Factors influencing on purchase intention in Isan restaurant of customer in Bangkok.

Abstract

According to the change in urban lifestyle, dining out becomes more popular for urbanites. Isan restaurant is known as one of the most popular in customers mind. The researcher believes that studying the factor that influence on purchase intention in Isan restaurant of customers in Bangkok would help the entrepreneurs to better understand customers need and could provide the best Isan restaurant that most satisfy customers. There are ten factors to be investigated that it might influence customer purchase intention in Isan restaurant, which are Taste, Cleanliness, Location, Atmosphere in the restaurant, Food appearance, Price, Menu variety, Waiting time, Brand, and Service. The research methodology in this study is designed to be quantitative method. The researcher uses online survey to randomly collect data from 250 respondents, but only 177 respondents had completed the survey. The data will be analyzed by using SPSS software. The research finding indicates that Taste, Brand, and Service quality are the key factors that influence customers purchase intention in Isan restaurant. In addition, the researcher provides suggestions to develop Taste, strengthen Brand, and improve Service quality for entrepreneurs who are interested in this kind of restaurant.