ส่วนประสมการตลาดที่มีผลต่อพนักงานในเขตนิคม อุตสาหกรรมจังหวัดลำพูนในการเลือกร้านกาแฟ

Abstract

The objective of this independent study was to study marketing mix factors which affected employees of Northern Industry in Lamphun towards their selecting of coffee shops. The samples were 400 employees who had used services at coffee shops in Lamphun and the vicinities. The samples were conveniently selected. The data was analysed using descriptive statistics which consisted of frequency, percentage and mean, including inferential statistics to investigate the differences among the employees’ personal information, namely gender, position, and income. The results of the study showed that most questionnaire respondents were female, 26-35 years old. They worked in manufacturing section. Their average monthly income was 10,001-20,000 baht. Most respondents had Bachelor’s degree. They visited Amazon Cafe the most. They went there once a week, during weekends. The most favourite beverage was coffee. They liked to take it home. The period they used services the most was 12.01-15.00 hours. At each visit, 2-3 people bought the products. Their expense for each visit was 51-100 baht per person. The most suitable and affordable price for a cup of coffee for them was 21-50 baht. They knew about the coffee shops in Lamphun from Facebook. From the analysis of marketing mix factors, it was found that the questionnaire respondents ranked all 7 factors at the high level, in the following order: price, personnel, service process, place, physical construction and appearance, product, and marketing promotion. The first 10 sub-factors that the questionnaire respondents ranked at the highest level were as follows: the staff was friendly, the price matched the taste and quality, the products and containers were hygienic, the price list was clearly displayed, the service was fast, the shop was in a convenient location, the coffee tasted good, the staff were well dressed and well presented, there was free wifi, and the cups were attractive. From the study of the differences between personal information namely gender, position and monthly income towards the 7 marketing mix factors, it was found that the employees that had different gender and monthly income had different opinions towards product, marketing promotion, survive process, and physical construction and appearance. Employees with different positions had different opinions towards all 7 factors.