Year: 2025
Type: conference-paper
Study design: Observational Study
Abstract: This study aims to: 1) study marketing mix factors in using slow-bar coffee shops; 2) study the level of decisionmaking in using slow-bar coffee shops; 3) compare the decision to use slow-bar coffee shops according to personal information; 4) study marketing mix factors affecting the decision to use slow-bar coffee shops The population used in the study is 170 customers affecting the decision to use slow-bar coffee shops.The sample size was determined using the Taro Yamane formula (Yamane, 1967) and a sample of 120 individuals was obtained.Data were collected using a questionnaire.(Questionnaire) Data were analyzed using t-test, F-test (One-Way ANOVA), and multiple regression analysis.The research results showed that most of the respondents were male, under 30 years old, bachelor's degree, private company employee, had a monthly income of 15,001-20,000 baht, and were single.The overall marketing mix factors were important, and the overall decision-making process was agreeable.The respondents' general information, age, occupation, and status had different effects on their decision to use slow-bar coffee shops.Gender, education level, and monthly income have no effect on the decision to use slow-bar coffee shops.The marketing mix, promotion, and personal factors had statistically significant effects on the decision to use slow-bar coffee shops at a level of 0.05.Recommendations: Emphasis should be placed on the taste of coffee, variety of coffee types, and selling prices, so that customers can make decisions more easily.Emphasis should be placed on providing sufficient parking for customer convenience, including organizing promotions and training employees to enhance their skills and expertise in providing efficient service.To meet the needs of customers who use the services better.
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
OpenAlex ID: W4411095225