9Ps Model Affecting to the Consumer’s Behavior of Local Brand Coffee Consumers in Muang District, Chiangmai Province

Abstract

The purpose of this independent study (1) to study the behavior of consumers in consumption of local brand coffee chains in Muang district, Chiangmai province (2) to study the significant level of 9Ps model affecting the consumer’s behavior of consumers in consumption of local brand coffee chains in Muang district, Chiangmai province. The data was collected by using questionnaires for 402 samples of consumers The statistics used to analyze data were percentage, mean, standard deviation, and Chi-Square for compare mean by statistical.
The results of data analysis for this study revealed that mostly were female, the average age of the sample were between 31 and 40 years old, employees with bachelor’s degree or equivalent, and earned income about 15,001-20,000 baht per month. The consumption of local coffee were 2–3 times per week, duration around 12 pm.-3 pm. Ice coffee were most ordered with the reason in taste of product. The expenses are about 76-90 baht and making decision by themselves.The most rated factors of 9Ps strategy that affected to the consumer’s consumption at local coffee were product (x̅ = 4.24), people (x̅ = 4.24), and partner (x̅ = 4.21) and the last important factor is promotion (x̅ = 3.43). For hypothesis testing found that the related between behavior and satisfactory of 9Ps model factors included product (sig=0.001), people (sig=0.034) and partner (sig=0.041) significantly at 0.05 level.