พฤติกรรมผู้บริโภคในการเลือกใช้บริการร้านชานมไข่มุกย่านหลังมหาวิทยาลัยเชียงใหม่

Abstract

The purpose of this study is to examine Consumer Behavior Towards Selecting Bubble Milk Tea Store Behind Chiang Mai University Area. Data were gathered through questionnaires completed by 300 consumers who chose to used and buy bubble tea shops in that area. Statistical methods employed for data analysis included frequency, percentage, mean, Chi-square, and One Way ANOVA. Most respondents were female, aged 20-24 years, single, with a bachelor's degree. They primarily identified as students and earned between 10,001 and 25,000 Baht, residing in the vicinity of Chiang Mai University. The study revealed that the most frequently purchased beverage menu item is bubble milk tea, prepared according to the shop's recipe. Cold drinks are popular, with a sweetness level of 75%. Customers cited the delicious and palatable nature of the products as the main reason for choosing the shop's service. Friends were identified as the primary influencers in purchasing decisions. Peak usage of the bubble tea shop occurs during the daytime (12:01–18:00 p.m.), with customers visiting 2–3 times per week. Nakame café emerged as the most commonly utilized shop. Purchases are predominantly made through the storefront. Customers expressed high satisfaction levels and indicated a definite intention to return and recommend the bubble tea shop to others. The analysis of service marketing mix factors affecting consumer behavior revealed that all factors, including products, prices, distribution channels, marketing promotions, physical Evident, personnel, and processes affect consumer behavior towards selecting bubble milk tea store behind Chiang Mai university area in a high level