| dc.description.abstract | The purpose of this study were to 1) study consumer’s behaviors at on
choosing fresh coffee at restaurant, 2) investigate marketing strategies affecting the
consumer’s decision on choosing fresh coffee at restaurant, 3 ) compare personal
factors affecting the consumer’s decision on choosing fresh coffee at restaurant, at
Thai Airways International classifications on the factors for the educations will be
consumer’s decision on choosing fresh coffee of Yellow Orchid Restaurant at Thai
Airway International. The sample group was 225 Thai customer’s using the restaurants.
The questionnaire was used in this study to collect data. The statistics used this
research were percentage, mean, frequency, standard deviation, t-test and F-test.
The results showed that the men age 35 to 45 years old work as employees for
the private companies with salary of 35,000 bahts and up the reasons for having coffee
were because of the conferences and meetings. From 7:00 am until 9:00 am cost around
85 bahts/time. Consume hot coffee at least 1 cup. Cappuccino and latte are popularly
being selected among the people. Do not buy other products alongside coffee. Change
the coffee type sometimes. Other than coffee then they’ll be lemonade Anchan juice
and decide for yourself. As for the marketing strategies affecting the consumer decision
on choosing Fresh Coffee, all strategies were rated high.
According to the comparative marketing strategies affecting consumers in
choosing Fresh Coffee, it was found that sex or gender played no role in using the
restaurant. However, age affected, products, Place, Promotion, People, process of
service, and Physical with significant statistic level at 0.05. However, vocation affected,
products, Place, Promotion with significant statistic level at 0.05. However, Earnings
affected, products, price , Place, People, process of service, and Physical with significant
statistic level at 0.05 | en_US |
