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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2936

Title: A Study of Factors Influencing Chinese Customers in Chinese Restaurant Choice Decision among Three Chinese Restaurant Brands including Huang Ji Huang, Lao Shan Dong, Shu Xiang Yuan
Authors: Qin Danli
Keywords: Chinese restaurant
choice decision
Multinomial logistic regression
Issue Date: 29-Jan-2018
Publisher: Bangkok University
Abstract: This research will study factors or elements that influences Chinese customers in Chinese restaurant choice decision among three Chinese restaurant brands including Huang Ji Huang, Lao Shan Dong, Shu Xiang Yuan. This research study will conduct survey in Chinese restaurant of Huang Ji Huang, Lao Shan Dong, Shu Xiang Yuan, in Bangkok, Thailand. The research is aimed to focus on customers who consume Chinese food of these three brands of Chinese restaurant. The researcher summarized the analytical results for hypothesis testing, by using Multinomial logistic regression of Marketing Mix (7Ps) (Restaurant staff, Process, Physical evidence, Product, Promotion, Price, Place), Brand (Brand awareness, Brand image, Brand recognition, Brand loyalty, Brand preference, Consumption behavior, Word of mouth, Lifestyle factors influencing Chinese restaurant choice decision among three Chinese restaurant brands including Huang Ji Huang, Lao Shan Dong, Shu Xiang Yuan.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2017
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2936
Appears in Collections:Independent Studies - Master

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