Marketing Mix Factors Affecting Consumers' Decision to Revisit the Café in Mueang District, Kamphaeng Phet Province

Abstract

This research aimed to 1) study the demographic characteristics of consumers to revisit the Café, 2) study the behavior of consumers to revisit the Café, 3) study the level of marketing mix factors affecting the decision-making of repeat customers of the café, and 4) compare the marketing mix factors affecting the decision-making of repeat customers of a café, classified by demographic characteristics. The sample group used in the research were 385 people who had used the services of a café more than 3 times in Mueang District, Kamphaeng Phet Province, using a questionnaire, and statistical analysis included percentage, mean, standard deviation, independent sample t-tests, and one-way analysis of variance.
The research findings were as follows: 1) found that most consumers are mostly female, aged between 20 - 30 years, single, have a bachelor's degree, work in their own business/trader, and have an average income of 10,001 - 20,000 baht per month. 2) Most consumers like to use the cafe with friends and are people who influence the decision to use the cafe. The reasons for deciding not to return are: bad service staff, spending 100 - 300 baht per time, and the most popular cafe is Chalee. 3) The level of marketing mix factors in terms of product factors and personnel factors have the highest impact on the decision to return to use the cafe. 4) The marketing mix factors affecting the decision of those who return to use the cafe are not different when compared by gender, age, education level, and occupation, while they are different when compared by status, average monthly income.