พฤติกรรมของลูกค้าในการใช้บริการร้านชาพะยอมในจังหวัดเชียงราย สาขาตะวันแดง สาขาสถานีขนส่งและสาขาอำเภอเทิง

Abstract

The objective of this independent study was to investigate customer behavior for purchasing the beverages in Cha Phayom shop at Tawan Daeng branch, Bus Terminal branch and Thoeng District branch, Chiang Rai Province. A questionnaire was used as a research instrument. The sample were 390 customers with prior purchase experience from Cha Phayom at Tawan Daeng branch, Bus Terminal branch and Thoeng District branch in Chiang Rai Province. The sample size was selected by using Unknown Population Model of Cochran. The questionnaire was used to collected the data from all 3 branches of Cha Phayom shop, 130 people per branch. Sample was selected using the Quota Sampling and Convenience Sampling method. The data was collected on Monday - Sunday from 7:00 am to 6:00 pm. Data were analyzed by using Descriptive Statistics to determine Frequency, Percentage and Mean, as well as inferential statistics such as One-Way ANOVA. The results revealed that most of the sample were female, aged 21-30 years old, private business owners, earned an average monthly income between 10,001-20,000 baht. The results of customer behavior in using tea / coffee shop service found that the taste was a factor influencing their decision to choose tea/coffee shop. Most of the sample drink tea and coffee daily. The frequency of the purchase was once a day during 12.00 – 18.00 hrs. The person influencing the purchase tea/coffee or use the service of the tea/coffee shop were co-workers. Iced beverage was the most popular type purchased. Green tea was the most popular drink. The amount of the purchase was between 15-35 baht per time, and the taste was the reason to repeat purchases. The study of consumer behavior purchasing the beverages in Cha Phayom shop at Tawan Daeng branch, Bus Terminal branch and Thoeng District branch, Chiang Rai Province, showed that most of the sample used the service at Bus Terminal branch. A reason for using the service at Bus Terminal branch was the taste of the drinks. They visited the branch every day during 11.00 - 14.00 hrs. Green tea was the most popular drink. Iced drinks were the most popular choice. The amount of the purchase was between 25-50 baht a time. The person influencing the purchase in Cha Phayom shop were co-workers and the taste was the reason to repeat purchases when exploring respondents’ behavior to purchase in Cha Phayom, Tawan Daeng, Bus Terminal and Thoeng District branch, Chiang Rai. In terms of Marketing Mix factors that affected consumer’s decision to purchase in Cha Phayom shop at Tawan Daeng branch, Bus Terminal branch and Thoeng District branch, Chiang Rai Province, the most influencing Marketing Mix factor was Process, followed by Price, People, Product, respectively. In terms of the service, Marketing Mix factors affecting consumer decision to purchase in Cha Phayom shop at Tawan Daeng branch, Bus Terminal branch and Thoeng District branch, Chiang Rai Province, the most influencing marketing mix factor was Place, followed by Physical Evidence, and Promotion, respectively. When analyzing sub-factors of service Marketing Mix, it was found that, for Process, the sub-factors most important to the respondents were the speed of the service. For Price, the sub-factor that the respondents focus on the most was the quality of the drink was suitable to the price. For People, the sub-factor that respondents pay most attention to was the staff, as if they were enthusiastic and willing to serve and the staff have good personality and dress well. For Product, the sub-factors that respondents focus on the most was the taste of coffee and other beverages. For Place, the sub-factors which most important to the respondents were near the community / house. For Physical Evident, the sub-factors most important to the respondents were tools / equipment were clean and in orderly. And lastly for Promotion, the sub-factors most important to the respondents were activities held on special occasions, such as during various festivals and with noticeable advertising signs. For the differences in the importance of the service Marketing Mix factor affecting the decision to purchase in Cha Phayom shop at Tawan Daeng branch, Bus Terminal branch and Thoeng District branch, Chiang Rai Province, which tested under the branch classification, there were the differences in Product, Price, Place, Promotion, Physical Evidence, and Process with a statistical significance level of 0.05.