Service Marketing Factors Affecting Fresh Coffee Buying Behavior of Consumers in Prachinburi Province

Abstract

This research aimed to examine consumer behavior in purchasing fresh coffee among consumers in Prachinburi province. It sought to investigate the marketing mix factors influencing the purchase of fresh coffee among consumers in Prachinburi province. The sample consisted of 406 consumers who had prior experience purchasing fresh coffee and resided in seven districts within Prachinburi province. Data were collected using questionnaires and analyzed using descriptive statistics, including percentages, means, and standard deviations, as well as inferential statistics such as t-tests, one-way ANOVA, Pearson correlation coefficient analysis, and multiple regression analysis.

The analysis revealed that most respondents were female, aged between 20 and 40 years, single, holding a bachelor's degree, employed in the private sector, with monthly incomes ranging from 5,000 to 15,000 baht. They consumed fresh coffee 2-3 times per week, mostly between 9:00 and 12:00, preferring espresso due to its taste. The average expenditure per purchase was between 40-60 baht, and they made purchasing decisions independently. Marketing mix factors significantly influencing the purchase behavior of fresh coffee were ranked as follows: product, service delivery process, personnel, distribution channels, physical characteristics, price, and marketing promotion.

Statistical hypothesis testing revealed that personal factors such as gender, age, education level, marital status, occupation, and income significantly influenced purchasing behavior across all aspects at a significance level of 0.05. Additionally, all seven service marketing factors including product, price, distribution channels, marketing promotion, personnel, physical characteristics, and service delivery process significantly affected consumer purchasing behavior, also at a significance level of 0.05.