A STUDY OF MARKETING MIX FACTORS AND BEHAVIORS OF FRESH COFFEE DRINKERS ALL CAFÉ COFFEE SHOPS IN NAKHON SAWAN PROVINCE

Abstract

         This research paper examines the marketing mix factors and consumer behavior of All Café s in Nakhon Sawan Province. The objective is to know the personal factors of consumers that affect the satisfaction of using the service and to know the behavior of consumers that affect the satisfaction of using the service. The sample group in this research paper is a group of 400 All Café people living in Nakhon Sawan province by questionnaire as a research tool. The statistics used to analyze the data are frequency, percentage, mean and Standard deviation for hypothesis testing, T - test and One Way Anova were used. The research results were found that Most consumers Being more female than male They are between 36 - 50 years old. Most of them work in private companies. With monthly income between 20,001 - 30,000 baht Most consumers prefer to consume coffee, Espresso, Americano, Latte, Chocolate, Mocha, etc. The reason they choose to use the service is to love the taste of the drink. The cost per visit is 51 - 100 baht. The most popular time to use the service is between 12.01 - 18.00 hrs. The nature of the service is that consumers prefer to take home. The results of this study benefit the coffee shop operators. To know the factors of marketing mix or consumer needs that affect the selection of All Café s, which can be used to apply the research results or to improve the business and set planning guidelines. And set marketing strategies for the coffee shop business effectively to increase the ability to make the business develop continuously.