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«VOLUM E 1 1, N UM B E R 1 I S SN 2 1 6 8 - 0 6 1 2 F L ASH DR I V E I S SN 1 9 4 1 - 9 5 8 9 ON L I N E T h e In s t it ut e f o r Bu s i n e s s an ...»

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This research suggests that the future research should consider on consumers’ attitude towards food styling that can add more money value on the Thai Food or not. The consumer is willing to either pay more for the beauty of the food, or not. Also, what are the most important factors when considering on eating? The results of the future research will benefit the restaurant business owners to be able to understand and satisfy the consumer’s needs.

KEYWORD: Food Design, Thai Dishes, and Thai Restaurant JEL: A10, A30

INTRODUCTION

Thai food serves as the national dish of Thailand, which has a long history, unique, different from other people. It is also a well-known and acceptable from foreigners. The key components of Thai food are mainly vegetables, herbs, spices and meat. A foreigner in a healthy diet, tasty and inexpensive, knew Thailand. The world's largest travel web site name Lonely Planet has conducted a survey on the topic “if you could travel to any city in the world purely for the food, where would you go?” the survey found Bangkok is one of the great people that tourists want to go for foods (Andy, 2011). The researchers assumed the worth of meals problem in Thailand that cost is not very high compared to the benefits and nutrients received. Thus there is a need to think of ways to add value to the Thai national cuisine. Research conducts to Entrepreneurial education restaurant with the capacity and needs of skills and knowledge in interior design to add value to the pool design plate on the tourist attraction in Thailand. The information and guidance of food business operators should improve to add value their products. There also is a professional approach to the newly emerging countries. Professional designers Food (Food stylist) to enable people to this group recognizes the importance of design and higher value from the dishes themselves, decoration and also as a guide for the college student or are studying in class of B.A. had the opportunity to learn the cuisine and decor, food is increasing. The group of people, who are interested in food, has introduced the concept and the data acquired is useful and can increase the value of Thailand's national dishes, too. Hawkins et al. (1998) divided ideas in the four types as below Actual self-concept is what we are today.

Ideal self-concept is the people we would like to be.

GCBF ♦ Vol. 11 ♦ No. 1 ♦ 2016 ♦ ISSN 1941-9589 ONLINE & ISSN 2168-0612 USB Flash Drive 399 Global Conference on Business and Finance Proceedings ♦ Volume 11 ♦ Number 1 Private self-concept is that we want to be.

Social self-concept is that we will be seen as someone else or how we want others to see.

Although Assael (1998) describes the concept of the self that depends primarily two reasons: the desire to give us achieves a permanent (Self - consistency) by trying to behave in line with the concept of self. It is the same old clothes, diesel cars and spent quietly at home. Another is the desire to increase their own prestige (Self - esteem) as a reaction by their own ideals (Ideal Self), which will enhance their dignity by pulling himself closer to his ideal self. Costa Magoulas (2009) study of color affect the decision to buy the food (How color affects food choices) that colors have a great influence on the industry. Employees need to understand how food preparation, presentation, and collaboration between colors and flavors to impress visually to customers since the first sighting. Therefore, understanding consumer behavior is influenced by the style of life. You should study the various factors that affect those behaviors. These factors are external motivation and intrinsic motivation. The factors that are external motivation in the sense that it is the social and demographic factors, cultural subcultures demographic reference group, family and study the internal motivation and awareness, learning, memory, motivation, personality, emotional attitudes to come to an understanding of consumer behavior more.

METHODOLOGY

The samples in this research were restaurant owners in Bangkok. Questionnaires were used as a tool to conduct a survey in which 200 people had responded to the questionnaires. The instrument used to collect descriptive study was a questionnaire (Questionnaire) with closed-type questions. The project is divided into five parts, namely the question. The first is the demographic characteristics of respondents, including gender, age, marital status, monthly income during the opening the restaurant features seats with a choice question (Check list). The second is about the general behavior of the service to consumers. It is a choice question (Check list). The three is about the ability and skills to design and decorate dishes. It is a choice question (Check list). The fourth is on the review of the decorative plates for patterns and ways to enhance their knowledge and skills for the decoration of dishes. It is a question of rating scales with five levels (Rating scale) according to the Linker’s scale. The five is open-ended questions (Open- ended Questionnaire) by giving respondents the opportunity to comment on the capabilities and needs of the knowledge and skills to design and decorate dishes. To add value to the pool plate Thailand. The problems and suggest ways to improve and fix it. The data was analyzed as percentage, mean and standard deviation using the SPSS program.





RESULTS AND DISCUSSIONS

The results from the 200 responders were: 1) Most of the responders were female, age 21-24 years of age, single, Bachelor degree holder, monthly income between 10,001 - 15,000 Baht, working in regional and traditional restaurant type, open between morning until evening, had 10 – 20 seats, working as business owner with 1-5 years of working experience. 2) The general service behavior in convenience was 4.31 on average; in coordination were 4.32 on average; in courtesy were 4.35 on average; in information were 4.42 on average; in service quality were 4.37 on average; in cost were 4.01 on average. 3) The food styling ability was 4.16 on average and the food styling skill was 3.86 on average. 4) The food styling in price was

4.00 on average; in patterns were 3.90 on average; in the ways of increasing food styling knowledge and abilities were 3.85 on average. 5) Responders’ opinions on Food styling abilities and skills were the price of the decorating ingredients shouldn’t be high and should be able to eat with the meal; the most important parts of food business is focusing on food cleanliness and food taste; increasing the food price causes the limit of target groups which is the high income people can only spend the money on expensive food; food styling should be a universal style which can apply to any types of foods. Food styling techniques can be learned from the Food Advertising pictures. Responders would like to attend the Food styling class and cooking class.

GCBF ♦ Vol. 11 ♦ No. 1 ♦ 2016 ♦ ISSN 1941-9589 ONLINE & ISSN 2168-0612 USB Flash Drive 400 Global Conference on Business and Finance Proceedings ♦ Volume 11 ♦ Number 1 Table 3.1 Shows the Mean ( X ) and Standard Deviation (S.D.) of the Decorative Plate on Price

–  –  –

Table 3.1 found that decorated the dish price.

Overall in the study When they are considered sorted by average of descending found to have an average height are the one who said, "Decorative plates beautifully add value to food" ( X = 4.17, SD =.846), followed by Article 3, " customers like the taste of the food rather than the beauty of food" ( X = 4.10, SD =.835) and the lowest average including the four that. "Do you think you can raise the price of food as you want whenever you want" ( X = 3.79, SD = 1.050)?

Table 3: 2 Shows the Mean ( ) and Standard Deviation (S.D.) of the Decorative Plate is the Guidelines for the Development of Knowledge and Skills for the Design

–  –  –

Table 3.2 found that decorated the plate is the guidelines for the development of knowledge and skills for the decoration of dishes.

Overall in the study When it is considered sorted by average of descending found to have the highest average including Article 19 that "you want to learn more about your customers. To understand the customer's needs in order to develop your store "( X = 3.91, SD = 1.005), followed by Article 18 that" you want participants to design a very creative way to increase revenue "( X = 3.90, SD =.980) and the lowest average, including Article 16, which says, "you need more knowledge on the design Fast Food" ( X = 3.78, SD =.958).

CONCLUSION

The findings restaurant had on the capabilities and needs the skills and knowledge to design and decorate dishes to add value to the pool design plate. The attraction can be discussed in the following. 4.1 Operators GCBF ♦ Vol. 11 ♦ No. 1 ♦ 2016 ♦ ISSN 1941-9589 ONLINE & ISSN 2168-0612 USB Flash Drive 401 Global Conference on Business and Finance Proceedings ♦ Volume 11 ♦ Number 1 restaurant decorated with knowledge and know the benefits of dishes, but the lack of skills in design. They do not see the importance of good food compared with Cleanliness and taste. There were also commented that the decor, food and increase food prices will restrain group of customers with higher incomes alone.

4.2 Forms and ways to enhance their knowledge and skills for the decoration of dishes to add value to the food dish Thailand. The study found that Respondents to learn more about the customer. In order to understand their needs and can bring development shop. There also needs to participate in a creative workshop designed to increase revenue. This research suggests that the future research should consider on consumers’ attitude towards food styling that can add more money value on the Thai Food or not. The consumer is willing to either pay more for the beauty of the food, or not. Also, what are the most important factors when considering on eating? The results of the future research will benefit the restaurant business owners to be able to understand and satisfy the consumer’s needs.

REFERENCES

Andy Murdock. (2011). If you could travel to any city in the world purely for the food, Where would you go? (Online). Available at http://www.lonelyplanet.com/.

Assael, H. )1998(. Consumer Behavior and Marketing Action 6th edition. New York:

International Thomson Publishing.

Costa Margoles. )2009(. How color affects food choices. Thesis: University of Nevada, Las Vegas.

Engel, James F. Blackwell, Roger D. Miniard, Paul W. )1993(. Consumer Behavior. 7th ed. Fort Worth:

The Dryden Press, Inc.

Gastón Ares and Rosires Deliza. )2010(. Studying the influence of package shape and Color on consumer expectations of milk desserts using word association and Conjoint analysis. Journal of Food Quality and Preference, 21(8), December 2010, p. 930–937.

Hawkins,D.I,Best R.J.& Coney,K.A. )1998(. Consumer Behaviors:Building Marketing Strategy. (7th ed). Boston, MA:McGraw-Hill. p.27.

H. Kildegaard, A. Olsen, G. Gabrielsen, P. Møller, A.K. Thybo. )2011(. A method to measure the effect of food appearance factors on children’s visual preferences. Food Quality and Preference 22, p.763–771.

Hoyer, W.D. and MacInnis, D. )1997(. Consumer Behavior. Boston, MA: Houghton Mifflin.

I. Jáuregui-Lobera and P. Bolaños Ríos. )2011(. What motivates the consumer's food Choice? Department of Bromatology and Nutrition, Pablo de Olavide University, Seville, Spain.

Loudon, Daavid & Della Bitta Albert J. )1988(. Consumer Behavior. Concepts an Applications. Third edition. McGraw-Hill Book Co. Singapore.

Marie¨ lle E. H. Creusen and Jan P. L. Schoormans. )2005(. The Different Roles of Product Appearance in Consumer Choice. Journal of Product Innovation Management, 22: p. 63–81.

Nazlin Imram. )1999(. The role of visual cues in consumer perception and acceptance of a food product.

Nutrition & Food Science, Vol. 99 Iss: 5 p. 224 – 230.

Peter J. Paul and Olsen Jerry C. (1990). Consumer Behavior and Marketing Strategy.

2nded. Homewood, Illinois : Richard D. Irwin.

GCBF ♦ Vol. 11 ♦ No. 1 ♦ 2016 ♦ ISSN 1941-9589 ONLINE & ISSN 2168-0612 USB Flash Drive 402 Global Conference on Business and Finance Proceedings ♦ Volume 11 ♦ Number 1 Philip Kotler. (2003). Marketing Management, 11th ed. USA: Pearson Education. p.184. _____. (2000).

Marketing Management- The Millennium Edition. 10th Edition, Prentice Hall.

Pires Gon_calves, Ricardo. (2008). Consumer Behavior: Product Characteristics and Quality Perception. (Online). Available at http://mpra.ub.unimuenchen.de/11142/.

Ravindra Chitturi. (2009). Emotions by Design: A Consumer Perspective. International Journal of Design: SPECIAL ISSUE ON DESIGN & EMOTION, 3(2), p.7-17.

GCBF ♦ Vol. 11 ♦ No. 1 ♦ 2016 ♦ ISSN 1941-9589 ONLINE & ISSN 2168-0612 USB Flash Drive 403 Global Conference on Business and Finance Proceedings ♦ Volume 11 ♦ Number 1

SOCIAL ENVIRONMENT AND DECISIONS, FACTORS

IN ORGANIZATIONAL BEHAVIOR IN A BUSINESS

SCHOOL IN MEXICO

Eduardo Alejandro Carmona, Universidad Autónoma de Zacatecas

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