The Influence of Corporate Image and Marketing Mix on Consumer Motives: An Empirical Study of MK Restaurants

Abstract

This paper investigates the corporate image and marketing mix influencing customer motives to consume at MK suki restaurant. Cluster sampling of 400 MK suki restaurant customers in Ubon Ratchathani Province, Thailand, included four branches as follows: Central Ubon Ratchathani, Tesco Lotus Ubon Ratchathani, Big C Ubon Ratchathani, and Big C Warin Chamrap. A questionnaire with a very high reliability coefficient (0.912) was used in this study. The statistics were descriptive, correlation coefficient, and multiple regression analysis. The multiple regression analysis results found that the independent variables correlated with customer motives at a high level (r = 0.714). The marketing mix and the corporate image  predicted 50% of the customer motives. The independent variables affecting customer motives with a statistical significance level of .01 were  marketing promotion, goods and services, distribution, employees, and atmosphere, respectively. In order to apply these results, MK Restaurant should manage their business by using these imperative strategies, such as restaurant climate, staff, and promotion activities that help to create competitive advantages and customer satisfaction. Moreover, to persuade new customers with good products and services, increasing distribution channels and corporate social responsibility are so vital, as well creating business sustainability and meeting consumers' needs.