Restaurant or cuisine, or food stalls, is one of the most common business, ranges from world-class cuisine to local street-food vendor. Ethnic restaurant selling traditional dish from certain country in foreign country is one kind of them. As opposed to other restaurants in Taiwan, 哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯, the small Thai-ethnic restaurant serving authentic Thai-style noodles along with other famous Thai dishes, has evidently proved successful in this field. Therefore, this study is to determine which marketing mix factor(s) - 7Ps - might have influences on their customers revisited decision.
The study is conducted using qualitative research with triangulation method to collect, compare and analyze data, from three different sources: document analysis, in-depth interview, and participant observation. Each source helps each other enhancing validity of data, while abolishing biases and inaccuracy that might occur.
The results show that only product, place, physical evidence, process, and people influence customers’ decision. In addition, food taste and authenticity (product), and overall dining atmosphere such as Thai-local-style decoration and environment (physical evidence) are the most dominated influencing factors, as they provide them unique dining experience.

ABSTRACT I
ACKNOWLEDGMENT II
TABLE OF CONTENTS III
LIST OF FIGURES VI
LIST OF TABLES VII
CHAPTER 1 - INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 2
1.3 Research Questions 3
CHAPTER 2 - LITERATURE REVIEW 4
2.1 Overview of Thai Cuisine in Taiwan 4
2.2 Overview of 哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯 5
2.3 Buyer Decision Process 8
2.3.1 Need or Problem Recognition 9
2.3.2 Information Search 10
2.3.3 Evaluation of Alternatives 11
2.3.4 Purchase Decision 12
2.3.5 Post-purchase Evaluation 12
2.4 Types of Buying Behavior 12
2.4.1 Extended Decision-Making Behavior 13
2.4.2 Limited Decision-Making Behavior 14
2.4.3 Habitual Buying Behavior 14
2.4.4 Variety-Seeking Buying Behavior 14
2.5 Factors Influencing Consumer Behavior 15
2.5.1 Personal Factors 16
2.5.2 Psychological Factors 16
2.5.3 Social Factors 17
2.5.4 Cultural Factors 18
2.6 Marketing Mix (7Ps) 18
2.6.1 Product 18
2.6.2 Price 19
2.6.3 Place 19
2.6.4 Promotion 20
2.6.5 Physical Evidence 20
2.6.6 Process 21
2.6.7 People 22
CHAPTER 3 - RESEARCH METHODOLOGY 23
3.1 Methodology Design 23
3.2 Data Collection 25
3.3 Selection of Specific Restaurant to Study; 哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯 25
3.4 In-depth Interview 26
3.4.1 Interview Design 26
3.4.2 Interviewee Profile and Grouping 26
3.4.3 Interview Questions 27
CHAPTER 4 - FINDINGS AND ANALYSIS 29
4.1 Interviewees’ Responses to Dining out Frequency and General Interest of Thai-related Things 29
4.2 Interviewees’ Responses to Marketing Mix (7Ps) Influencing on Their Revisiting Decision or Willing-to-Revisiting Decision 30
4.2.1 Product 30
4.2.2 Price 31
4.2.3 Place 32
4.2.4 Promotion 34
4.2.5 Physical Evidence 34
4.2.6 Process 36
4.2.7 People 36
4.2.8 Overall of 7Ps 37
4.3 Data Analysis 38
CHAPTER 5 CONCLUSION 43
5.1 Conclusion 43
5.2 Implications for Business 44
5.3 Limitations and Future Research 45
REFERENCES 46
APPENDIX A - INTERVIEW QUESTIONS 51

Adams, W. C. (2015). Conducting semi-structured interviews. In Handbook of Practical Program Evaluation (p. 492‑505). John Wiley & Sons, Ltd. https://doi.org/10.1002/9781119171386.ch19
Ali, E. & Kerpčarová, T. (2019). Parents’ perspective of children influences in their buying behavior [Unpublished bachelor’s thesis]. Kristianstad University.
Amofah, O., Gyamfi, I., & Tutu, C. O. (2016). The Influence of Service Marketing Mix on Customer Choice of Repeat Purchase of Restaurant in Kumasi, Ghana. European Journal of Business and Management, 8(11), 102-112. https://www.iiste.org/Journals/index.php/EJBM/article/view/29783
Baškarada, S. (2014). Qualitative case study guidelines. The Qualitative Report, 19(40), 1-18. https://doi.org/10.46743/2160-3715/2014.1008
Carlson, C. (2016). The Finnish consumer’s buying behavior in relation to corporate Social responsibility [Unpublished bachelor’s thesis]. Arcada University of Applied Sciences.
Chand, S. (n.d.). Top 5 important factors influencing consumer behavior. YourArticleLibrary. https://www.yourarticlelibrary.com/marketing/consumer-behavior/top-5-important-factors-influencing-consumer-behaviour/32302
Chi, H., & Jackson, P. (2012). Thai food in Taiwan: Tracing the contours of transnational taste. New Formations, 74(74), 65–81. http://dx.doi.org/10.3898/neWf.74.04.2011
Chua, B., Karim, S., Lee, S., & Han, H. (2020). Customer restaurant choice: An empirical analysis of restaurant types and eating-out occasions. International Journal of Environmental Research and Public Health, 17(17), 6276. https://doi.org/10.3390/ijerph17176276
Clemes, M. D., Gan, C., & Sriwongrat, C. (2013). Consumers' choice factors of an upscale ethnic restaurant. Journal of Food Products Marketing, 19(5), 413–438. https://doi.org/10.1080/10454446.2013.724364
Common Team. (2018, October 15). ตามรอยเส้น กว่าจะมาเป็น ‘ก๋วยเตี๋ยว’ ตอนที่ 1: คนไทยกิน ‘เตี๋ยว’ ตั้งแต่เมื่อไหร่? [To follow the noodle history, chapter 1: when did Thai people start eating noodles?]. Common. https://becommon.co/culture/noodle-history-1/
Consumer Decision Process. (n.d.). iEduNote. Retrieved from https://www.iedunote.com/buyer-decision-process
Department of International Trade Promotion, Thailand. (2013). รายงานภาวะธุรกิจ Food Services ประเภทแผง/ร้านอาหารขนาดเล็ก (Street Stall/Kiosk) ในไต้หวัน. [Food services business report for street stall/kiosk in Taiwan]. https://ditp.go.th/contents_attach/77247/77247.pdf
Flick, U., Kardorff, E., & Steinke, I. (2004). A Companion to Qualitative Research. London, England: Sage.
Gummesson, E. (2005). Qualitative research in marketing road-map for a wilderness of complexity and unpredictability. European Journal of Marketing, 39(3/4), 309-327. https://doi.org/10.1108/03090560510581791
Hirschman, E. C. (1986). Humanistic inquiry in marketing research: Philosophy, method, and criteria. Journal of Marketing Research, 23(3), 237-249. https://doi.org/10.2307/3151482
Iglesias, M. P., & Guillén, M. J. Y. (2002). Searching for information when selecting a restaurant. Food Service Technology, 2(1), 35–45. https://doi.org/10.1046/j.1471-5740.2002.00032.x
Institute for Work & Health, Toronto. (2015, November). Primary data and secondary data. https://www.iwh.on.ca/what-researchers-mean-by/primary-data-and-secondary-data
Jangga, R., Sahari, N., & Mohd, N. (2012). Factors determining the level of satisfaction experienced by customers who visit family chain restaurants. The 3rd International Conference on Business and Economic Research (3rd ICBER 2012). http://www.internationalconference.com.my/proceeding/icber2012_proceeding/189_197_3rdICBER2012_Proceeding_PG2762_2774.pdf.
Karimi, S. (2013). A purchase decision-making process model of online consumers and its influential factor a cross sector analysis [Unpublished doctoral dissertation]. University of Manchester.
Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2014). Principles of Marketing (6th European ed.). Harlow: Pearson Education.
Kotler, P. & Armstrong, G. (2013). Principles of Marketing (Global ed.). (15th ed.) Harlow: Pearson Education.
Macfarlan, A. (2020, July 15). In-depth interviews. BetterEvaluation. https://www.betterevaluation.org/en/evaluation-options/in-depth_interviews#:~:text=An%20in%2Ddepth%20interview%20is,interviews%20with%20the%20one%20participants.
Mealey, L. (2019, February 17). 4 Important Factors When Choosing a Location to Open a Restaurant. The Balance. https://www.thebalancesmb.com/choosing-a-location-for-your-restaurant-2888635
Noble, H., & Heale, R. (2019). Triangulation in research, with examples. Evidence-Based Nursing, 22(3), 67-68. http://dx.doi.org/10.1136/ebnurs-2019-103145
Patidar, M. (2014, March 22). MBA notes - Factors influencing consumer behavior. e Notes MBA. https://www.enotesmba.com/2014/03/mba-notes-factors-influencing-consumer-behaviour.html
Prasad, R. K., & Jha, M. K. (2014). Consumer buying decision models: A descriptive study. International Journal of Innovation and Applied Studies, 6(3), 335–351. http://www.ijias.issr-journals.org/abstract.php?article=IJIAS-14-129-05
Proebst, I. (2017, August 25). How has Indian culture influenced Thailand? Culture Trip. https://theculturetrip.com/asia/thailand/articles/how-has-indian-culture-influenced-thailand/
Putra, A. N., Anantadjaya, S. P., & Nawangwulan, I. M. (2020), Customer satisfaction as a result of combination of food display & quality. Journal of Management and Business, 19(2), 23–43. https://doi.org/10.24123/jmb.v19i2
Queensland Government. (2016, Jun 21). The 7 Ps of marketing. https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/marketing-basics/seven-ps-marketing#:~:text=Physical%20evidence%20refers%20to%20everything,your%20packaging
QuickBooks Canada Team. (n.d.). Understanding consumer behavior: The four factors. Intuit. https://quickbooks.intuit.com/ca/resources/marketing/four-factors-consumer-behaviormarketing/#:~:text=There%20are%20four%20psychological%20factors,and%20attitude%20or%20belief%20system.&text=Consumers%20make%20purchase%20decisions%20every,by%20a%20variety%20of%20factors
Rani, P. (2014). Factors influencing consumer behavior. International Journal of Current Research and Academic Review, 2(9), 52–61. http://www.ijcrar.com/vol-2-9/Pinki%20Rani.pdf
Ryu, K., Hye-Rin, L., & Kim, W. G. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223. https://doi.org/10.1108/09596111211206141
Solomon, M., Bamossy, G., Askegaard S., & Hogg, M. (2010). Consumer behavior. A European perspective (4th ed.). Prentice Hall.
Soriano, R. D. (2002). Customers’ expectations factors in restaurants: The situation in Spain. International Journal of Quality and Reliability Management, 19(8-9), 1055–1067. https://doi.org/10.1108/02656710210438122
Tat, H., Sook-Min, S., Ai-Chin, T., Rasli, A., & Hamid, A. A. (2011), Consumers’ purchase intentions in fast food restaurants: An empirical study on undergraduate students. The Special Issue on Contemporary Issues in Business and Economics, 2(5), 214–221. http://ijbssnet.com/journals/Vol._2_No._5_[Special_Issue_-_March_2011]/27.pdf
Thanavisarnkajon, W., Srisatanon, P., & Kasemwutthichai, W. (2019). Factors Influence the decision of selected Japanese Restaurant in Bangkok. Journal of MCU Buddhapanya Review, 4(1), 159–168. https://so03.tci-thaijo.org/index.php/jmbr/article/view/159448/130513
The 4 Types of buying Behavior. (2021, March 11). KLEIDERLY. Retrieved from https://www.kleiderly.com/our-blog/the-4-types-of-buying-behaviour
Type of Buying Decision Behavior. (n.d.). iEduNote. Retrieved from https://www.iedunote.com/types-of-buying-decision-behavior
Tunsi, A. M. (2000). Factors associated with customer loyalty for international dining restaurants located in Jeddah, Saudi Arabia [Unpublished doctoral dissertation]. The Ohio State University.
Vainikka, B. (2015). Psychological factors influencing consumer behavior [Unpublished bachelor’s thesis]. Centria University of Applied Sciences.
Wall, E. A., & Berry, L. L. (2007). The combined effects of the physical environment
and employee behavior on customer perception of restaurant service quality.
Cornell Hotel and Restaurant Administration Quarterly, 48(1), 59-69. https://doi.org/10.1177/0010880406297246
Wilks, J. & Wilson, K. (2012). Going on to uni? Access and participation in university for students from backgrounds of disadvantage. Journal of Higher Education Policy & Management, 34(1), 79–90. https://doi.org/10.1080/1360080X.2012.642335


哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯. (2021, February 3). 各位泰粉們準備尖叫了！, 哈哈羅板橋店 , 板橋區 , 館前東路 , 63號. [Thai fans are ready to scream! Haha Luo Banqiao store, no. 63, Guanqian East road, Banqiao district] [Image attached] [Status update]. Facebook. https://www.facebook.com/hahalo55banqiao/photos/pcb.121241673208953/121241339875653/
哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯. (2020, September 3). 撒瓦低咖 , 分享起來 , 來喔來喔～準備尖叫了‼️ , 哈哈羅泰式船麵士林二店. [Sawasdee ka, share it, come on, come on, ready to scream! Haha Luo Thai Boat noodle Shilin second store] [Image attached] [Status update]. Facebook. https://www.facebook.com/hahalo55xinyi/photos/1413024912222799/
哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯. (2020, August 1). 哈哈羅（士林店）7/21試營運至今. [Haha Luo (Shilin branch) has been in trial operation since July 21st] [Image attached] [Status update]. Facebook. https://www.facebook.com/hahalo55xinyi/photos/1368029440055680/
哈哈羅55泰式船麵ก๋วยเตี๋ยวเรือ米粉湯. (2019, May 26). 歡慶哈哈羅泰式船麵滿周年. [Celebrate the anniversary of Haha Luo Thai Boat noodle] [Image attached] [Status update]. Facebook. https://www.facebook.com/hahalo55xinyi/photos/1031185440406750/