A Study of the Relationship between Marketing Mix and the Customer Choice of Standalone Coffee Shops at Gas Stations in Mueang District, Nakhon Ratchasima Province

Abstract

This study aimed to investigate 1) customer service choice behavior, 2) marketing mix factors, and 3) the relationship between marketing mix factors and customer service choice behavior at standalone coffee shops in gas stations in Mueang District, Nakhon Ratchasima Province. The sample consisted of 385 respondents. Data collection was conducted using questionnaires. Data were collected using accidental sampling. The statistical analyses included: frequency, percentage, mean, standard deviation, and Pearson’s correlation coefficient. The results showed that the majority of the sample were female, aged 30-39, held a bachelor's degree, were single, employed as private company employees/contractors, and had an income between 20,001 - 30,000 baht. Customer choice behavior at standalone coffee shops located at gas stations, the majority consumed tea-based beverages such as matcha latte, Thai tea, green tea, lemon tea, peach tea, fruit tea, and honey lemon tea. The decision to use the service was based on convenience, with a frequency of 3-4 times per month. The service fee was 101-150 baht, with usage occurring on weekdays (Monday-Friday) between 12:00 PM and 3:00 PM. Marketing promotions played a role in the decision to use the service. The chosen standalone coffee shop at the gas station was Phanthai Coffee. Overall, the marketing mix factors were at the highest level. Hypothesis testing revealed that the marketing mix factors are correlated with the choice of using standalone coffee shops at gas stations in Mueang District, Nakhon Ratchasima Province.