Consumer Behavior of Fresh Coffee in Sansai District, Chiang Mai Province

Abstract

This study investigates fresh coffee consumption behavior and the relationship between personal factors and coffee consumption behaviors. The classification in the study was conducted according to the personal factors while the data collection was carried out by the use of questionnaires, the tools that had surveyed 400 samples, selected from all fresh coffee consumers in Sansai District, Chiang Mai Province. Additionally, the data analysis was performed by the use f a ready-made statistical program IBM SPSS Statistics 25 in order to calculate the frequency, percentage including the following statistical values: Chi-square.

Results of the study found that: The most popular type of coffee is Espresso. The major purposes of fresh coffee consumption are; to stay awake. The factors that influence the decision to buy fresh coffee are coffee taste (good) and prices (low). Most of the fresh coffee are purchased and consumed on the average of 1 time per day, spread out in the morning and noon to the afternoon with the prices between 41 - 60 baht per cup. Most of the fresh coffee are purchased
from local branded coffee shops. The marketing mix that consumers value the most is the marketing promotion factor. As for the relationship between personal factors and fresh coffee consuming behaviors, it is found that coffee consumption behaviors are related to the aspects of personal factor namely age, status, education, occupation and income per month. Product factor, price factor, distribution factors and promotion factors were statistically significant correlation with fresh coffee consumption behavior.