The Study of Japanese Chain Restaurant in Thailand

Research Design 2 Research MethodOnline research Fieldwork PeriodOct 16-20, 2014 Research AreaThailand - Nationwide Respondent CriteriaMale & Female aged 16 and above Sample Size200 samples Number of Questions4 Screening questions and 6 Main Questions Survey ContentScreening Gender, Age, Regions, Type of restaurant they visited Main Study To study the popularity and consumer behavior of Japanese Chain Restaurant in Thailand

Respondent Profile 3 ■Gender ■Regions ■Age ■Restaurant visited

Key Findings 4 ■The Most Visited Restaurant & The Most Favorite Restaurant & The Most Favorite Menu Fuji is the most visit restaurant (23.0%) and the most favorite restaurant (46.0%) for men, while Shabu Shi is the most visit restaurant (22.0%) and the most favorite restaurant (37.0%) for women. The most favorite Japanese dish is sushi regardless of gender. ■Familiarity of Japanese chain restaurant among Thai people & The frequency they visit the restaurant Japanese chain restaurants are more popular for Thai women than men. In particular, most of surveyed women have visited Japanese restaurant for more than 6 years (32.0%), while for men is around 1 – 3 years (37.0%). The majority of men and women visit Japanese chain restaurant once a month. ■Main reason Thai people choosing preferred restaurants Taste and variety of menu are the two main reasons that both men and women choose to visit their preferred Japanese chain restaurant.

Male (No. of people visit; n = 100) (No. of people like; n = 100) Female (No. of people visit; n = 100) (No. of people like; n = 100) 5 Fuji is the most visit restaurant (23%) and the most favorite restaurant (46%) for men, while Shabu Shi is the most visit restaurant (22%) and the most favorite restaurant (37%) for women. Most Visit VS Most Favorite Restaurant Q. Which Japanese chain restaurant you would like to go? [Multiple Answer] [N = 200] Q. Which Japanese chain restaurant you like the most? [Single Answer] [N = 200]

6 29% of women favorite menu is sushi, while sushi is also the favorite menu for the majority of men which is 25% Japanese Favorite Menu Q: What is your favorite Japanese menu? [Free Answer] [N = 200] Female (n = 100) Male (n = 100)

Female (n = 100) 7 The majority of women have visited Japanese restaurant more than 6 years, while the majority of men visit around 1 – 3 years. Japanese Restaurant Familiarity Q: How long you been going to Japanese chain restaurant? [Single Answer] [N = 200]

Restaurant Visiting Frequency 8 Q: How often you visit Japanese chain restaurant? [Single Answer] [N = 200] There is not much difference in visits to Japanese restaurants between male and female. Most of them often visit the restaurant once per month, with 36.0% and 34.0% respectively.

Male (N = 100) Female (N = 100) 9 Taste and variety of menu are two main reasons both men and women choose to visit their preferred Japanese chain restaurant. Main Reason for Choosing Preferred Restaurant Q: What makes you decide to choose this Japanese chain restaurant? [Single Answer] [N = 200]

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