The Factors Affecting Coffee Consumption Behavior of Thai Premium Brand Coffee Shops in Bangkok

Abstract

his research aimed to study the factors affecting consumer behavior regarding Thai premium brand coffee shops in Bangkok Metropolitan area. The sample consisted of four hundred of the Thai premium brand coffee shops. The sampling was chosen by random sampling method and a questionnaire was used as the research instrument. The statistics used in data analysis included percentage, mean, and standard deviation. The hypotheses were tested by using T-Test, One Way analysis of variance and the Pearson product moment correlation coefficient.

From the hypothesis testing, it was found that different demographic characteristics which were sex, age, occupation and average income affected the behavior of Thai premium brand coffee shop at statistically significant level of 0.05

The social factors in terms of reference groups, motivational factor in emotion and marketing mix factors in term of price, personnel and physical characteristics were correlated at low level in the same direction with the amount spent for the service at a statistically significant level of 0.05, The motivational factors in terms of reason and marketing mix factors in terms of product and the place of the service were correlated at low level in the same direction with the trend of service at statistically significant level of 0.05, The marketing factors in terms of process were correlated at low level in the opposite direction with the trend of service at statistically significant level of 0.05