|
Factors affecting coffee consumers' behavior: a case study of consumption in Metropolitan Bangkok |
|---|---|
| รหัสดีโอไอ | |
| Creator | Chairit Thongrawd |
| Title | Factors affecting coffee consumers' behavior: a case study of consumption in Metropolitan Bangkok |
| Contributor | Wisit Rittboonchai |
| Publisher | Nakhon Pathom Rajabhat University |
| Publication Year | 2561 |
| Journal Title | Journal of Thai Interdisciplinary Research |
| Journal Vol. | 13 |
| Journal No. | 5 |
| Page no. | 48 |
| Keyword | marketing mix, consumers' behavior, coffee consumption. |
| URL Website | http://rdi.npru.ac.th |
| Website title | วารสารวิจัยสหวิทยาการไทย |
| ISSN | 2465-3837 |
| Abstract | The objectives of this research were 1) Study personal characteristics that affect the consumers' behavior inusing the services of coffee shops in Metropolitan Bangkok, and 2) Study the marketing mix factors affect theconsumers' behavior to use the services of coffee shops in Metropolitan Bangkok. A survey was conducted on 400customers selected by purposive sampling technique. The instrument of research were questionnaires qualitativeapproach. The research results found that questionnaire respondents believed that the general marketing mix factorsaffected consumers at the highest level were follow:First the consumers recognized the importance of the lighting of the shops and the convenience of the seating.(Mean = 4.56). Second consumers recognized the importance of the correct taking of orders (Mean = 4.46) andThird on the products, consumers recognized the importance of the variation of the products (Mean = 4.52).Fourthwhat affected the least on consumers was the place (Mean = 3.29). The buying behaviors of the sample groupsrevealed that the important reasons for coming to use the services of coffee shop was to use the shop as a meetingpoint at 52 percent. The frequency of the consumption was once every 2 3 days. The quantity of consumption was1 cup per day. On the relationship, at significance level 0.05, it was found that personal education characteristicsaffected the behavior of using the services at the coffee shops of consumers in Metropolitan Bangkok. |
