INFLUENCE OF MARKETING FACTORS ON DECISION MAKING TO BUY FRESH COFFEE DRINKS FROM CONVENIENCE STORES IN BANGKOK

Abstract

The Research aimed to study the demographical factor affecting the decision-making to buy fresh coffee drinks from convenience stores in Bangkok and to study the factor of marketing mix which has influence on the decision-making to buy fresh coffee drinks from convenience stores in Bangkok. The Researcher has collected the data from 400 Probability Sampling by Stratified Random Sampling by using questionnaires as research tools such as questionnaires, data analysis. using descriptive statistics consumers who bought fresh coffee drinks from convenience stores as the research tools, including percentage, mean and standard deviation, using statistics t-Test, F-test Pearson’s Product Moment Correlation Coefficient and Multiple Regression Analysis.    According to the research result, it is found that the majority of questionnaire respondents were female aged between 34-41 years old, unmarried, having a bachelor’s degree or equivalent, working as general workers or company employees and earning a monthly income of 15,001-20,000 Baht.  According to the result of hypothesis testing, it is found that the demographical factor including marital status, educational level, occupation and income, affected the decision-making to buy fresh coffee drinks from convenience stores in Bangkok with statistical significance of 0.05; meanwhile, the factor of marketing mix which has influence on the decision-making to buy fresh coffee drinks from convenience stores in Bangkok including products (Sig = 0.000***), marketing promotion (Sig = 0.000***), personnel (Sig = 0.023*), process of service provision (Sig = 0.001**) and physical (Sig = 0.017*) characteristics had statistical significance of 0.05 and the influence had the efficiency of 77.90%.