The factors that drive the purchase decision for the selection of restaurants and cafe's in Bangkok.

Abstract

According to the change in lifestyle, dining out becomes more popular for urbanites in Thailand. This research paper studies the factors that influence purchase intention for restaurants and/or cafes of customers in Bangkok. The objective is to help entrepreneurs to better understand customers’ needs. From the conceptual framework, there are 12 factors to be investigated that might influence the customer purchase intention for restaurants and/or cafes, which are taste, price, location, service quality, quality of food, recommendation by others, brand, the peace and quietness, type of food offered, lively and fun atmosphere, positive online reviews, and restaurant/ cafe can produce the main ingredients by itself, or can clearly identify the source of the main ingredients. The research methodology in this study is quantitative method, using online survey to collect data from 159 respondents. The research findings indicate that the food taste, food quality, reasonable price, service quality and location are the key factors that influence customers’ purchase intention for a restaurant. In addition, the researcher also found that the guaranteed high quality of the ingredients followed by high confidence in the source of the main ingredients, ensuring good health, supporting the Thai farmers who supply the restaurant, and recommendations are the important reasons that influence customers’ purchase intention when choosing to visit a locally sourced restaurant and/or café. Moreover, the researcher provides suggestions and recommendations for restaurant owners and entrepreneurs in the food business.