รหัสดีโอไอ 10.14457/TU.the.2018.406
Title A study of the factors that can influence the adoption of specialty coffee shops among Thai millennials in Bangkok
Creator Thanita Charassangraungrung
Contributor Malcolm C. Smith, Advisor
Publisher Thammasat University
Publication Year 2018
Keyword Specialty coffee ,Specialty coffee shop ,Coffee aficionado ,Thai millennials
Abstract The Specialty Coffee industry in Thailand has just recently been established in the last few years, but it can now be considered a significant phenomenon in the Thai coffee industry. The main reason for this is that there is support from both public and private organizations, including the government policies and the Specialty Coffee Association of Thailand (SCATH), and therefore, farmers in several provinces have a higher level of intention and motivation to grow specialty coffee. As a result of cultivating specialty coffee, Thai coffee farmers can produce a superior quality of coffee beans that provides them with higher incomes and also helps the value chain become more sustainable. Thus, the Research Objectives are as follows: 1) To understand the specialty coffee industry in Thailand by focusing on the evolution of this industry, the specialty coffee concept, and the current specialty coffee situation in Thailand, and 2) To determine the factors that can influence the adoption of specialty coffee shops by Coffee Aficionados, including the 7Ps Marketing mix, Consumer characteristics, External social influences, and the Consumer behaviors of Coffee Aficionados.The Research Design included exploratory and descriptive research which were conducted in order to gain insights and detailed information. The exploratory research consisted of secondary research and ten in-depth interviews. The information was validated through the descriptive research involving 170 respondents who are Coffee Aficionados.According to the key findings, the marketing mix had effects on the perceptions of Coffee Aficionados. The top three factors are P-People, P-Product and P-Process respectively. The majority of the respondents were male and graduated with a bachelor’s degree. They are currently working as an office worker with an average monthly income of 15,000 - 30,000 Baht. They prefer to visit specialty coffee shops that are recommended by their friends and family. After completing the analysis, the consumer characteristics of Coffee Aficionados could be divided into three groups, which are Coffee quality seekers, Meticulous people, and Value seekers. The specialty coffee shops in Bangkok should focus mainly on the Meticulous people because they are the majority of the people who consider themselves to be Coffee Aficionados. Meticulous people prefer to visit specialty coffee shops that have a good store concept and also have creative signature menu items available for them. Therefore, an effective marketing plan would be to capture their attention by offering these two important factors.
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บรรณานุกรม

Thanita Charassangraungrung และผู้แต่งคนอื่นๆ. (2018) A study of the factors that can influence the adoption of specialty coffee shops among Thai millennials in Bangkok. Thammasat University:ม.ป.ท.
Thanita Charassangraungrung และผู้แต่งคนอื่นๆ. 2018. A study of the factors that can influence the adoption of specialty coffee shops among Thai millennials in Bangkok. ม.ป.ท.:Thammasat University;
Thanita Charassangraungrung และผู้แต่งคนอื่นๆ. A study of the factors that can influence the adoption of specialty coffee shops among Thai millennials in Bangkok. ม.ป.ท.:Thammasat University, 2018. Print.