Marketing Mix Factors Affecting Beverage Purchasing Decisions SPY Café@Talad Noi of Si Phraya Polytechnic College, Iam Lao Branch

Abstract

The objectives of this research were to 1) study the marketing mix and beverage purchasing decisions at SPY Cafe @ Talad Noi of Si Phraya Polytechnic College, Iam Lao Branch, 2) compare personal factors with the decision to purchase beverages at SPY Café@Talad Noi of Si Phraya Polytechnic College, Iam Lao Branch, and 3) study the marketing mix factors affecting the decision to purchase beverages at SPY Café@Talad Noi of Si Phraya Polytechnic College, Iam La-or Branch. This research was quantitative research using a questionnaire to collect data from a sample of 74 short course students, class 208, using the sample size determination using the G*power program by selecting purposive sampling. Statistics used in data analysis included average (), standard deviation (S.D.), t-test, one-way analysis of variance, and multiple regression analysis. The results of the research found that: the marketing mix factors were at a high level ( =4.23). When considering each aspect, they were at the highest level in 2 areas: personnel ( =4.57) and service process ( =4.58) and were at a high level in 5 aspects: product side ( =4.46), price side ( =4.46), distribution channel side ( =4.41), marketing promotion side ( =4.40). Physical characteristics ( =4.50). Deciding to buy drinks SPY Cafe of Si Phraya Polytechnic College, Iam Lao Branch was at the highest level ( =4.51). Results of hypothesis testing: 2) gender, age, occupation, monthly income and different educational levels have different decisions to buy beverages SPY Cafe was no different. 3) Factors affecting the decision to purchase beverages at SPY Cafe @ Talad Noi of Ong Si Phraya Polytechnic College, Iam Lao branch had 2 factors: 1) physical and 2) the price at the significance level .05