Customer Behavior of CocoBee Korean Restaurant’s Rama 3 Branch, Yannawa District, Bangkok Metropolis

Abstract

The objective of this research were to study: 1) general information about the CocoBee Korean restaurant; 2) consumer behavior towards CocoBee Korean Restaurant; and 3) the relationships between personal and marketing mix factors of consumer behavior towards CocoBee Korean Restaurant. For the qualitative research, was the owner of the Cocobee Korean restaurant and data were obtained through an interview. For the quantitative research, the sample size was calculated using the formula of unknown sample size of Roscoe, setting the confidence level at 95% and the error at 0.05. The appropriate sample size was determined to be 139, so using questionnaires for data collection. The statistics used to analyze the data were frequency, mean, percentage, standard deviation, Chi-square analysis, and content analysis. Results showed that 1) the restaurant is located in a convenient location near communities and is easy to access. The management team was divided into the reception and cooking departments. There were 2 service channels of sales: at the restaurant and online. The distinctive points were that the food was not expensive, was made with good quality raw materials and was freshly prepared. The bestselling menu item was fried chicken. 2) The sample group, the majority liked to bring family members to the restaurant during 18:01- 20:00 hrs on Monday-Friday, with the visit frequency of once a month. The main reason to go to a restaurant is the deliciousness and to enjoy a meal outside of the home. 3) The relationship between personal factors in terms of age, occupation, and income level were related to consumer behavior, the consumers’ favorite person to dine with in the restaurant to a statistically significant degree (p≤ 0.05). While all the relationship between the marketing mixes factors (7Ps) were also related to consumer behaviors to a statistically significant degree (p≤ 0.05).