Factors of Marketing Mixed 4Es Affecting Consumers’ Decision to Choose Coffee Shop Services in Muang District, Chiang Rai

Abstract

          This research aimed to study: 1) the levels of factors of marketing mixed 4Es and the decision to choose coffee shop services, and 2) factors of marketing mixed 4Es affecting the consumers’ decision to choose coffee shop services in Muang District, Chiang Rai. Quantitative Research. The sample size consisted of 400 people. The instruments were the questionnaires and the assessment ratio with five levels, including factors of marketing mixed 4Es and the decision to choose the coffee shop services. The statistical tools used in data analysis were percentage (%), mean (), standard deviation (S.D.), and stepwise multiple regression method.

           The results showed 1) the factors of marketing mixed 4Es were at high level (mean = 4.45, SD = 0.222) and the levels of the decision to choose the coffee shop services were at high level (mean = 4.44, SD = 0.191); and 2) the factors of marketing mixed 4Es of exchange (X₂), everywhere (X₃), experience (X₁) and evangelism (X₄) affected the consumers’ decision to choose the services in overall (). Its statistical significance was at 0.01 level. The correlation coefficient was equal to 0.742. Effectiveness in the prediction was 54.6 %; and the standard deviation of the prediction was 0.129. An equation regression analysis was written in the following.

  =  1.978 + 0.224 (X₂) + 0.189 (X₃) + 0.077 (X₁) + 0.070 (X₄)