ปัจจัยที่มีอิทธิพลต่อตัดสินใจเลือกใช้บริการร้านกาแฟ ในเขตวังทองหลาง กรุงเทพมหานคร

Abstract

The purposes of this research on the factors influencing on the decision making towards coffee café option were to study the behavior and the difference of personal factors that influence on of the decision making towards coffee café options in Wathonglangarea Bangkok. A tool used for collecting data was questionnaires administering to 400 samples. The results of research   revealed that the majority of case was single females, age 21 - 30 years old, the level of education was Bachelor’s degree, were employees in private companies, average monthly income between 15,001 – 30,000 baht. Regarding the marketing mix factors, the samples considered the importance of the physical characteristics, followed by place, staff, service, product, price and promotion, respectively. The differences in genders, ages, statuses, and levels of education, occupations, and the monthly income affected marketing mix factorsincluding product, price, place, promotion, process, staff, and physical characteristics. Furthermore, the differences in income have relation to the behavior, frequency, and expense rate in the decision making towards coffee café options.

Keywords

Consumer behavior1,  Service2,  Café Coffe3.