The Relationship between Marketing Mix Factors and Customer’s Decision Making of True Coffee at Icon Siam Branch Bangkok, Thailand

Abstract

          The study of marketing mix factors and consumers’ decision to buy coffee from True Coffee, Icon Siam branch, Bangkok. The sample group was 138 consumers who bought coffee drinks from True Coffee, Icon Siam branch, Bangkok. The sample size was determined using the G* Power 3.1.9.7 program and the convenience sampling method was used. The data collection tool was a questionnaire with an index of consistency (IOC) between 0.67 - 1.00 and a reliability of 0.98. The statistics used for data analysis were mean (x̅) and standard deviation (S), and hypothesis testing was performed by finding the Pearson correlation coefficient, with a statistical significance level of 0.01.

The research results found that the marketing mix factors that were important to consumers’ decision to buy coffee from True Coffee, Icon Siam branch were at a high level. The most important aspect was physical characteristics, followed by people, process, product, and distribution channels. and marketing promotion and price, respectively. The research results found that consumers' decision to buy coffee from True Coffee, IconSiam branch, overall and in every item, was at a high level.