MARKETING MIX FACTORS INFLUENCING CONSUMER DECISIONS TO USE CAFE SERVICES IN HAT YAI DISTRICT, SONGKHLA PROVINCE

Abstract

This survey research article to 1) Study the level of marketing mix factors, 2) Examine consumer service behavior, and 3) Analyze the marketing mix factors influencing the service behavior of cafe consumers in Hatyai District, Songkhla Province. The research sample consisted of 400 consumers in Hat Yai District, Songkhla Province, selected through a simple random sampling method. The research instrument employed was a 5-point Likert scale questionnaire, which yielded a reliability coefficient of 0.96. Data analysis was performed using mean, standard deviation, and multiple regression analysis. The findings revealed that: 1) The overall marketing mix factors. The people aspect received the highest mean score of 4.52. 2) Consumer service behavior was overall at the highest level (  = 4.55, S.D. = .42). The behavior with the highest mean score was searching for information before choosing a cafe service. And 3) Marketing mix factors influencing the service behavior of cafe consumers in Hatyai District, Songkhla Province, included: Price, this factor had the highest regression coefficient. Follow by the physical evidence, service process, distribution channel and product. The predictive equations for the marketing mix factors affecting consumer service behavior in Hatyai District, Songkhla Province, are as follows^. = 1.443 + 0.349 (X₂) + 0.206 (X₆) + 0.132 (X₇) - 0.115 (X₃) + 0.106 (X₁)  = 0.442 (Z₂) + 0.244 (Z₆) + 0.150 (Z₇) - 0.140 (Z₃) + 0.127 (Z₁).