The factors that influence consumers to consume seafood at Bangkok department store.

Abstract

This current study found that most of respondents were women, aged 46 to 55 years and salaries were ranged from 40,001 to 50,000 Baht. In addition, most of them preferred to go to department stores, mainly because of shopping and eating together, not just only eating or only shopping. The Leam Charoen Seafood restaurant was found to be the best known brand to these people. In terms of finding factors, the most important factor that influence consumers to consume seafood at Bangkok department store, is tasty, fresh and good texture, followed by promotion, convenient location, service, reference group, price, special occasion, reputation and cleanliness. Most respondents liked to go to the seafood restaurants because of being tasty, fresh and good texture. So maintaining these factors is crucial for entrepreneurs to be successful. Promotion is the second factor that respondents focus. Any available campaign should be promoted in easily-spotted areas for people to comprehend. Followed by convenient location, respondents like to choose the places that are convenient or close to their places such as home, office, university and village. Service is another factor that can persuade consumers to select seafood restaurants at any Bangkok store branch. Evaluation form is the tool that can understand consumers toward their provided-service. Reference group of people such as friends, families, and colleagues are one of the found factors that influence consumers to choose seafood restaurants on store branch. Therefore, review sites and social media are appropriate to improve traffic at restaurant. Pricing is a reason that consumers decided either to eat at seafood on store branch or not. Being reasonable price and value is favorable. So entrepreneurs should set their price based on their perceived value. Special occasion is also another good reason. The restaurants should offer promotions to support any upcoming events or holidays. In addition, consumers always selected the seafood restaurant based on reputation. Reviews and social media are the choice to increase more consumers. Cleanliness is the last factor found. Evaluation form, again, is a smart choice for getting feedbacks to improve the cleanliness aspect in store.