CONSUMER BEHAVIOR AND MARKETING MIX FACTORS AFFECTING DECISIONS TO PURCHASE COFFEE FROM AMAZON CAFÉ OF CONSUMERS LIVING IN BANGKOK AND VICINITY

Abstract

The research aimed to investigate the personal factors, consumer behavior, and market mix factors that affecting the decision to purchase coffee from Amazon cafés of consumers living in Bangkok and vicinity. The population used in this research was consumers who currently buy coffee or previously bought coffee from Amazon Café and lived in Bangkok and its vicinity. A questionnaire was used to collect data from 422 samples using purposive sampling methods. The analyzed data using frequency, percentage, mean, standard deviations, and hypotheses were tested using t-tests, one-way ANOVA, and multiple regression analysis.

The results found that the difference of personal factors including age, occupation, level of education, and average monthly income, significantly affect the decision to purchase coffee from Amazon cafés of consumers living in Bangkok and vicinity at the statistical significance level of 0.05. The majority of consumers visited Amazon café more than once per month, visited the service on Monday to Friday, most opted for the service in person. The reason for entering the service is because they love the taste. The type of drink you choose to eat is green tea, the type of snack you choose to eat is bakery, the channel to follow the news is the Facebook fan page, and if there is another opportunity in the future, will decide to come back to the service. Moreover, the marketing mix factors such as products, prices, place and promotion significantly affect the decision to purchase coffee from Amazon cafés of consumers living in Bangkok and vicinity at the statistical significance level of 0.05, with a forecast power of 68.2 percent.