Marketing Mix Factors Affecting Consumers' Decision to Use Cat Cafe Services in Surat Thani Province

Abstract

This research aimed to (1) study the level of marketing mix factors of cat café services among consumers in Surat Thani Province, (2) study the level of decision making in choosing to use cat café services among consumers in Surat Thani Province, and (3) study the marketing mix factors of services affecting the decision making in choosing to use cat café services among consumers in Surat Thani Province. The sample group consisted of 400 consumers who visited cat cafes in Surat Thani Province. The instrument used was a questionnaire with a reliability of 0.941 The statistics used for data analysis were descriptive statistics and multiple regression analysis.

          The results of the study found that (1) the marketing mix factors of cat café services of consumers in Surat Thani Province, the aspect with the highest average value was the personal aspect, (2) the decision to use cat café services of consumers in Surat Thani Province, the aspect with the highest average value was the post-purchase behavior aspect, and (3) the marketing mix factors of price, distribution channel, physical characteristics, product, and service process affect the decision to use cat café services of consumers in Surat Thani Province with statistical significance at the 0.05 level.