Behaviour and Marketing Mix That Affects the Selection Suki Teenoi Buffet Restaurant Service of Consumers in Bangkok and Perimeter

This research has objectives to study consumer behavior, and marketing mix factors that are affecting the decision to choose the buffet restaurant. The population is consumers in Bangkok and perimeter. The size of the sample is 100 people. Using questionnaires as a tool for data collection Analyze descriptive data such as frequency distribution, percentage, mean, and standard deviation and inferential data that are including Chi-Square statistics. The results on the study showed that most of the samples were women aged 20–30 years. Have a bachelor's degree with a monthly income less than or equal to 15,000 baht and most of them are students. About Suki Teenoi buffet eating habits, most consumers have a frequency of using the Tee Noi Suki buffet restaurant 1–2 times per month, preferring to use the Tee Noi Suki buffet restaurant during 19.01-21.00 hrs. On weekdays (Monday-Friday), people mostly eat at Tee Noi Suki Buffet Restaurant with friends. The purpose of eating at Tee Noi Suki Buffet Restaurant is when they want to, and most of the consumers have data sources/media to use Helping to decide to eating at Tee Noi Suki buffet is a friend. The reasons for choosing to eat are all about personal factors, such as gender, age, income, education, and occupation, which result in different behaviours in choosing to choose the Suki Teenoi buffet restaurant were different and the marketing mix factors that are affecting to the decision to choose the Suki Teenoi buffet restaurant as a whole is at the most important level, the price is the consumer's highest priority, process, product, personnel, promotion, place is inferior and for the consumers' least importance is the channels of distribution with statistical significance at the level of 0.05