Marketing mix factors of local coffee shop customers in secondary city areas for service development: A case study of Ang Thong province

Abstract

          This research aims to study 1.The marketing mix factors of local coffee shop service users and 2.Development strategies for local coffee shops in the secondary city area, with a case study in Ang Thong province. The research utilizes a mixed-methods approach, involving both quantitative and qualitative research. The quantitative research involves a sample size of 400 participants, comprising users of local coffee shops in the secondary city area of Ang Thong province. The tools used for data collection are questionnaires, and statistical analysis includes frequency, percentage, mean, and standard deviation. In the qualitative research, primary data is collected from four local coffee shop owners through interviews, and content analysis is used for data analysis. Key findings include:Users of local coffee shops in Ang Thong province were mostly females aged 20-30, with a bachelor's degree, and were students. Their monthly income ranged from 10,001 to 20,000 Baht. Marketing factors of local coffee shop service users were high overall with the highest satisfaction in the process, personnel, and physical environment aspects when considered individually. Development strategies for local coffee shops in Ang Thong Province from interviews with local coffee shop owners include 1.Product: Emphasize the importance of product diversity, including various beverages, snacks, and pastries. This is crucial as consumer preferences are subject to constant changes. 2.Pricing: Establish clear pricing standards and communicate or promote them to customers, ensuring that the value matches the price customers pay. 3. Distribution Channels: Give priority to enhancing convenience for customers in terms of off-site services, focusing on improving delivery services. 4. Marketing Promotion: Create awareness through online social media channels, which are cost-effective and have broad access to the target consumer group. 5.Personnel: Provide training for all coffee shop staff to enhance their knowledge and service capabilities. 6. Physical Appearance: Install signage to guide customers to the coffee shop, facilitating easier access for users. 7. Process A: Prioritize the efficiency of service by reviewing menu items and ensuring prompt service delivery.