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http://dspace.bu.ac.th/jspui/handle/123456789/2936
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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: | 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 |
Subjects: | Chinese restaurants Chinese restaurants -- Decision making Brand choice Consumers' preferences Brand loyalty |
Advisor(s): | Sumas Wongsunopparat |
URI: | http://dspace.bu.ac.th/jspui/handle/123456789/2936 |
Appears in Collections: | Independent Studies - Master Independent Studies
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