ความพึงพอใจและความเต็มใจจ่ายต่อคุณลักษณะกาแฟอาราบิก้าอินทรีย์ของผู้บริโภค

Abstract

Arabica coffee is mostly consumed in the form of brewed coffee. It has a unique taste and aroma. Recently consumers pay more attention on organic products due to their ability to preserve the environment in the production process and safe to consume. Organic Arabica coffee has therefore market potential. This study has three objectives. Firstly, it is to know consumers’ consumption and purchasing behaviors for brewed coffee. Secondly, it is to know consumers’ preferences for attributes of brewed organic Arabica coffee. And finally, it is to estimate willingness to pay for attributes of organic Arabica coffee. The study focused on brew organic Arabica iced coffee. It employed traditional Conjoint analysis as main research methodology. The study interviewed 300 brew Arabica coffee consumers in 2014. These consumers were randomly selected using accidental sampling technique. Descriptive statistics was employed to analyze the consumers’ consumption and purchasing behavior. While SPSS Conjoint Program was used to analyze the consumers’ preferences for attributes of brew Arabica coffee. The results from Conjoint analysis were used to compute consumers’ willingness to pay for attributes of brew Arabica coffee. The study on consumers’ consumption and purchasing behaviors revealed that majority of consumers (54%) drank brew coffee for 1-3 glasses per week. Sixty-two percent of consumers mentioned that self-refreshing was their purpose of drinking brew coffee. Fifty-five percent of them bought brew coffee from medium size coffee shops while 63 percent of them bought it from coffee shops in the city. The brew coffee consumers (73%) preferred to buy brew coffee from coffee shops located on hillside or in the garden when they had chance. According to the sizes of brew coffee, 63 percent of consumers purchased the 16 ounce-size. Sixty-five percent of them indicated that the factors affecting their decision to by brew coffee was its taste. Surprisingly, only 46 percent of consumers knew organic coffee. However, more proportion of those who knew organic coffee were high educated ones. An analysis on consumers’ preferences for attributes of brew organic Arabica coffee showed consumers paid highest attention on price (weighted 31%) followed by size (weighted 27%), being organic coffee (weighted 24%) and type of coffee shop (weighted 18%). In details, consumers’ satisfaction would be statistically higher as price decreased or sizes of glasses increased. Especially, consumers’ satisfaction also increased when brew Arabica coffee posed an organic attribute and came from larger coffee shop. When the study computed for willingness to pay, it was found that consumers were willing to pay as much as 120.88 bath/glass when brew Arabica coffee was a non-organic type, large size (22 ounces) and bought from large coffee shop. If this mentioning brew Arabica coffee changed to organic type they were willing pay as high as 139.36 baht/glass. The results showed that consumers’ willingness to add up 18.48 bath/glass for an organic attribute of brew Arabica coffee. The study confirmed that brew organic Arabica coffee has its market potential. It is thus suggested that brew coffee shop owners should use organic Arabica coffee to serve their customers. In addition, they should also try to make story about Arabica coffee production, consumption and its environmental conservative property for the customers in order to convince them to buy more brew organic Arabica coffee.