purchase intention of the Isan restaurant of customers in Bangkok would help the entrepreneurs to better understand the needs of the customers and could provide the best Isan restaurant that satisfies the customers the best. There are ten factors to be investigated that can affect customers' purchase intention in Isan restaurant, which are Taste, Cleanliness, Location, Atmosphere of the restaurant, Appearance of the food, Price, Menu variety, Waiting time, Brand and Service. The research result indicates that taste, brand and service quality are the key factors influencing customers' purchase intention in Isan restaurant.
In 2011, there were seven dishes from Thailand's popular menu listed in the "World's 50 Best Foods (Reader's Pick)" of CNN travel. With the outstanding taste of sour, salty and spicy in Isan cuisine, it is listed as one of the favorite dishes for Thai people, especially in Bangkok metropolis. General restaurant was reported the growth rate around 2.9% to 5.9% from the previous year, meanwhile the chain restaurants had approximately growth rate at 6.9% to 8.9% from year 2014 (Kasikorn research center, 2015).
Problem Statement
Figure 1.3 shows the market value of restaurant businesses (including both chain and general restaurants) in Thailand from 2013 to 2014. Statistics show that Thais continue to spend their money on eating out and this is the opportunity for the entrepreneur to gain penetration in this sector. The acculturation between central people and northeastern people takes place in terms of language and food.
With this phenomenon, it reveals the opportunity for entrepreneurs to invest in Isan restaurant in Bangkok area. There are many famous Isan restaurants in Bangkok, such as Som Tom Nua, Zaab Eli, Tum Lake and Tum Lae. Therefore, understanding the purchase intention of people in Bangkok towards Isan restaurant is essential for new entrepreneur to be successful as it will help entrepreneur to provide Isan restaurants that best satisfy the customers.
Research Questions
Research Objectives
Scope of Study
Expected Benefit
LITERATURE REVIEW AND FRAMEWORK
- History of Isan Food
- Determinants of Isan restaurant consumption
- Taste
- Cleanliness
- Location
- Atmosphere in the restaurant
- Food appearance
- Price
- Menu variety
- Waiting Time
- Brand
- Service quality
- Purchase intention
- Literature review
- Proposed framework
H1: Taste is significantly related to purchase intention in Isan restaurant by Thais in Bangkok. H2: Cleanliness is significantly related to purchase intentions in Isan restaurant by Thais in Bangkok. H3: Location is significantly related to purchase intention in Isan restaurant by Thais in Bangkok.
H6: Price is significantly related to Isan restaurant purchase intention of Thai people in Bangkok. H9: Brand is significantly related to purchase intention in Isan restaurant of Thai people in Bangkok. H10: Service quality is significantly related to Isan restaurant purchase intention of Thai people in Bangkok.
RESEARCH METHODOLOGY
- Research Design
- Instrument Development
- Population and Sampling
- Data Collection
- Data Analysis
The question will explore their ideas about the different factors before making a decision to visit the Isan restaurant. Respondents are asked to indicate their level of agreement using a six-point Likert scale. The reason why the six-point Likert scale is used in this study is because the researcher wants the respondents to express their opinions both positively and negatively.
Hence, 200 people who have an experience with Isan restaurant will be randomly selected to participate in this study. Nevertheless, there are some research arguments about the accuracy and validity of the data from quantitative methods. This is because the respondents may not fully understand the questions, or sometimes they cannot concentrate to do the survey (Frechtling, Frierson, Hood and Hughes, 2002).
The researcher will minimize this threat by using fewer technical words and providing more guidance at the beginning of the survey. To achieve the purpose of this study, the random sample survey will be used to collect the primary data. The research question will be based on the demographic characteristics of Isan restaurant consumers, namely gender, age, education level and average income, and will be followed by a wide range of questions.
This tool also helps to reduce the costs and work process for the researcher because the data is collected directly into a database (Frechtling, Frierson, Hood and Hughes, 2002). First of all, the researcher will use Cronbach's alpha to measure the reliability of the questionnaire, following descriptive statistics, correlation analysis and linear regression model respectively. The researcher must interpret numerical data with relevant knowledge and theory (Neuman, 2006:14).
Finally, this research will be published with the factors that influence Thais in Bangkok to visit Isan restaurant.
RESEARCH FINDINGS
- Respondents Profiles
- General behaviors
- Reliability Test
- Descriptive Statistics
- Inferential Statistics
- Correlation analysis
- Linear Regression Models
- Discussion
There were only 2.8% of the very frequent consumers who claimed to visit Isan restaurant more than 4 times a week. In terms of cleanliness, it reported the highest score that if they find the cockroach, they will not visit that Isan restaurant again (4.61), followed by the hygiene of the cutlery in the Isan restaurant (4.28), the hygiene of the food ingredient is affected factor (4.19), and the hygienic from cook (4.03) respectively. In terms of price, the price of the menu is a good indicator of its quality received the highest score (3.38), followed by the estimated budget of Isan restaurant in the customer's mind, they put every time they visit Isan restaurant (3.02), the special price of packed lunches (2.87), and they always find the cheapest menu in the Isan restaurant (2.66).
In terms of menu variety, the highest score was given to the variety of menus (4.09), followed by the creative menu (3.78) and the opportunity to try the never-before-tried Isan restaurant (3.40). When it comes to waiting time, they prefer to get the first menu as quickly as possible, which received the highest score (4.87), followed by the table reservation service (4.30), they are aware that a long wait for a menu is the result of complicated cooking methods (4 ,12) and can wait in line to get a seat at the Isan restaurant (3.80). In terms of branding, they claimed to have their favorite Isan restaurant brand, which received the highest score (4.25), followed by the taste of all Isan restaurant brands are not the same (3.81) and royalty in their brand ( 3.78) or
The majority of respondents state that if Isan restaurant maintains the delicious taste every time they visit Isan restaurant; it will be a good influence for them to visit the restaurant again. When customers have a good experience with the brand, it will influence them to visit that particular Isan restaurant again. Customers are willing to pay more for Isan restaurant for the better service compared to Isan food stall.
Therefore, service quality turns out to be considered before making the decision to choose Isan restaurant. However, this research study reveals that the location of Isan restaurant does not influence the purchase intention of consumers. This is because the Isan restaurant is classified as an ethnic themed restaurant which differs from the restaurant in the previous study.
However, the researcher finds that customers do not weigh much on price in Isan restaurant. Therefore, the wide variety of the menu is not relevant to the purchase intention of customers in the Isan restaurant. Isan restaurant customers in this research consider waiting time less in both dimensions.
CONCLUSION AND RECOMMENDATION
- Conclusion
- Recommendation
- Limitation
- Future Research
Taste is significantly related to purchase intention at Isan restaurant of Thai people in Bangkok. Cleanliness is significantly related to Isan restaurant purchase intention of Thai people in Bangkok. Location is significantly related to purchase intention at Isan restaurant of Thai people in Bangkok.
Atmosphere is significantly related to purchase intention at Isan restaurant of Thai people in Bangkok. Price is significantly related to purchase intention at Isan restaurant of Thai people in Bangkok. Waiting time is significantly related to purchase intention at Isan restaurant of Thai people in Bangkok.
Brand is significantly related to purchase intention in Isan restaurant of Thai people in Bangkok. Service quality is significantly related to purchase intention at Isan restaurant of Thai people in Bangkok. Furthermore, the entrepreneur should develop his Isan restaurant brand to be well known in the market to attract new customers and also to retain an existing customer.
From the research result, the researcher finds that customers will consider Taste of the food in Isan restaurant as the most important factor. This strategy can help Isan restaurant to standardize the dish taste and also increase penetration. When Isan restaurant brand becomes known, it will easily attract new customers and generate more revenue for the restaurant.
Accordingly, the Isan restaurant owner should continue to monitor the quality of service by providing training for the staff.
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APPENDICES
Appendix A: Questionnaire
Demographic Question 1) Gender
Screening question
General question
Specific question
I prefer to order a package meal at a special price, even though I don't want any package meal.
