In addition, the researcher also found that the guaranteed high quality of the ingredients followed by high trust in the source of the main ingredients, assurance of good health, support for the Thai farmers who supply the restaurant and recommendations are the important reasons that affect customers' purchase intention , when you choose to visit a locally sourced restaurant and/or café. This is because the researcher wants to be the owner of the small restaurant and/or café in the future.
Research Question
I am thinking of making the food ingredients from my brother's farm become the main ingredients in my restaurant or cafe in the future and always think that this is one of the factors that influence the consumer's decision whether or not to go to my restaurant or to choose a cafe. Therefore, I come to the topic of the research, which is to understand the factors that influence the choice of restaurants and cafes for Bangkok residents.
Research Scope
He told the story of the cafe through the articles, social media i.e. Facebook fan page and Instagram, which makes the customers have more confidence in his cafe and choose to consume in his cafe because they know where the main ingredients come from come and they have confidence in the food materials. Note: This is not a problem now, as part of the research design I would also include a group of respondents who have not visited locally sourced restaurants, to see how they differ.].
Expected Benefit
LITERATURE REVIEW
- Locally Sourced Restaurants in Thailand
- Service Marketing and Their Characteristics
- Literature review
- Proposed Framework
- Additional factor in the literature
The quality of services can vary depending on who provides them, as well as when, where and how they are provided. This is the moment of truth, when the customer builds a perception of quality and satisfaction, or begins to evaluate the quality of the service. Based on the literature review on local restaurants, the researcher found that there are limited studies of local restaurants in Thailand.
The survey was collected from customers in formal full-service restaurants for 400 customers from the eight selected formal full-service restaurants. However, this is one of the factors that consumers consider when choosing the restaurant and cafe. In addition, the researcher found the other important factors driving the purchase decision for choosing the restaurant: those elements were taste, price, location, service quality, quality of food, recommendation by others, brand and the peace and quiet.
After conducting a literature review, the researcher found that there were few studies that examined local restaurants, which are defined as restaurants that are based on the local food movement and source their food primarily (or exclusively) from local farmers, whether or not are produce (fruit or vegetables) or protein (poultry, pork, beef and fish). However, there is no research that examines whether a restaurant and cafe that can produce the main ingredients themselves or clearly identify the source of the main ingredients is an important factor influencing a customer's purchase decision on choosing a restaurant.
RESEARCH METHODOLOGY
Data Collection Methodology
Population and Sampling for Data Collection
The researcher will select Bangkokians who have middle to high income from 25,000 baht and above because the locally sourced restaurant examples are branded restaurants that offer food and dessert starting from around 100 baht per dish. Therefore, the researcher aims to focus on middle to high income Bangkokians. A variety of sampling strategies are possible to select a sample that well represents a population and stays within budget.” (Swanson et al, 2005, pg.47).
The intended sample size is 100 survey responses from the total population, which is suitable for data collection time limited to only 4 weeks. The survey will be conducted with the online closed questionnaire in Google Forms and then distributed via social network channels which are Line and Facebook. The survey questions will be based on the demographic characteristics of local restaurant consumers, which are gender, age, education level, occupation and average income and followed by a screening question to differentiate between respondents who have visited a locally sourced restaurant and respondents who have not.
The rest consists of general questions which are the frequency of visiting a locally sourced restaurant and cafe and the spending budget. The last part is the specific questions which will give predetermined answers to the respondents to rate on the scale that matches their opinions to be used to analyze the results.
Data Analysis
RESEARCH FINDINGS
15 4.1 Respondents Profiles
Behaviors of visiting of a locally sourced restaurant and/or café
The expected budget per person for a one-off visit to a locally purchased restaurant and/or café. Table 4.3 shows the general behavior of the people who eat at a locally purchased restaurant and/or café for the frequency they visit such a restaurant and/or café during a month. Most of them stated that they visit a locally purchased restaurant and/or café less than once a month (40.88%).
There are 18.24% of people who visited a local restaurant and/or cafe more than 4 times a month and claim that most of them visit such a restaurant and/or cafe twice a week. In addition, the majority of the expected budget per person for a one-time visit to a local restaurant and/or cafe is between 251 and 250 baht per person (42.77%).
18 4.3 Main Findings
Independent Samples T-Test Analysis
Restaurant/cafes can produce the main ingredients themselves, or can clearly identify the source of the main ingredients. It can be concluded that there are no different preferences for factors for the choice to visit a general restaurant and/or cafe between people who visit local restaurants once a month or less and people who visit local restaurants twice a month or more not visit People who are important to me also like or recommend eating at a local restaurant.
It can be concluded that there are no different preferences for choosing to visit a locally sourced restaurant and/or cafe between people who visit locally sourced restaurants once a month or less and people who visit locally sourced restaurants twice a month. month or more. The objective of this study is to study whether people who have income more than 55,000 baht per month and people who have lower income which is less than 55,000 baht per month have different preferences to choose to visit a restaurant general. From Table 4.8 there are significant different mean scores between people who have income less than 55,000 baht per month and people who have income more than 55,000 baht in Sig. 2-tailed and "The restaurant/café can produce the main ingredients themselves, or can clearly identify the source of the main ingredients" (Sig.
The results show that people with income less than 55,000 baht per month thought that reasonable price, peaceful and quiet atmosphere and restaurant/cafe can produce the main ingredients themselves, or clearly identify the source of the main ingredients are more important factors are. they consider before choosing to visit a general restaurant and/or cafe than people with high income more than 55,000 baht per month, which means statistical significance of 3.38 versus versus 2.49 and 2.51 versus respectively 2.23. The result shows that there are no different preferences for reasons to visit a locally produced restaurant and/or cafe between people with an income of more than 55,000 baht per month and those with a lower income of less than 55,000 baht per month .
Discussion
CONCLUSION AND RECOMMENDATION
- Conclusion
- Recommendations
- Limitations of the study
- Future Research
But people who have an income of less than 55,000 baht per month thought that reasonable price, peaceful and quiet atmosphere and restaurant/cafe can produce the main ingredients by themselves or can clearly identify the source of the main ingredients are more important factors they consider before choosing to visit a general restaurant and/or café than people who have higher incomes. The second is to understand reasons that influence customers when they choose a locally sourced restaurant and/or cafe for the restaurant owner or restaurateurs who have the locally sourced restaurants for better marketing communication to customers. In addition, the restaurant owner or restaurateurs should ask customers to provide feedback on the food and/or drink they consume directly to them.
In addition, for the restaurants or cafes in Bangkok that target customers who have a lower income per month less than 55,000 baht, they should emphasize to other three factors, namely reasonable price, peaceful and quiet atmosphere, and restaurant / cafe can produce the most important ingredients per se, or can clearly identify the source of the main ingredients, as all are more important factors that customers consider before visiting a general restaurant and/or cafe. Therefore, this should be the important message that the restaurant owner or restaurateurs of a local restaurant should focus on when doing marketing communication. Therefore, it should be communicated to customers for the reason why they can ensure good health of restaurants and/or cafe.
Therefore, it can be a focused message in the marketing communication of the restaurant and/or cafe that the ingredients came from Thai farmers. In addition, qualitative methods such as interviews should be conducted together with quantitative methods to gain deeper information about customers regarding their preferences and also recommendations for a general restaurant and/or cafe and a local restaurant and/or cafe.
34 REFERENCES
35 REFERENCES (cont.)
APPENDICES
37 Appendix A: Questionnaire
I choose a restaurant/cafe because of the type of food offered (Thai, Isan, Japanese, Korean, Western, etc.). 9) Please give your opinion on reasons that influence when you choose to visit a locally sourced restaurant and/or cafe to eat out, ranking from 1 (not important) to 4 (extremely important). Note: A locally sourced restaurant means that restaurant and/or cafe that can produce the main ingredients themselves or can identify the source of the main ingredients, eg, Coro Field Café, Oh Ka Jhu Organic Salad & Coffee, Joy Table, Vegetable Grinder, Home Fresh Hydrofarm, We Café, O-Oh Farm, Bar We Grill, DiVine, Phufa Coffee and Doikham Royal Project Shop. I choose a locally sourced restaurant and/or cafe because of high confidence in the source of key ingredients 3.
