The 4C’s Marketing Strategy and Service Quality Affecting Coffee Purchasing Decisions of Community Enterprises in Chumphon Province
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Abstract
The objectives of the research were 1) to study the 4C's marketing strategy that affects the coffee purchasing decision from the community enterprises, and 2) to study the service quality that affects the decision to purchase coffee from the community enterprises in Chumphon Province. The sample consists of 385 customers who purchase coffee from the community enterprises in Chumphon, selected using the Cochran formula. A questionnaire was used as the data collection tool from customers who purchased coffee from five community enterprises. The collected data were analyzed, and the statistical method used to test the hypotheses were multiple regression analysis. The results of hypothesis testing showed that the 4C’s marketing strategy and the service quality significantly affect the coffee purchasing decision of the community enterprises in Chumphon province at the 0.05 significance level, except for the cost to the consumer and reliability.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรงซึ่งกองบรรณาธิการวารสาร ไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารทดสอบระบบ ThaiJo2 ถือเป็นลิขสิทธิ์ของวารสารทดสอบระบบ ThaiJo2 หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักอักษรจากวารสารทดสอบระบบ ThaiJo2 ก่อนเท่านั้น
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