ปัจจัยที่มีผลต่อเจ้าของร้านกาแฟในจังหวัดนครนายกในการ ซื้อเมล็ดกาแฟ

Abstract

This study aimed to examine factors affecting coffee shop owners in Nakhon Nayok province towards purchasing of coffee beans. Data collection was done by the distribution of questionnaires to 65 non-franchise coffee shop owners in Nakhon Nayok province. Data obtained were, then, analyzed by the descriptive statistics, consisting of frequency distribution, percentage, and mean. The findings presented that most respondents were female in the age of lower than 30 years old with bachelor’s degree and with average income (of the shop) at the amount of 10,001-20,000 Baht. Their shops were mostly found in a form of kiosk or small coffee shop with 1-3 staff and with seats for customers. The majority of customers revealed that their reason of purchasing roasted coffee beans was to use it for fresh roasted coffee menus. Sources of information that they learned about the product before making purchasing decision were the offering of sales from sales representative and the product enquiry to acquaintance. They made purchasing decision of the roasted coffee beans by themselves and purchased it from the retail/wholesale shops as it was convenient for them to make an order. They purchased the roasted coffee beans twice in a month. In each time, they purchased more than 3 kilograms of the roasted coffee beans. Coffee variety that they purchased was Arabica. Besides the roasted coffee beans, tea leaf or instant tea was another product that they ordered from the roasted coffee beans agent. The results of the study on factors affecting the purchase of coffee beans presented that the majority paid concern on product factor. Hereafter were shown the first concerns of each factor. The product factor was the smell of coffee bean. The place factor was the punctuality of product delivery to the coffee shop owners as agreed. The internal factor of a certain organization was the need of coffee shop owner and staff to maintain quality of coffee brewing. The promotion factor was the staff who could provide information of coffee bean professionally. The price factor was the stable price of coffee beans. The social or interpersonal factor was the relations of coffee shop owner and coffee bean manufacturer and distributor. The environmental factor was the purchase of fresh coffee beans that the coffee lovers in that certain area preferred.