Factors influence to the consumer made decision for wedding plan in luxury hotel of bangkok

Abstract

This study was conduct to investigate factor influence to consumer made decision in luxury hotel. The purpose of research study, Researcher would like to examine factor of Perceived prices, Satisfaction of perceived quality, Self-concept and Social influences have influences to Behavior intention of the consumer. This research made firsts attempted to utilize factors investigate to consumer chooses wedding plan in luxury hotel. Descriptive research help researcher indicated to characteristic of consumer such as sex, age, education, income and careers of the consumer. Moreover it also helps to clarify the magnitude research of factors have mean average sequence respectively were as following; Behavior intention (mean=4.17), Perceived price (mean=3.78), Satisfaction of perceived service quality (mean=4.03), Self-concept (mean=4.00) and Social influenced (mean=4.03). From respondents sample of total 250 indicated to, the researcher found Perceived prices (0.00<0.05), Satisfaction of perceived service quality (0.00<0.05) and Social influences (0.03<0.05) factor focus to apply in hotel wedding business. Because of third factors have positive influences to the consumer made decision for wedding plan in luxury hotel from survey respondent as assumption significant less than 0.05 level (sig<0.05) In addition to, the researcher considered other factor affect to the consumer made decision. And other comment used to improve in hotel wedding business in the future. However one of factor was found self-concept, which the hotel wedding business should be weight the obstructed information, analyze and improvement to their consumer made decision.