Marketing Mix and consumer’s Choice of Cafe shop service in Mueang Phitsanulok District Phitsanulok Province

Abstract

The objectives of this research were 1) to study the demographic factors and marketing mix factors in selecting café services, 2) to study selecting café services, and 3) to study the relationship between demographic factors. Marketing mix factors and cafe service selection by using a quantitative research which collecting data from questionnaires with 384 samples including people in Mueang Phitsanulok District, Phitsanulok Province, aged 20 years and over. And  analyzed data by using frequency, percentage, mean, standard deviation, Chi-square and  Pearson's product moment correlation coefficient. The results found that most of samples. Were females (59.90%) , aged between 20-25 years. (60.70%), had monthly income among 5,000-10,000 baht (62.24%), had infrequently gone to café (38.2%), The samples had a high level of deciding factor in choosing the café services  The hypothesis testing results revealed the relation analysis found that sex, age and income hod on related to café selection. While, the interesting was related to café selection at 0.05 significant level (  X²= 13.816). the decision-making factors and positively relation with cafe selection at 0.01 significant level (r = 0.062).