Integrated Marketing Communications and the Reference Group Influencing Consumer Decision of Non-Franchise Coffee Cafe in Nonthaburi Province

Abstract

This research aimed to study 1) demographic factors, 2) integrated marketing
communications and 3) the reference group influencing consumer decision of non-franchise
coffee café in Nonthaburi province. This study employed questionnaires to collect the data
from 400 samples aged over 15 years old and residing in Nonthaburi province. These samples
were selected using the Multi-stage Sampling method. The descriptive statistics used to
analyze the data included frequency, percentage, mean, standard deviation as well as the
inferential statistics consisting of T-Test, F-Test (One-Way ANOVA), and multiple regression
analysis (MRA). According to the survey results, most respondents were female, aged
between 25 – 30 years, working as a private company employee, holding a bachelor’s degree,
single and having average monthly incomes of 25,001 to 35,000 baht. The factor that mostly
affected the consumer decision of non-franchise coffee café in Nonthaburi province regarding
integrated marketing communications was advertising, followed by promotion, direct marketing,
and personal selling respectively. The percentage of the power of prediction was at 32.70.
Furthermore, the reference group that mostly affected the consumer decision of non-franchise
coffee café in Nonthaburi province was the internet users, followed by influencers, and friends
respectively. The percentage of the power of prediction was at 34.70.