Thai Food consumption Consumer Behavior Foreigners and Thai Case study of the caravanserai in Songkhla province.

Abstract

The objectives of this research are 1) to study Thai and foreigner customers’ behavior on their consumption Thai food: case study big hotels in Songkhla, 2) to understand Thai food’s trends and styles in hotel section, 3) to understand factors relate to decision making on consumption Thai food. The samples of this research are 200 customers. Percentage, average and standard deviation are used for analyzing. The research finds that most of customers are women, 20-30 years old, have bachelor's degree or over, occupation is student, income is15,001-20,000 Baht, nationality is Thai. Tom Yom Kung is the most popular Thai food. Degrees of customer opinion on overall are high The degree of each factor from high to low as follow: production, price place and promotion.