Marketing Mix Factors and Purchasing Decision of Monteno Coffee

Abstract

          This research aimed to (1) study the marketing mix factors affecting the decision to buy Monteno Coffee beans and (2) study the decision to buy them. This study employed quantitative research. The sample group consisted of 385 consumers purchasing the afore-mentioned coffee beans. The instrument used was a questionnaire; and the data were analyzed for mean and standard deviation.

           The research findings revealed that, overall, opinions on the marketing mix factors were rated at a high level. The most important factor was distribution channels, followed by product, while sales promotion ranked lowest. Regarding the product, consumers valued the strength and taste of coffee more than the attractiveness of its packaging. In term of price, appropriateness in relation to quality was considered most important, followed by clear price labeling, with being cheaper than other brands ranked lowest. For distribution channels, convenience of purchase and proximity to home or workplace were prioritized. As for sales promotion, consumers placed the greatest importance on promotional activities, followed by reward collection programs, with satisfaction guarantees rated lowest.

           Regarding coffee bean purchasing decision, the overall level was also high. The most important factor was problem recognition, followed by post-purchase behavior, while the decision-making stage ranked lowest. Within problem recognition, convenience of purchase was valued most, followed by good taste, while health benefits were least important. In information searching search stage, advertising and internet sources were preferred over past experience or inquiries with staff. During the decision-making stage, most purchases were influenced by prior purchase intentions and opinions from family or friends, whereas recommendations from sales staff were least influential. Finally, regarding post-purchase behavior, when problems occurred, consumers were more likely to stop repurchasing than to report the issue or recommend the product to others.