Factor Affecting Decision Making on Restaurant Selection “Clean Food Good Taste Logo” in Bangkok

Abstract

The purpose of this research was to study factor affecting decision making on restaurant selection
“clean food good taste logo” in Bangkok. The survey research was carried out using questionnaires collected
data from 400 respondents. The descriptive statistics and multiple regression analysis were applied
for data analysis.
The results showed that the most of respondent were female 50.80 percent, aged 21-30 years
old 35.80 percent completed bachelor degree 32.00 percent average monthly income 10,001-20,000
baht 43.80 percent occupation employees 35.80 percent frequency of eating at the food court 1-2 times/
month 45.80 percent. The knowledge on food hygiene was classified at the high level and agreeable
attitude respectively was high level. The decision making on restaurant selection was medium level.
Hypothesis testing showed that the variable factors which significantly (p<.01) affected decision making
on restaurant selection “clean food good taste logo” were as follows: female, 21-30 year old, average