Factors affecting coffee consumers’ behavior: a case study of consumption in Metropolitan Bangkok

Abstract

The objectives of this research were 1) Study personal characteristics that affect the consumers’ behavior in
using the services of coffee shops in Metropolitan Bangkok, and 2) Study the marketing mix factors affect the
consumers’ behavior to use the services of coffee shops in Metropolitan Bangkok. A survey was conducted on 400
customers selected by purposive sampling technique. The instrument of research were questionnaires qualitative
approach. The research results found that questionnaire respondents believed that the general marketing mix factors
affected consumers at the highest level were follow:
First the consumers recognized the importance of the lighting of the shops and the convenience of the seating.
(Mean = 4.56). Second consumers recognized the importance of the correct taking of orders (Mean = 4.46) and
Third on the products, consumers recognized the importance of the variation of the products (Mean = 4.52).Fourth
what affected the least on consumers was the place (Mean = 3.29). The buying behaviors of the sample groups
revealed that the important reasons for coming to use the services of coffee shop was to use the shop as a meeting
point at 52 percent. The frequency of the consumption was once every 2 – 3 days. The quantity of consumption was
1 cup per day. On the relationship, at significance level 0.05, it was found that personal education characteristics
affected the behavior of using the services at the coffee shops of consumers in Metropolitan Bangkok.