Marketing Mix Factors and Consumer’s Behavior of Bubble Tea in Songkhla Municipality, Songkhla Province

Abstract

This study aims to 1) study the personal factors of bubble tea consumers. in Songkhla Municipality, Songkhla Province 2) Comparison of the relationship between personal factors and consumer behavior of bubble tea. in Songkhla Municipality, Songkhla Province. The sample includes 400 bubble tea consumers in Songkhla municipality who are selected on accidental random sampling technique. A questionnaire is used in collecting data and analyzing data using frequency, percentage, mean, standard deviation. Also, the factor correlation was analyzed by hypothesis testing and chi-square statistics.

The results of the research found that most consumers of bubble tea are female, aged between 20-24 years, employees of private companies. Bachelor's degree or equivalent earning 15,001 - 25,000 baht per month, consuming more than 6 glasses / week, the most consumed period is in the afternoon. The main reason for consuming bubble tea is the taste of bubble tea. As for the products that people like to consume the most is the original milk tea and the toppings that consumers love the most are pearls. Personal factors, gender, age and monthly income The effect of bubble tea purchase behavior of the samples was significantly different at the 0.05 level. Marketing mix factors Product, price, marketing promotion, process, physical appearance It is related to the behavior of consumers of bubble tea. statistically significant at level 0.01 For suggestions There should be activities that enable consumers to persuade more friends to buy bubble tea with the shop.