EFFECT OF MARKETING MIX ON QUICK SERVICE RESTAURANT (QSR) CONSUMPTION IN BANGKOK, THAILAND. A STUDY OF KFC, MCDONALD'S AND BURGER KING

Abstract

Understanding consumer buying behavior is one of the elements that helps in achieving marketing goals and winning the hearts of customers is a huge task. Hence, this study aims to determine the marketing mix that can Influence the consumption of Quick Service Restaurant (QSR) in Bangkok, focusing on McDonald’s, Burger King and KFC. A sample size of 400 customers were randomly targeted with 30 pilot tests conducted and Item-Objective Congruence (IOC) was also used to review each of the questionnaires. A quantitative analysis was an appropriate choice of the data analysis. The methodology used to analyze Effect of Marketing Mix on Quick Service Restaurant (QRS) Consumption in Bangkok, Thailand: A study of KFC, McDonald’s and Burger King is Multiple Regression. The use of the SPSS as a software was used to analyze the data adequately and in consideration, the formulation of the various charts and figures were also made in accordance with it. The results from the study can be outlined that; only PROCESS of the marketing mix significantly affected fast food consumption, the generic choice of the customers turned out to be the Burger King, as well, a significant difference was found between the choices of brands across consumption of QSR. Before any product or service can be sold, the use of marketing mix as a tool and proper communication channels is very necessary for achieving the target objectives of that organization, there exists correlation between marketing mix and consumer buying behavior. Hence, KFC, Burger King and the Mc Donald’s would now be required to rely on using the marketing mix, specifically ‘Process’ as well to build long term equity and loyalty. Thus, it can also be extended and applicable to other QSR Quick Service Restaurant in Bangkok, Thailand.