พฤติกรรมผู้บริโภคในการซื้อเมล็ดกาแฟคั่วในจังหวัดเชียงใหม่

Abstract

The objective of this study was to study behavior of consumer by collect data using questionnaires from buyers of roasted coffee beans from coffee shops in Chiang Mai for home consumption. Within a period of 1 year, a total of 385 cases were analyzed using descriptive statistics such as frequency, percentage, mean, and inferential statistics using t-test The study found that most of the respondents drank 2 cups of coffee per day, bought Arabica roasted coffee beans. Roasted coffee beans have a unique flavor, sour, fruit, and it must have consistent quality at medium roasting level. They tend to buy the beans that are grown in the country. The reason is because they already have coffee maker device at home and prefer to brew coffee by themselves rather than buy from the store. Each purchase of roasted coffee beans is around 250-500 grams in the price range of 301-500 baht. They buy less than 1 time per month. Roasted coffee beans are aged for about 1-2 weeks after roasting. They preferably buy roasted coffee beans at coffee shops or cafes in Chiangmai. The respondents were always wanting to try new kind of beans. The results of the study found that the respondents gave the most importance to products, followed by price, distribution channels, and marketing promotion respectively. When considering the highest averages factors, in terms of product, the factor is the variety of roasted coffee beans. In terms of price, the factor is there should have various payment methods, both cash and online. In terms of distribution channels, the factors are they have online shop, and in terms of marketing, the factor is they give advice or consult how to use the product. When considering the average importance level of the marketing mix, classified by gender, it was found that there are differences in some factors of the product and distribution channels but not differ in other aspect of price and marketing.