พฤติกรรมของผู้ประกอบการร้านกาแฟสดในการซื้อเมล็ดกาแฟคั่วของห้างหุ้นส่วนชมภูดอย

Abstract

The purpose of this independent study was to study the buying behavior of coffee shop entrepreneurs towards roasted coffee beans of Chom Bhu Doi partnership. The qualitative data was collected from the target population of 45 coffee shop entrepreneurs categorized into 3 categories 1) 22 carts 2) 14 stand alone and 3) 9 corners/kiosks which were selected by a purposive sampling technique. The data was then statistically analyzed by using frequency, percentage, mean and weighted mean. The findings of this study showed the majority of questionnaire respondents were female, 41-50 years old, bachelor’s degree holder and owning cart. The study has shown that the reason of buying was to serve the coffee to their customers. They bought roasted coffee bean from salespeople. Therefore, salespeople’s customer access method and convenience had influence on the respondents purchasing decision process. Roasted coffee beans were frequently purchased 1-2 times per month and more than 3 kilogram each. Most of the coffee beans purchased was “Arabica”. Moreover, market mix factor that influenced their purchasing decision, the highest ranking was the price. For each factor, the highest-ranking factors were as following, for product, the respondents ranked taste at the high level and ranked for the price at reasonable price for bean quality at the high level. For place or distribution, there should have sales-people represent the product at the high level. For marketing promotion, the respondents ranked additional service such as repairing training for coffee machine maintenance crew at the high level and ranked for people that the relationship with the buyer at the high level. For service procedure, the respondents ranked fast service at the high level and ranked for image of business that warranty and repayment at the high level. The study also found that some of the respondents’ complaints includes there was no samples of the product, no document that contains information about the product, no sale promotion at the high level and followed by uncompromising price, the limitation of product variety, limitation of the beans line, container etc., overdue delivery, no trading credit, no special price and the difficulty contacting, respectively.