Marketing factors affecting the consumption of Kaew Jao Jom Bakery

Abstract

This research aims to study extended marketing mix (7 Ps) affecting Kaew Jao Jom Bakery consumption. Data were collected from 420 students at Suan Sunandha Rajabhat University using valid and reliable questionnaires. Results showed that gender of respondents composed of 63.60% female and 35.50% of the sample group aged around 20-21 years old with 44% of record income around 5,000–10,000 Baht. The study revealed that 1) Product: the sample group highly agreed with bakery product varieties, followed by taste and nutritious value, 2) Price: the sample group highly agreed with reasonable price for its product quality, suitable quantity, and lower price, 3) Distribution: the sample group highly agreed with branch location near lecture rooms and a number of branches in Suan Sunandha Rajabhat University, 4) Marketing communication: the sample group moderately agreed with public relations and new product introduction via Kaew Jao Jom Bakery Facebook FanPage and the sample group highly agreed with obviously product display and product promotion, buy 1 get 1 free and a 5-baht discounted coupon with a purchase of 50 baht or more, 5) People: the sample group highly agreed with personal’s appropriate outfits with good manner, having good interaction with customers, and providing completed product information, 6) Physical Evidence: the sample group highly agreed with cleanliness and arrangement of Kaew Jao Jom Bakery Shop, and 7) Service Process: the sample group highly agreed with equality of service, appropriate service time, and service speed.