Factors Related to Behaviour Trend of Roasted Coffee Consumers

Authors: Anocha Kimkong

Abstract:

The purpose of this research was to study the behavior trend factors of consumers to roasted coffee at the petrol station on the route of Rangsit to Nakhon Nayok. The research drew upon data collected from the regular consumers of roasted coffee stands. The majority of respondents was male, 33-39 years old, and holding a bachelor degree. The majority of respondents considered themselves private business proprietors or entrepreneurs and had a monthly income of between 10,000-16,000 baht. The regular coffee consumers spent a minimum coffee expense of between 45 and 300 baht per day. These consumers also displayed good attitude and good motivation which can be ranked as very high. From the hypothesis testing of the behavior trend for the roasted coffee consumers in repurchasing coffee and recommended the coffee to others, the findings revealed that it had a significant correlation. Moreover, the overall attitude towards the marketing mix factors also had a significant correlation with the behavior trend consumers.

Keywords: Factors Related, Consuming Behaviour, Coffee Consumers.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1335560

References:

[1] S. Kanmunee. How well do you know about coffee?, Bangkok: Dokyah, 2003.
[2] Kasikorn Bank Research Center. 2001.
[3] W. Kritsakorn, “Thailand Tour with “Guru” Nakhon Nayok.” (Second published). Bangkok: documentary under Virayahthurakit, 2001.
[4] P. Kotler, “Marketing Management”. Millennium Edition: Prentice Hall, 2003.
[5] S. Serirut, et al., “Modern Marketing Management.,”Bangkok: Thamasarn, 2003.
[6] L.G. Shiffman and L.L. Kanuk, “Consumer Behavior,” New Jersey: Prentice –Hall, 1994.
[7] R. Orawan, “Expectation and behavioral trend to roasted coffee consumer, route Bangkok to Petcheburi”. Master of Business Administration, Marketing, Srinakarin Virot University, 2004.
[8] W. Phusadee, “Production factors that affect green tea consumer in Bangkok”. Master of Business Administration, Marketing, Srinakarin Virot University, 2003.