Consumer Behavior in Choosing Café Service in Mueang District, Nakhon Si Thammarat Province
Article Sidebar
Main Article Content
Abstract
This research aims to 1) study the personal factors of consumers who decide to use the cafe service in Muang District Nakhon Si Thammarat Province 2) study the behavior of consumers who decide to use the service of a café in Muang District Nakhon Si Thammarat Province, and 3) To compare the level of consumer satisfaction with different marketing mixes based on different personal factors. The data were collected from 400 questionnaires. The statistical analyzes used were descriptive statistics and inferential statistics.
The results showed that most of the consumers are female, age between 20-30 years old, graduated with a bachelor's degree, monthly income between 10,000 - 20,000 baht, and they have a personal business. 2) the behavior of choosing to use cafe service in Mueang District, Nakhon Si Thammarat Province, most of them used the service at COTE x PARADAI. Popular drinks are tea types such as Thai tea, green tea, and lemon tea. Other types of food such as spaghetti, pizza, salads. Cake-type bakery such as soft chocolate cake, coconut cake, strawberry cake. Most prefer to use the service during Monday - Friday, 1-2 times per month, most consumers use the service with friends/colleagues. Cost per time 301 – 500 Baht and most consumers travel by their own cars, and 3) Marketing mix factors compared with satisfaction levels and personal factors found that gender, age, level of education, income and different occupations resulted in overall satisfaction not different.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Chang, W. J. (2020). Experiential marketing, brand image and brand loyalty: a case study of Starbucks. British Food Journal, 123(1), 209-233.
Cochran, W.G. (1953). Sampling Techiques. New York: John Wiley & Sons.Department of Business Development. (2021). Commercial registration (shops/individuals. Retrieved 2022, January 15, from https://www.dbd.go.th/news_view.php?nid=469412355
Kasikorn Research Center. (2018). Restaurant Business in Thailand, Economic Outlook No. 2075. Retrieved 2012, August 15, from http://research.kasikornreseach.com/portal/site/. (in Thai)
Kotler, P. (2000). Marketing Management. (The Millennium edition). Upper SaddleRiver, NJ: PersonPrentiec Hall.
Latukolan, J. J., Marta, R. F., & Engliana, E. (2021). When words matter: Language choices and brand building on two global coffee shop retail brands in Indonesia. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(2), 2899-2906.
Melnyk, V., Carrillat, F. A., & Melnyk, V. (2022). The influence of social norms on consumer behavior: A meta-analysis. Journal of Marketing, 86(3), 98-120.
National Statistical Office. (2011). Survey of the Elderly in Thailand. Retrieved 2016, February 26, from Source: http://www.nso.go.th/. (in Thai)
Nakhon Si Thammarat Provincial Government Office. (2022). Population statistics of Nakhon Si Thammarat Province, 2022. Retrieved 2012, August 20, from http://www.pokkrongnakhon.com/datacenter/ detail.php?news_id=3044. (in Thai)
Nakhon Si Thammarat Provincial Office of Tourism and Sports. (2022). Cafes in Nakhon Si Thammarat Province. Retrieved 2022, January 15, from https://nakhonsi.mots.go.th/more_news.php?cid=43. (in Thai)
Sianipar, C. N., & Cahyadi, L. (2022). Analysis of Factors Influencing In Purchasing Decision at Coffee Nest. International Journal of Economics (IJEC), 1(1), 112-116.
Schiffman, L. G., & Kanuk, L. L. (1994). Consumer Behavior (5rd.). NY: McGraw-Hill
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59.
Tauran, R. H., Andriani, D. R., Wahyuningtyas, A. S. H., & Isaskar, R. (2022). The Effect of Social Media Marketing on the Purchase Decision of Kooka Coffee Products using Brand Image as a Mediation Variable. Agricultural Socio-Economics Journal, 22(3), 223-232.
Tannady, H., & Nurjanah, S. (2022). The Influence of Marketing Mix and Service Quality on Purchase Decisions of Dreys Corner Coffee Products. Jurnal Multidisiplin Madani, 2(11), 4027-4034.
Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162.
Vita, S. (2011). The Coffee purchasing decision among coffee consumers in San Sai District, Chiang Mai Province. Independent Research, (Master of Business Administration), Maejo University, Faculty of Bussiness Admistration, Administration Program in Business Administration. (in Thai)
Wongnai for Business, (2022) Coffee shop business plan sample If selling coffee for 60 baht per cup, how many years does it take to pay. Retrieved 2022, January 15, from https://www.wongnai.com/articles/coffee-shop-business-plan?ref=ct . (in Thai)