Service Marketing Mix Affecting Consumer Behavior of International Brands Bubble Milk Tea in Bangkok

Abstract

The objective of this research aimed to study the service marketing mix affecting consumers behavior of international brands bubble milk tea of buyers in Bangkok. The sample group for this research was 400 consumers in Bangkok metropolis area who had consumed five international brands bubble milk tea, including KOI The’, The Alley, Heekcaa, Dakas, and Fuku Matcha. The study also applied statistical data analysis such as Frequency, Percentage, Mean, Standard deviation, and Multiple linear regression. The overall result of this research showed that the majority of sample group are female, aged between 20 – 24 years old, with a bachelor’s degree, private company employees and average monthly income between 15,001 – 25,000 baht. The frequency of average consumption is 3.21 times per month, and the expense of average consumption is 103.91 baht per times. The reason for consumption is delicious taste. The consumer is the one who has an influence consumption on their own. Moreover, the time that most consumers want to consume is 13.01 – 15.00. The result of hypothesis assumption show that service marketing mix, in aspect of Product, Price, Promotion, Process and Physical evidence affecting consumers behavior in item of expense of consumption per times at statistical significance level 0.05