Marketing mix factors and electronic marketing processes that influence consumer behavior towards decision to use coffee shop service in Muang District, Phitsanulok Province

Abstract

The objective of this research is to study 1)consumer behavior in choosing fresh coffee shop services                      2) marketing strategies that affect their decision to use fresh coffee shop and 3) electronic marketing that affects consumers' decision to use fresh coffee shop services in Muang District, Phitsanulok Province. The sample used in the research was 400 people who used and used live coffee shops in Muang District, Phitsanulok province. The results    of the research found that electronic marketing that affects consumers' decision to use fresh coffee shop services were experience, exchange, everywhere and evangelism.  Five aspects of electronic marketing were marketing promotion and attention grabbing, information and assistance, guide and sales, service and support and customer retention affected the consumer's decision to use the coffee shop service in Muang District. Phitsanulok Province with a statistical significance level of .05.