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Abstract

Date:                                 May 11, 2011

Program:                        MIMA-International Marketing

Course name:                        Master Thesis (EFO705)

Title:                                  Consumer attitudes toward Quick Service Restaurants in Thailand: The study of influencing factors affecting purchase 

                                      making decision

Authors:                         Miss Pattaraporn Jiranyakul

                                      Miss Chitraporn Yoksvad

Tutor:                                Johan Grinbergs

Problem statement:         “What is the driving force or the reason behind the fast food consumption of the Thai consumers?” 

Purpose:                         The purpose of this paper is to “investigate Thai consume attitude toward Quick Service Restaurant (QSR) on Thai

                                      consumer choice and the most impportant marketing factors."

Method:                          This paper has applied for the quantitative method with questionnaires survey. The hypothesis testing has been

                                      fomulating in analyzing the most important factors towards Thai consumers attitudes as well as the marketing mix

                                      elements. The information of this paper is collected from the data of Malardalen University database.

Conclusion:                       Age and income in term of demographic variable are considered to be the most significant factors of Thai consumer

                                      choice on fast food consumption. Place element of the marketing mix has come to be the major factor among Thai

                                      consumers followed by product, price and promotion respectively.

Keywords:                       Quick Service Restaurant, Consumer Behavior, Culture, Demographics, and Marketing Mix (4’Ps)