ปัจจัยด้านคุณลักษณะตราสินค้ากาแฟท้องถิ่นภาคเหนือไทยที่มีผลต่อการตัดสินใจบริโภคกาแฟของประชาชนจังหวัดเชียงใหม่

Abstract

Factors of Brands Feature of Local Coffee in Northern Thailand and its Effect to Coffee Consumption Decision of People in Chiang Mai Province. The objectives of this research were 1) to study the local coffee consumption behavior in northern Thailand of people in Chiang Mai Province, 2) to study the perception of brands feature local northern Thai coffee brand of people in Chiang Mai Province, and 3) to study the factors of brands feature of local coffee in northern Thailand and its effect to coffee consumption decision of people in Chiang Mai Province. A research study is a quantitative study in the type of survey. The instruments used in the questionnaire were 400 sets, using a non-probability sampling method. Using the method of purposive sampling. The sample group was people in Chiang Mai Province aged 18 years and over who consumed coffee. The statistics used in the data analyzed were frequency, percentage, mean, and standard deviation. and testing the hypothesis with inferential statistics such as the including multiple regression and correlation analysis. The results of the research showed that 1) The overall perception of brands feature from local northern Thai coffee by the people of Chiang Mai Province is at a high level. When considering each aspect in order of average values. It was found that the first priority is creating brand identity, followed by creating brand personality, creating brand positioning and creating brand image. Awareness is at a high level in every aspect, 2) The overall of brands feature that affect the decision to consume local coffee in northern Thailand are overall rated at a high level. When considering each aspect in order of average values. It was found that the first priority is creating brand personality, followed by creating brand image, creating brand identity and creating brand positioning. Consumption decisions are at a high level in every aspect, and 3) Perception of brands feature of local coffee in northern Thailand and coffee consumption decisions of people in Chiang Mai Province. The equation model was y = 1.825 + .205"X" _"1" + .118"X" _"2" + .114"X" _"3" and two variables were moderately related (R = 0.48). It was found that creating brand positioning, creating brand personality and creating brand image It affects the decision to consume coffee of the people of Chiang Mai Province. with a statistical significant level of 0.05.