ปัจจัยส่วนประสมทางการตลาดบริการที่มีผลต่อการตัดสินใจเลือกใช้บริการธุรกิจคาเฟ่ในจังหวัดสระบุรี

Abstract

The objectives of this study were 1) to study the personal factors of consumers that affect their decision to use the service Cafe Business, 2) To study decision-making behavior, 3) To study the marketing mix factors that affect the choice of café business services in Saraburi province using a sample of 400 people from the data collected through an online questionnaire created and analyzed using statistical methods, including frequency, percentage, mean, standard deviation, t-tests, and one-way ANOVA. The results showed that most respondents were female, aged between 20 and 30 years old, with a bachelor's degree. Have an average monthly income in the range of 15,000 to 20,000 baht and use the service two to three times a week. The most frequently consumed product is beverages, the cost of using the service is 100 to 200 baht per time. The person who affects the decision to use the service is the user himself. In terms of service marketing mix factors. Overall, there is a high level of opinion. When considering each item, it will be found that the product side This was followed by service efficiency and quality, service personnel, physical characteristics, processes, distribution channels, pricing, and promotions, respectively. Cafe Business in Saraburi There is no difference in age factors, education level, occupation, monthly income. It affects the decision to choose a service. Cafe Business in Saraburi province is different. The findings from this study can serve as a foundational resource for individuals interested in starting a coffee shop business.