Behavior of choosing to eat food along the sidewalk at the night market Area around Phra Pathom Chedi Nakhon Pathom Province

Abstract

This research aims to: 1 ) study the behavior of consumers choosing to eat street food at the night market around Phra Pathom Chedi, Nakhon Pathom Province, and 2) compare the behavior of consumers who choose to eat street food at the night market around Phra Pathom Chedi, Nakhon Pathom Province. The sample group used in the research consists of 400 tourists and the general public who come to eat at the night market around Phra Pathom Chedi, Nakhon Pathom Province, selected through simple random sampling. The research tool is a questionnaire based on a 5- level rating scale with a Cronbach's alpha reliability coefficient of 0 . 9 7 The statistics used for data analysis include mean standard deviation, comparison of differences between males and females using the T-test for two independent samples, oneway analysis of variance, and pairwise comparison using the Least Significant Difference LSD method. The research results can be summarized as follows: 1) The overall behavior of consumers choosing to eat street food at the night market around Phra Pathom Chedi, Nakhon Pathom Province, is at a high level. When considering each aspect, it is found that all aspects, including product, personnel, physical characteristics, price, distribution channels, marketing promotion, and service process, are at a high level. 2) The behavior of consumers choosing to eat street food at the night market around Phra Pathom Chedi, Nakhon Pathom Province, varies based on different genders and ages.