Factors influencing consumer’s decision to purchase coffee beverages in Chiang Mai Province

Abstract

This research aimed to study the factors influencing consumers' decision to purchase coffee beverages in Chiang Mai Province. The population and sample consisted of people who had consumed coffee in Chiang Mai Province. The convenient sampling method resulted in a total of 400 samples. A questionnaire was used as the data collection tool. The statistics used in data analysis included percentages, averages, frequency distributions, standard deviations, and one-way analysis of variance. Multiple regression analysis was also employed to identify predictors and create a forecast equation using the Enter method. The results revealed that most respondents were female, aged 21-30 years, and students with a monthly income of 20,001-30,000 Baht. Regarding consumer behavior (6W1H), it was found that the most popular variety of coffee was Arabica, and cold coffee was the preferred type. The main reasons for consuming coffee were to rejuvenate and reduce sleepiness. The frequency of coffee consumption was 3-4 times per week, and the most common time for drinking coffee was between 12:01 and 13:00. The average cost per coffee purchase was 51-100 Baht. Friends or co-workers were found to be influential in the decision-making process. The results of the hypothesis testing found that different occupations affect the decision to drink coffee differently at the significance level of 0.05 for consumer behavior, including the type of coffee they drink. Purpose for drinking Frequency of drinking and cost of drinking Different factors affect coffee drinking decisions at the significance level of 0.05 and marketing mix factors. It involves the decision to drink coffee at a significance level of 0.05.