MARKETING MIX FACTORS AFFEDTING THE DECISION TO PURCHASE PRODUCT LABELS IN THE FORM OF COFFEE CUP STICKERS OF SMALL COFFEE SHOP OPARATORS IN THAILAND

Abstract

The objectives of this research are 1.) to study demographic factors that affect the decision to purchase product labels in the form of stickers for coffee cups of small coffee shop operators in Thailand; 2.) to study the level of ingredients. marketing This affects the decision to purchase product labels in the form of stickers for coffee cups of small coffee shop operators in Thailand.3.) To study the relationship between demographic factors and marketing mix that affect the decision to purchase product labels in the form of stickers for coffee cups of small coffee shop operators in Thailand. The sample population consisted of 356 small coffee shop operators in Thailand (data from food market reports in Thailand Food Industry Intelligent Center, Food Institute 2019). The research tool used in this research was a questionnaire (questionnaire) to analyze the data. From a total of 400 respondents, the research found that the majority were between 31-40 years of age, totaling 191 people. From the study, results of data analysis on the importance of marketing mix factors that affect purchasing decisions about product label formats. Coffee cup stickers for small coffee shop operators in Thailand It was found that overall, the marketing mix in terms of price It greatly affects purchasing decisions. The price marketing mix was found to have a high impact on the decision to purchase product labels in the form of coffee cup stickers of small coffee shop operators in Thailand. That is, the price is appropriate.When compared to the quality of the product marketing mix In terms of distribution channels, it was found that it greatly affected the decision to purchase product labels in the form of stickers for coffee cups of small coffee shop operators in Thailand. marketing mix In terms of distribution channels, it was found that it affected the decision to purchase product labels in the form of stickers on coffee cups of most small coffee shop operators in Thailand, that is, there are special privileges for regular customers.