ความคาดหวังของผู้บริโภคต่อส่วนประสมการตลาดของร้านกาแฟในอำเภอเมืองสมุทรสงคราม

Abstract

This independent study aimed to examine consumer expectation towards marketing mix of coffee shop in Mueang Samut Songkram district. Questionnaires were used as the tool to collect data from 350 consumers of coffee shops in Mueang district, Samut Songkram province and were distributed according to the convenient sampling method. Data obtained were analyzed by frequency, percentage, and mean. The findings presented that most respondents were male in the age of 31-40 years old and single. They worked as private company employee, earned monthly income at 10,001-30,000 Baht, graduated in bachelor’s degree, and resided in Samut Songkram province. According to the study on consumers behavior in coffee shops, most respondents came to a coffee shop daily with the reason of having a meal/snack, especially on Monday-Friday during 10.31-12.30 hrs. In each time of their visit, they spent less than 100 Baht. They mostly took eat-in services at the coffee shop. Their favorite type of coffee was Cappuccino. The most proper and convenient place to take the studied service was department store. According to the study on consumer expectation towards marketing mix of coffee shop, the finding showed that the consumers had high level of expectation towards all marketing mix factors, which were arranged in descending order as follows: product, price, place, process, people, physical evidence, and promotion. Hereafter were shown the top sub-factors which were ranked at the highest level of expectation. In product factor, the highest level of expectation was the taste of coffee. In place factor, the highest level of expectation was the appropriate location of the shop where was outstanding/easy to find. In price factor, the highest level of expectation was the reasonable price comparing to the product taste. In process factor, the highest level of expectation was the rapidity of coffee brewing process. In people factor, the highest level of expectation was the staff who was enthusiastic to serve the consumers. In physical evidence factor, the highest level of expectation was the atmosphere and the interior design of the shop. In promotion factor, the highest level of expectation was the availability of membership to get more privileges.