Factors influencing decision making of consuming All cafe beverages of working age in Bangkok

Abstract

During the past 5 years, the coffee shop business in Thailand has grown rapidly. According to the coffee business analysis report of Department of Business Development, The Ministry of Commerce found that In 2018, the coffee business grew by 37.71% from 2017, in line with the continuously increasing domestic consumption of coffee because of innovation and technology in coffee production and the trend of coffee consumption was increasing. During that period, CP All Co., Ltd. Lunch coffee business. All café which is fresh coffee corner in 7-11 convenience stores. All café has been growing significantly because of the wide expansion of the 7-11 branches. Now All café is provided in almost of all 7-11 stores as well.

For this reason, the researcher intends to study what factors influence decision making of consuming All cafe beverages of working age in Bangkok. In this research, the researcher has used the marketing mix 7P's and demographic factors as the main factors in this study.

The result from this study found that most of respondents are female, 25-35year old, bachelor degree, company employee and have monthly income between 15,000- 35,000 Baht. For marketing mix factors that have a positive impact on the decision making of consuming All cafe beverages of working age in Bangkok. are as follows Price factor, Physical evidence factor and Product factor respectively. On the other hand,marketing mix factors which have negative impact are People factor