พฤติกรรมผู้บริโภคในการซื้อเครื่องดื่มจากร้านชานมไข่มุก ที่ตั้งอยู่ในร้านค้าปลีกสมัยใหม่ ในอำเภอเมืองเชียงใหม่

Abstract

The objective of this independent study is to study about consumer behavior of purchasing drink from bubble milk tea from shop inside modern trade in Amphoe Mueang Chiangmai. The four hundred questionnaires are provided to the respondents as a tool for data collecting. Convenience sampling was used, and data was analyzed by frequency, percentage, mean, independent sample t- test and one-way Anova. The study reveals that most of the respondents of the questionnaires are 21-30 year-old women who obtain Bachelor degree and work as student/undergraduate and have less than or equal to 15,000 Baht monthly income. Most respondents of the questionnaires purchasing a medium size cup (16-18 oz.) of black bubble milk tea and frequency of purchasing is 1 -2 cups per week by take away at new modern trade shop. The preferred time to purchase bubble milk tea was between 12.01 - 2.00 pm. Their bubble milk tea purchasing aim to their fresh, and the respondents bought and paid for the bubble milk tea on their own, and the expense for bubble milk tea is 41-60 Baht per one purchasing. Moreover, their advanced search about price and promotion before decided purchase is less than 30 minutes. The highest satisfaction about after their consume bubble milk ( taste of beverage) is result in Good. So, the shop that their have ever purchased ,they would recommend others to purchase bubble milk tea.