The Influence of Marketing Mix Factors on Consumers’ Decision to Use Café Services in Lat Krabang District, Bangkok

Abstract

This research aims 1) to study the level of opinions towards the decision to use cafe services of consumers in Lat Krabang District, Bangkok and 2) to study the influence of marketing mix factors on consumers' decision to use cafe services in Lat Krabang District, Bangkok, that is, 400 consumers who have used cafe services in Lat Krabang District, Bangkok, were selected using a simple random sampling method, a questionnaire was used as the survey tool, the statistics used in the analysis were percentage, mean, standard deviation (SD) and multiple regression analysis.

          The research results found that consumers have opinions on the overall marketing mix factors at a high average level, when considering each aspect, it was found that the product factor had the highest average value and was at the highest level. Next, physical characteristics and marketing promotion had the lowest average values, at a high level, factors in deciding to use cafe services of consumers in Lat Krabang District, Bangkok. The research results found that consumers have a high level of opinion on their decision to use the services, when considering each aspect, it was found that the aspect of evaluation after using the service had the highest average value, at the highest level, followed by the aspect of decision to use the service, at a high level, and the aspect of evaluation of alternatives, at the lowest average value, at a high level. The influence of marketing mix factors on consumers’ decision to use cafe services in Lat Krabang District, Bangkok It shows that product factors, marketing promotion factors, physical characteristics factors, and process factors have a statistically significant effect on the use of cafe services by consumers in Lat Krabang District, Bangkok at the .01 level.