ปัจจัยที่มีผลต่อผู้บริโภคในการใช้บริการร้านกาแฟที่ ให้บริการ 24 ชั่วโมงในอำเภอเมืองเชียงใหม่

Abstract

The objective of this independent study was to study factors that affected customers towards using 24-hour-service coffee shops in Mueang Chiang Mai District. The analysis was based on marketing mix which consists of product, price, place, promotion, personnel, physical appearance, and process. The data was collected from 300 customers who used the services of 24-hour coffee shops in Mueang Chiang Mai District. The data was analysed using descriptive statistics namely frequency, percentage and mean, as well as inferential statistics which were independent sample (t-test) and One-way ANOVA (f-test) at the reliability level of 95% . The results of the study showed that most questionnaire respondents were 21-30 years old, single, and were undergraduate students or school students. Their monthly allowance was not exceeding 10,000 baht. They learned about the 24-hour-service coffee shops from friends/acquaintances. The most popular coffee shop was C.A.M.P. The products they bought the most were tea or coffee. They visited the coffee shop 1-2 times a month but the regular days they visited the coffee shop could not be identified. They visited the coffee shop during 18.01-22.00 hrs. and spent more than 1-2 hours there each time. They liked to go there with friends. The expense per visit was 101-150 baht. The reason for using the service was to study and to do group projects. The respondents ranked all marketing mix factors at the high level in the following order, with the firstly ranked sub-factors as follows. For personnel, the firstly ranked sub-factor was the staff were polite and friendly, and they had god manners. For process, the service was always up to the standard. For place, the shop was in a convenient location. For physical appearance, the place and the equipments were clean. For product, the product had good standard of hygiene. For price, the price matched the quality of the product. Lastly for promotion, the shop offered discounts for special occasions.