Brand Equity Factors and Service Marketing Mix Influencing Customers’ Purchase Decision at Starbucks Coffee Shops in Chiang Mai Province

Abstract

    This study investigated the influence of marketing mix factors and brand equity on consumer decisions to use Starbucks Coffee Shop in Chiang Mai. The objectives of this research were: to examine the demographic factors of consumers influencing their decision to use Starbucks Coffee Shop in Chiang Mai, to explore the Starbucks Coffee Shop’s marketing mix factors , to study the brand equity factors of Starbucks Coffee Shop, to compare the consumers’ decision to use Starbucks Coffee Shop classified by demographic factors, to study the impact of marketing mix factors, and to analyze the brand equity factors affecting consumers’ decision to use Starbucks Coffee Shop in Chiang Mai. This research collected data using a questionnaire from a population of 400 consumers. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics by one-way ANOVA and multiple linear regression analysis. The results of the study revealed that: The most respondents were female, aged between 20-29 years old, bachelor's degree, private company employees, and earning a monthly income of less than 30,000 Baht, The marketing mix factors of product, price, promotion, and process significantly impacted the decision to use Starbucks Coffee Shop (p<0.05), and The brand equity factors awareness, quality awareness, brand associations, and brand loyalty also significantly affected the decision to use Starbucks Coffee Shop in Chiang Mai.