Factor Analysis and Consumers Classification of Cocktail Consumption in Cocktail Bar, Thong-Lor, Bangkok.

Abstract

          The objectives of this research were 1) to study the consumption factors of cocktail consumers in cocktail bars 2) to analyze the consumption factors of cocktail consumers in cocktail bars 3) to classify the consumption factors of cocktail consumers in cocktail bar, Thong – Lor, Bangkok. The samples used in this research were from 412 people who visited 5 selected cocktail bars in Thong Lor on Friday and Saturday. Descriptive statistics were used in this research and Factor analysis with Varimax and K-Means were applied for group analysis.

          The results showed that most of samples were female, aged between 26-30 years old with bachelor’s degree. Most of them work as a private office worker in hospitality business. The drinkers themselves visited cocktail bars with friends 1-2 times per month and ordered 1-2 glasses of signature cocktail at a time. The drinkers changed the cocktail ordered all the time. Vodka, Gin, and Rum were most popular based ingredients selected for cocktail mixture. Factors analysis defined 8 factors as follows, drinker psychology, creativity of drink, process and product, people, place, recognition, reasonable price, and the utility. The result of cluster analysis divided consumers into 2 groups which are drinkers who worked for hospitality business and drinkers who didn’t work for hospitality business.