ส่วนประสมทางการตลาดที่มีผลต่อการตัดสินใจเลือกซื้อผลิตภัณฑ์ของร้านกาแฟอาข่า อาม่า [Marketing Mix Affecting the Decision Making on Purchasing the Products of Akha Ama Coffee]

Abstract

This research aimed to study the marketing mix that affects the decision making to buy the products of Akha Ama Coffee by using the questionnaire to collect the data. The analysis of the data and statistics by using descriptive statistics showed the result that the marketing mix that affected the decision making to buy the product of Akha Ama Coffee showed the overall importance at high important level ( = 6.12, S.D. = 0.76), in which the product aspect was at the most significantly important level ( = 6.65, S.D. = 0.38), the price aspect was at a quite high level ( = 6.04, S.D. = 0.42), the place aspect was at a high level ( = 6.35, S.D. = 0.54), and the promotion aspect was at the highest level ( = 6.52, S.D. = 0.95). The hypothesis testing showed that the different demographic characteristics of the consumers in terms of age, education level, career, and average income per month reflected no significant differences on the mean of the marketing mix in terms of product, price, distribution channel, and promotion that affected the decision making to buy the products of Akha Ama Coffee products. In order to develop the business of Akha Ama Coffee, the following aspects showed be focused on: 1. The product aspect should use quality raw materials 2. The promotion aspect should promote in online media as well as build the reputation at both national and international levels by demonstrating social responsibility 3. The employees should be developed to gain the expertise in their performance 4. The organization should have good partnerships who can widely distribute the products. 5. The organization should be able to build the passion for the products among the customers.