FACTORS INFLUENCING DECISION-MAKING BEHAVIOR OF CONSUMERS IN BUYING COFFEE AT GAS STATIONS IN BANGKOK METROPOLITAN AND ITS VICINITY

Abstract

This research aimed to 1) study the decision-making behavior of consumers in buying coffee at gas stations in Bangkok Metropolitan and its vicinity and 2) study factors influencing decision making of consumers in buying coffee at gas stations in Bangkok Metropolitan and its vicinity. The research sample was 400 consumers who were consumers of coffee shops in gas stations in Bangkok Metropolitan and its vicinity. The research selected the sample by using a convenience sampling method. The research instrument was a questionnaire. The data were analyzed using mean, percentage, correlation analysis and multiple regression analysis. The results were as follows.

The analysis of the coffee buying behavior revealed that most of consumers bought coffee at the Café Amazon Coffee Shop located in the PPT Stations 2-3 times a month. They spent less than 100 baht each time they bought coffee and their reason for buying was the coffee flavor.

The analysis of the overall of the model prediction buying decision revealed that one variable influenced buying decision with statistically significant level of .01 (F_{7, 389} = 171, p = .000). Considering the influence of independent variables, it was found that the variables, product, price, marketing promotion physical appearance. The predictive buying decision model was statistically significant level of .01, except distribution channel and personnel variables that had a statistically influencing purchasing decision at the .01. The predictive efficiency was 75.5% (R2 = .755) with the following prediction equations:

Decision = 0.160 + 0.119 (Product)** + 0.189 (Price)** + 0.035 (Place) + 0.108 (Promotion)**

                           + 0.028 (People) + 0.122 (Physical Ev)** + 0.330 (Process)**