Marketing Mix of Using Dao Coffee Services at Don Mueang Airport

Abstract

          This research aimed to: 1) study the marketing mix 7Ps of the usage of Dao Coffee Shop services at Don Mueang Airport, and 2) compare the marketing mix 7Ps of the usage of Dao Coffee Shop services at Don Mueang Airport classified by personal factors. This study was quantitative research with a sample size of 400 people. The research instrument used was a questionnaire. Data were analyzed using descriptive statistics, one-way ANOVA, and independent t-test statistics.

           Research findings revealed the following. 1) The marketing mix 7Ps of customer service usage at Dao Coffee Shop, Don Mueang Airport, consisted of 7 aspects. The overall average for all aspects was found to be at a high level. With consideration of each aspect, the promotion had the highest average, followed by people (employees), price, product, physical evidence, and place (distribution channels), respectively. The aspect with the lowest average was process. 2) When comparison of the marketing mix 7Ps of the usage of Dao Coffee Shop services, personal factors such as marital status, income, education level, and occupation showed no significant differences. However, gender and age showed statistically significant differences at the 0.05 level.