The study of factors that impact consumer’s decision in choosing Thai Restaurant in Hanoi, Vietnam

Abstract

Over time, along with the rapid development and integration of Vietnam's economy and society into the global markets, the restaurant business market in Vietnam is especially vibrant with the appearance of many cuisines in the world. In addition to the cuisines that have been familiar to Vietnamese people for a long time such as Japanese, Korean, and Chinese restaurants, in recent years, there have been many more restaurants in Vietnam from different cultures such as Thai, Lao, Indian, Arab, etc. Therefore, the research topic “The study of factors that impact consumers’ decision in choosing Thai restaurants in Hanoi, Vietnam” will help Thai restaurant businesses understand the factors affecting consumers’ choice decision and develop an appropriate market development strategy. This study using the Theory of Planned Behavior (TPB) to investigate the determinants of Vietnamese consumers’ intention to choose Thai restaurants. The sample size for this study are 5 individuals for semi-structure one-to-one interview, 1 in-depth interview with an owner of a Thai restaurant in Hanoi and a questionnaire including demographic questions, attitude, subjective norms, perceived behavioral control, and price concern was developed and distributed to 150 people. The finding shows that most of participants are at the age of 18 to 24 years old with University level with monthly income around 6,000,000 to 15,000,000 VND. Moreover, attitude and price concern are two main factors that affecting consumers’ purchase intention. Meanwhile, the study proved that subjective norms and perceived behavioral control have no effect on customers’ intention in choosing Thai restaurants.