The study of factors affecting opening the bakery around the area of mahidol university, phutthamonthon district, nakhon pathom province

Abstract

towards the bakery and the decisive factors affecting the selection of its products around the area of Mahidol University, Phutthamonthon District, Nakhon Pathom Province. The sample are 400 people and the research instrument was the rating-scale questionnaire, administered to investigate the expectation factors and consumer demand towards the bakery and the decisive factors affecting the selection of its products. The statistical devices used to analyze all of the data from the questionnaire were the percentage, mean, and standard deviation. The results from the expectation factors and consumer demand towards the bakery showed thatthe sample like to have the bakery decorated in a vintage style. The customer service include having some relaxing and eating areas and takeaway. The bakery hours are 09.00 am – 09.00 pm. and it should close on Wednesdays. The price of the products are between 101 - 200 baht. Furthermore, tea, coffee, chocolate, cocoa, fresh milk should be included in the bakery. From the decisive factors affecting the purchase of the bakery products, it revealed that the sample prefers eating or buying cake most. Theconsuming frequency is once a week and the products are bought for only the consumption during 3 pm. – 6 pm. About the product, the quality of the bakery must be fresh. The price is fair for the value of the product. The location of the bakery should be accessible and in the community. About the service, the waiters or waitresses must greet and welcome customers politely and happily. Moreover, the sale promotion is having the members get a discount