Business Plan for Cafe in Phutthabucha - Rama 2 Area

Abstract

The purpose of this research is as follows: (1) to examine consumer behavior anddevelop marketing strategies affecting the choice of services in cafes in the Phutthabucha - Rama 2 area, (2) to analyze the relationship between the marketing mix factors (7Ps) and service usage decisions, and (3) to create a business plan for the cafe based on the research findings to enhance future business potential. The research was conducted by collecting data from a sample of 400 consumers using simple random sampling according to the W.G. Cochran formula (1977) through an online questionnaire on Google Forms and analyzed using descriptive statistics and multiple regression analysis. The research findings include: (1) Consumer behavior shows an average spending of 100-200 baht per visit, and 75% of consumers rated the importance of drink, bakery, and food taste as high. Marketing strategies, such as offering free drinks with purchases over 1,000 baht, play a role in attracting customers. On average, consumers visit cafes 2-3 times a month and spend about 30 minutes to 1 hour at the cafe. (2) Statistical analysis indicates that the marketing mix factors (7Ps) with significant relationships include product, distribution, personnel, and physical characteristics (p < 0.05). (3) The research results indicate that the business plan for Sky Cafe is clearly designed, with plans to employ 5 staff members and a target private investment of 5 million baht, aiming to break even in 2.5 years. The cafe location is intended to be near a university to attract the student market.