พฤติกรรมในการซื้อกาแฟดริปสำเร็จรูปของผู้บริโภคในจังหวัดเชียงใหม่

Abstract

The purpose of this independent study was to study consumer purchasing behavior toward instant drip coffee in Chiang Mai province. The data was collected from people who were 18 years of age or older, lived in Chiang Mai, and used to purchase instant drip coffees within the past six months by collecting data from 385 people via online questionnaires. Then the data were analyzed using descriptive statistics including frequency, percentage, mean, and inferential statistics that were One-way ANOVA to analyze the difference of mean importance level of the marketing mix, classified by age, and average monthly income. The results of the study showed that most of the respondents were females aged between 26 – 35 years old, married status, work as company employees. Their average monthly income is 25,001 –35,000 baht and graduated with a bachelor’s degree. They are interested in the art of drip coffee. They drank 1 – 2 cups of instant drip coffee per day. The frequency of instant drip coffee drinking is 3 – 4 days per week. Also, they usually drank instant drip coffee from 12.00 p.m. to 3.59 p.m. before working at home. They usually purchased instant drip coffee in a box packaging by purchasing 1 – 3 boxes. The most popular brand that they usually bought was Cafe Amazon The reason for purchasing the band was taste liking. They bought instant drip coffee for themselves. The frequency of purchasing instant drip coffee was 1 – 2 times per month. The influence on the buying was themselves. They bought instant drip coffee from e-Marketplace. Their acquaintances or their friends were sources of information for making purchasing decisions. The cost of each purchase was about 201 – 400 baht. They bought the same brand regularly. In the short supply of instant drip coffee cases, they will not buy other types of coffee instead. Moreover, they will tend to buy instant drip coffee continuously in the future and will recommend others to buy instant drip coffee when they have the opportunity. The results of the marketing mix study showed that most respondents gave the most importance to the price aspect, followed respectively by the product aspect, the promotions aspect, and the place aspect. Considering A sub-factor of the marketing mix most respondents gave the most importance to the price aspect such as the price is appropriate for the quantity, the product aspect such as the variety of coffee roast levels such as light, medium, and dark, and having a standard system for example FDA standard, Halal, GMP, and HACCP, the promotions aspect such as salespersons have good manners and service minds, and the place aspect such as online distribution channels. Considering purchasing behavior towards instant drip coffee, classified by age, and average monthly income. It was found that there are differences on some sides such as ‘What does the consumer buy?’, ‘Where does the consumer buy?’, and ‘How does the consumer buy?’. Considering the mean importance level of the marketing mix, classified by age, and average monthly income. It was found that there are differences in every sub-factor of the marketing mix.