Factors affecting consumer’s decision on choosing fresh coffee yellow orchid restaurant, at thai airways operations building

Abstract

The purpose of this study were to 1) study consumer’s behaviors at on choosing fresh coffee at restaurant, 2) investigate marketing strategies affecting the consumer’s decision on choosing fresh coffee at restaurant, 3 ) compare personal factors affecting the consumer’s decision on choosing fresh coffee at restaurant, at Thai Airways International classifications on the factors for the educations will be consumer’s decision on choosing fresh coffee of Yellow Orchid Restaurant at Thai Airway International. The sample group was 225 Thai customer’s using the restaurants. The questionnaire was used in this study to collect data. The statistics used this research were percentage, mean, frequency, standard deviation, t-test and F-test. The results showed that the men age 35 to 45 years old work as employees for the private companies with salary of 35,000 bahts and up the reasons for having coffee were because of the conferences and meetings. From 7:00 am until 9:00 am cost around 85 bahts/time. Consume hot coffee at least 1 cup. Cappuccino and latte are popularly being selected among the people. Do not buy other products alongside coffee. Change the coffee type sometimes. Other than coffee then they’ll be lemonade Anchan juice and decide for yourself. As for the marketing strategies affecting the consumer decision on choosing Fresh Coffee, all strategies were rated high. According to the comparative marketing strategies affecting consumers in choosing Fresh Coffee, it was found that sex or gender played no role in using the restaurant. However, age affected, products, Place, Promotion, People, process of service, and Physical with significant statistic level at 0.05. However, vocation affected, products, Place, Promotion with significant statistic level at 0.05. However, Earnings affected, products, price , Place, People, process of service, and Physical with significant statistic level at 0.05