Factors Affecting the Success of Small and Medium Coffee and Bakery Shops in Bangkok Metropolitan Region
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Abstract
The objectives of this research are: 1. Study the characteristics of small and medium-sized coffee and bakery businesses in Bangkok and surrounding areas, such as experience as store operators, ages of the store, number of seats, number of full-time employees, and the number of temporary employees. 2. Study the level of opinions of on 4Es marketing mix factors and management process factors, Entrepreneurial qualities, and innovation factors. 3. Investigate the factors affecting the success of coffee shop and bakery operators in Bangkok and surrounding areas. 4. Explore the factors influencing entrepreneurial qualities in the relationship between the modern marketing mix (4Es) and the success in business operations of coffee shop and bakery operators in Bangkok and surrounding areas. Finally, 5. Examine the factors and entrepreneurial qualities influencing the relationship between the management process and success in conducting the business of coffee shop and bakery operators in Bangkok and surrounding areas. The sample population comprises 300 small and medium-sized coffee shop, bakery, and bakery business operators in Bangkok and surrounding areas. The research will utilize questionnaires for data collection. Statistical methods such as frequencies and percentages, standard deviation, One Way ANOVA, Stepwise Multiple Linear Regression analysis and Moderation Analysis will be employed for data analysis.
Hypothesis test results
- Experience as a store operator, the shop has already operated. The shop has a number of seats. The store has employees. And the store has different employees, affecting the success of small and medium-sized coffee shops and bakeries in Bangkok and surrounding areas differently.
- The modern marketing mix (4Es) influences the number of coffee shop customers and operating results compared to the previous year for coffee shop and bakery operators in Bangkok and surrounding areas.
- Management processes influence the number of customers compared to the previous year. Sales compared to last year of coffee shop and bakery operators in Bangkok and surrounding areas.
- Innovation factors influence the number of customers, sales, operating results compared to the previous year for coffee shop and bakery operators in Bangkok and surrounding areas.
- Entrepreneurial qualification factors influence the relationship between the modern marketing mix (4Es) and business success of coffee shop and bakery operators in Bangkok and surrounding areas.
- Entrepreneurial qualification factors influence the relationship between the management process and business success of coffee shop and bakery operators in Bangkok and surrounding areas.
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