The Study of Consumers’ Behaviors Affecting on Purchasing Decision toward Coffee Shop and Brand Corporate Identity Design A Case Study of Gra Drip - Bar Drip Coffee in Kalasin Province

Abstract

The objective of this research were 1) to study the consumers’ behavior affecting purchasing decision in coffee shop 2) to survey the customers’ opinion on brand corporate identity design case study of Gra Drip-Bar Drip Coffee in Kalasin Province from the example group of customers who have been to coffee shop in Kalasin province with 51 people and deep interview with 10 people. The research tools used to collect data were  questionnaires and interview forms then analyzing with descriptive statistics such as frequency, percentage, and mean. The results showed that most consumers prefer to use the service at the store. The important factor of returning to this shop again is consumers are more satisfied with the taste of food and drinks than the decoration of the store. Moreover, the quality of ingredients, cleanliness, friendliness, service and also the professional barista who have been trained are also the important factors. The recommendation from friends or acquaintances is the most influential factor to make a decision to choose the coffee shop as well as social media advertisement with photos and captions are more interesting. The result of the opinions on the identity design towards Gra Drip Coffee - Bar Drip Coffee brand that can communicate the history of the story, but it is difficult to remember and difficult to search online. The logo of cartoon characters enhances the image for good communication the service and friendliness of the shop that apply to publicize in festivals to increase sales. Furthermore, the color scheme used to decorate the shop, packaging, and graphic design for online publicity corresponds to the actual location and atmosphere. It is a unique identity that causes recognition and clearly differentiates itself from others. Keywords: Design Identity of Coffee Shop, Coffee Shop brand identities, The Affecting Purchase decision in coffee shop