The Study of Japanese Chain Restaurant in Thailand.

The Study of Japanese Chain Restaurant in Thailand

Research Design

2

Research Method Online research

Fieldwork Period Oct 16-20, 2014

Research Area Thailand - Nationwide

Respondent Criteria Male & Female aged 16 and above

Sample Size 200 samples

Number of Questions 4 Screening questions and 6 Main Questions

Survey Content Screening

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 RestaurantQ. 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 MenuQ: What is your favorite Japanese menu? [Free Answer] [N = 200]

• Female (n = 100)• Male (n = 100)

Male (n = 100) Female (n = 100)

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• The majority of women have visited Japanese restaurant more than 6 years, while the majority of men visit around 1 – 3 years.

Japanese Restaurant FamiliarityQ: 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)

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• 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 RestaurantQ: What makes you decide to choose this Japanese chain restaurant? [Single Answer] [N = 200]

W&S Thailand Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on yimresearch.net

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W&S Thailand» 18th Floor, Two Pacific Place Building, 142 Sukhumvit Road, Klongtoey Subdistrict, Klongtoey District, Bangkok 10110 Thailand » Office phone: (+66) 26 530 411 Fax: (+66) 26 530 412» Email: [email protected]» Website: http://yimresearch.net/

The copyright of this report belongs to W&S Thailand Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Thailand Company (also include its website address http://yimresearch.net).