Marketing mix affecting the decision to use fresh coffee shop services in Mueang District Lampang Province

Abstract

This study objectives are 1) to study the level of importance of marketing mix in deciding to use coffee shop services in Mueang District, Lampang Province. 2.) To study the marketing mix that affects the decision to use coffee shop services in Mueang District, Lampang Province. The sample group consisted of 385 Thai tourists who visited Shanghai, China, using a questionnaire as a tool to collect data. Statistics used in data analysis include percentage, mean, and standard deviation. and multiple regression analysis using Enter.

The results of the study found that 1.) The marketing mix that influences the decision to use coffee shop services in Mueang Lampang District, Lampang Province, ranked from most to least, is price, followed by promotion at the highest level, and personal at the highest level the process aspect is at the highest level, the physical aspect is at the highest level, the location aspect is at a high level, and the product aspect is at a high level. 2.) The results of the multiple regression test by Enter method found that marketing mix has an effect on the decision to use coffee shop services in Mueang District, Lampang Province, with statistical significance at the 0.05 level. Recommendations from the study show that products have a high influence on the decision to use coffee shops in Muang District, Lampang Province. This shows that the products are diverse. Therefore, business operators in this field should offer a variety of menus to attract them.