Proceedings of Annual Tokyo Business Research Conference
15 - 16 December 2014, Waseda University, Tokyo, japan, ISBN: 978-1-922069-67-2
Integrated Marketing Communication of Fast Food
Business in Bangkok Metropolitan
Chananrat Nitayo*, Somsak Kuhaswonvetch** and Nuttawut
Rojniruttikul***
The purposes of this research are 1) To study the opinion on the
integrated marketing communication of fast food business of
consumers in Bangkok metropolitan and 2) To compare the
integrated marketing communication of fast food business by
personal factors. The researcher collected data from 400
consumers who use fast food service in Bangkok metropolitan. The
research instruments were questionnaires and data were analyzed
by statistical program. Statistics for data analysis were percentage,
arithmetic mean, standard deviation while T-test and One-way
ANOVA were used to test the hypothesis. The research results were
as follows: 1) In overall, consumers agreed with the integrated
marketing communication strategy of fast food business in Bangkok
metropolitan. 2) Consumers who had different gender had different
opinion on personal selling of fast food business in Bangkok
metropolitan at statistical significance level of 0.05. and 3)
Consumers who had different age had different opinion on public
relations of fast food business in Bangkok metropolitan at statistical
significance level of 0.05.
Field of research: Integrated Marketing Communication
*Miss Chananrat Nitayo, Administration and Management College, King Mongkut's Institute of
Technology Ladkrabang, Thailand, Email : cn_neay@hotmail.com
**Assistant Professor. Dr. Somsak Kuhaswanvetch, Faculty of Agricultural Technology, King
Mongkut's, Institute of Technology Ladkrabang, Thailand, Email: kkusomsa@kmitl.ac.th
***Assistant Professor. Dr. Nuttawut Rojniruttikul, Administration and Management College, King
Mongkut's Institute of Technology Ladkrabang, Thailand, Email: krnuttaw@kmitl.ac.th