Factors of Brands Feture of Local Coffee in Northern Thailand and its Effect to Coffee Consumption Decision of People in Chiang Mai Province

Abstract

The objectives of this research were 1) to study the perception of brand features local northern Thai coffee brand of people in Chiang Mai Province, 2) to study the brand features that affect the decision to consume local coffee in northern Thailand, and 3) to study the factors of brand features of local coffee in northern Thailand and Its effect to coffee consumption decision of people in Chiang Mai Province. A research study is a quantitative study in the type of survey. The instruments used in the questionnaire were 400 sets, using a non-probability sampling method. Using the method of purposive sampling. The sample group was people in Chiang Mai province aged 18 years and over who consumed coffee. The statistics used in the data analyzed were frequency, percentage, mean, and standard deviation. and testing the hypothesis with inferential statistics such as the including multiple regression and correlation analysis.

The results of the research showed that 1) The overall perception of brand features from local northern Thai coffee by the people of Chiang Mai Province. It was found that the first priority is creating brand identity. Awareness is at a high level, 2) The overall of brand features that affect the decision to consume local coffee in northern Thailand. It was found that the first priority is creating brand personality. Consumption decisions are at a high level, and 3) Perception of brand features of local coffee in northern Thailand and coffee consumption decisions of people in Chiang Mai Province. The equation model was y = 1.825 + .205X₁"  + .118X₂"  + .114X₃ and two variables were moderately related (R = 0.48). It was found that creating brand positioning, creating brand personality and creating brand image It affects the decision to consume coffee of the people of Chiang Mai Province. with a statistical significant level of 0.05.