Consumer Behavior in Selecting Cafe Services in Mueang Surin District Surin Province

Abstract

This study investigates consumer behavior in selecting café services in Mueang Surin District, Surin Province. Data were collected from 400 consumers using a structured questionnaire. Descriptive statistics—frequency, percentage, mean, and standard deviation—were employed for data analysis. Most respondents were female, aged 25–29 years, single, held a bachelor’s degree, and worked in private companies with a monthly income between 10,001–25,000 baht.

The findings indicate that the most frequently purchased beverage was cappuccino. Consumers preferred cold drinks with a sweetness level of 75 percent. Friends were identified as the main influencers affecting purchasing decisions and service usage. The most common time period for café visits was between 12:01 and 18:00 hrs. Most consumers purchased products or used café services two to three times per week, with an average spending of 51–100 baht per visit. Payment was most often made via QR Code scanning, and purchases were primarily made at the storefront. Overall, consumers reported a high level of satisfaction with café services.

Regarding service marketing mix factors affecting consumer behavior, the overall level of respondents’ opinions was rated at the highest level. The top three factors with the highest mean scores were product, service process, and physical characteristics. Marketing promotion received the lowest average score.