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Abstract

This study examines the impact of the marketing mix on the choices of customers from generation X and generation Y towards coffee shops in Chiang Mai that sell specialty coffee. The research investigates whether there are any variations in the service marketing mixes that influence the decision-making process of these two generational groups. By analyzing the preferences and behaviors of these customers, this study aims to provide insights into how coffee shops can adjust their marketing strategies to better cater to different customer segments. The results of this study may assist coffee shop owners and marketers in enhancing their marketing mix to attract and retain customers from different age groups. The study hypothesizes that consumers of different generation groups, add different importance to various service marketing mixes. The variables analysed were coffee history, speciality history, quality characteristic of speciality coffee, and the consumer behaviour, by using the 5-Step Buying Behaviour Model (6 W 1 H), and the Service of Marketing Mix. The population consists of generation X and generation Y coffee consumers between 43 and 57 years old (born between 1965 and 1979), and between the ages of 25 and 42 years old (born between 1980 and 1997) respectively, and who are buying customers at a speciality coffee shop in Chiang Mai. The sample of 400 customers, sharing the characteristics of the population, were selected using the random quota method. The sample were made up of 200 generation X and 200 generation Y customers. Descriptive statistics, Including percentage, means and standard deviation were used. The data were also analysed using independent t-test analysis to analyse the importance of the Service Marketing Mix on customer decision making, when comparing generation X to generation Y consumers. The majority of the generation X informants were male, married, held a bachelor’s degree and were working as company employees with an average monthly income between 30,001 and 40,000 Thai Baht. Most of the generation Y informants were female, married, held a bachelor’s degree, and were working as a company employee with an average monthly income of 20,001 and 30,000 Thai Baht. The results of the hypothesis test showed that when the service marketing mix was compared between the generation X and the generation Y groups in choosing a coffee shop in Chiang Mai that sells speciality coffee, the results were the same, but that relative importance of each variable vary between each group. There was statistical significance of 0.05 when analysing the following issues; the price of speciality coffee is suitable for the taste and quality of the coffee, the shop has a convenient location to travel to, the shops that sell speciality coffee promote and help farmers, employees are enthusiastic and willing to serve, the shop assistants are quick to serve customers when ordering products in the shop, there is adequate information about speciality coffee to learn, and the property is well ventilated.