ส่วนประสมการตลาดที่มีผลต่อผู้บริโภคในการเลือกบริการคาเฟ่ สุนัขในจังหวัดเชียงใหม่

Abstract

This independent study aimed to investigate the marketing mix influencing consumers' choices of dog cafes in Chiang Mai. A questionnaire was used to collect data from a sample of people who had visited a dog cafe in Chiang Mai. There were 385 cases in 6 months. The data were analyzed using descriptive statistics, including frequency, percentage, and mean, and inferential statistics, such as t-test and one-way ANOVA. Most respondents in the study were female, aged between 20 and 30 years, residing in Chiang Mai with the occupation of student and a monthly income of less than 10,000 baht. By analyzing the behavior of selecting a dog cafe service in Chiang Mai, it was discovered that most of the information was obtained from the shop's Facebook page, along with the reason for choosing the service they desired to interact with dogs. Moreover, friends influenced the respondents' decision to use the service because they were friends with the individual who wanted to use it. In addition, most of them used motorbikes for traveling, and the average costs ranged from 100 to 300 Thai Baht per user. The fee includes food and beverages. The dog cafe service is utilized at most one-time per month, and its average duration of service usage is about 30 minutes to 1 hour. The dog cafe is open from 11.30 a.m. to 2 p.m. It should be noted that most of the respondents lived in dormitories/apartments, adored the Shiba breed, and could use the service at the same shop if satisfied, with the dog's breed being the determining factor in whether to use the service. The Chiang mai province study of marketing mix and behavior influencing consumers in choosing a dog cafe service discovered the mean level of effectiveness of the marketing mix in selecting a dog cafe service. Physical evidence is the most valuable, followed by people, place, process, promotion, product, and price. When the data was analyzed by occupation, it was discovered that some marketing mix sub-factors diflered in the product, price, place, promotion, process, and physical evidence. When the data was analyzed by monthly income, some sub-factors of the process marketing mix differed.