THE MARKETING FACTORS AFFECTING CONSUMER DECISION MAKING AND USING CAFE USING CAFÉ AMAZON SERVINCE IN PTT GAS STATION, KANCHANABURI PROVINCE

Abstract

The Objectives of this research article were to: 1) study the marketing factors affecting the consumption decision and use of the service of Fresh Coffee Cafe Amazon in PTT gas stations, Kanchanaburi Province; 2) study the comparison of market factors with Effect on decision to buy coffee from Cafe Amazon in PTT gas station, Kanchanaburi Province. The sample group used in the research was the working population. or travel routes in Bangkok for 400 people. The instrument used to collect the data was a questionnaire of a 5-level estimation scale. The statistics used for data analysis were frequency, percentage, mean and standard deviation. and testing the hypothesis, analyzing the data by determining the t (t-test) and the F-test or the One Way ANOVA value. The results showed that 1) marketing factors affecting the decision to choose the consumption and use of the shop Fresh Coffee Cafe Amazon in PTT gas station, Kanchanaburi province Overall, it is at the highest level. When considering each aspect, it was the personnel aspect, followed by the service process. marketing promotion distribution channel in terms of products, price and physical characteristics, respectively. 2) The results of a comparative analysis of marketing factors affecting the decision to choose and use the service of coffee shop, Cafe Amazon in PTT gas station, Kanchanaburi province. Classified by personal information found that classified by gender, by age, by status Classified by the highest level of education Classified by average monthly income No difference. As for the classification by occupation, it was found that the price and personnel aspects were significantly different at the .05 level