Service Marketing Mix and Brand Equity Factors Influencing Customers’ Purchase Decision at Punthai Coffee Shops in Bangkok

Abstract

The coffee business in Thailand is currently experiencing continuous growth and high competition. According to Euromonitor International, the Thai coffee market grew at an average rate of approximately 8.55% per year from 2021 to 2023. Understanding consumer behavior in making service decisions helps businesses develop targeted strategies. This research aims to study demographic factors, service marketing mix factors, brand value factors, and service decision-making, as well as compare consumer service decision-making based on demographic factors, service marketing mix factors, and brand value and their influence on service decisions. This study uses a quantitative research method, collecting data through questionnaires from a sample of 400 people using multi-stage sampling. Data were analyzed using descriptive statistics (mean, frequency, percentage, standard deviation) and inferential statistics using one-way ANOVA and multiple regression analysis. The results showed that the majority of respondents were male, aged 30-39 years, held a bachelor's degree, were private company employees, and had an average monthly income of 30,001 – 35,000 baht. The service marketing mix factors of promotion, personnel, and physical characteristics significantly influenced the decision to use the service at a statistical significance level of 0.05, explaining 46.7% of the variation in the decision to use the service at Punthai Coffee shops. Brand value factors, specifically brand perception and perceived quality, also significantly influenced the decision to use the service at a statistical significance level of 0.05, explaining 45.5% of the variation in the decision to use the service at Punthai Coffee shops.