CUSTOMER BEHAVIOR AND SATISFACTION TOWARD MARKETING MIX OF CONSUMERS IN CHONBURI PROVINCE CASE STUDY: FRESH COFFEE, AMAZON BRAND

Abstract

          The purpose of this study was to study the behavior and satisfaction towards the marketing mix of consumers in Chonburi province. Case study: Fresh coffee, Amazon brand of consumers with experience buying or consuming fresh coffee, Amazon brand. In Chonburi Province, namely Mueang District, Si Racha District, Bang Lamung District, Sattahip District Phanat Nikhom District, Bo Thong District, Ko Si Chang District, Ko Chan District, Ban Bueng District, Nong Yai District and Phan Thong, by studying demographic characteristics Consisting of gender, age, status, education level, occupation and average income per month in the study of consumption behavior, consisting of the products that are most frequently purchased, the most frequently purchased taste, the main reason for buying, the frequency of purchase per month, the purchase amount The most frequently chosen places to buy and influencers in purchasing and in the study of satisfaction towards the marketing mix In terms of product, price, location and marketing promotion, this study directly uses questionnaires as a tool to collect data from 594 samples questionnaire for the study of Statistics in Data Analysis, Average Percentage, Statistical Analysis t-test, One-Way-ANOVA and LSD.

         Satisfaction with the consumer marketing mix in four areas: product, price, location, and promotion. All aspects have a very good overall picture.