Factors related to the decision to buy premium coffee gas stations, consumers in Ayutthaya province

Abstract

The purposes of this research were : 1) studying the personal factors of coffee consumers premium gas station in Ayutthaya province, 2) studying the marketing mix of premium coffee at a gas station in Ayutthaya, 3) the decision to buying coffee premium gas station in Ayutthaya province ,4) to studying the relationship between the individual factors on the decision to buy coffee, premium gas station in Ayutthaya province ,and 5) to studying the relationship between marketing mix with deciding to buy premium coffee in a gas station in Ayutthaya province. The samples were to consumers who enter the job the shuttle back and buy coffee premium gas stations a total of 29 and 406. They used in this research are statistics used to analyze data the frequency, percentage, mean, standard deviation and the Chi-Square data were analyze using a computer program. The results showed that: 1) most consumers were to female between the ages of 20-30 years of undergraduate study private employees. The average income per month 20,001-25,000 baht, 2) analysis of the data will be relating to the marketing mix used in the decision to buy premium coffee overall, consumers were already seeing a high level. The first two items in order from most to least find that the side with the highest mean score. The distribution channel, followed by the physical price of the product. Promotion marketing provider and the average minimum was personnel. 3) the decision was to buying premium coffee at the gas station of consumers. Most were intending to intend to drink coffee the espresso, because reasonable pricing. The coffee will has tasted smoother most coffee once a day, each 1 cup of coffee at a time, which pays less than 100 baht by buying time 12:00 to 14:00 pm during uncertain. Most choose to used, because it will have been sample parking and comfortable. The coffee shop was offers Wi-Fi / internet free, 4) the relationship between personal factors, the decision was to buying premium coffee at the gas station, consumers in Ayutthaya province were finding to be relate and the statistical was significance level, and 5) the relationship was between marketing mix with the decision to buy premium coffee at the gas station, consumers in Ayutthaya province found to be related, the statistical significance level .05.