The Relationship Between the Marketing Mix and Coffee Beverage Consumption Behavior of College Students, Faculty of Sociology and Anthropology Thammasat University

Abstract

                This study aimed to investigate the marketing mix of coffee shop products, consumer behavior towards coffee consumption, and the relationship between marketing mix factors of coffee shop products and coffee consumption behavior among undergraduate students majoring in the Faculty of Sociology and Anthropology at Thammasat University, Rangsit campus. The study sample consists of 268 students. Data were collected using an online questionnaire. The reliability coefficient (Cronbach’s alpha) of the questionnaire was 0.863. Statistical analyses included frequency, percentage, mean, standard deviation, and Pearson correlation coefficient.

            The results revealed that the majority of the sample were female (228 people), fourth-year students, with an average age of 22 years, and a monthly income ranging from 5,000 - 10,000 Baht. Most participants lived in their own homes (136 people). Regarding coffee consumption behavior, participants reported drinking coffee an average of 4 times per week, with no more than 2 cups per day, between 09:00 am and 12:00 pm. The most frequently consumed type of coffee was iced Café Latte, purchased directly from the         product’s brand store, costing less than 200 Baht. Personal preference played a significant role in coffee selection, influenced mainly by recommendations from acquaintances. Participants cited taste and smell of coffee as the primary reasons for purchasing coffee, with CAFÉ Amazon being the most frequently consumed brand. The marketing mix of coffee shop products was rated highest (= 4.25). The study findings supported the hypothesis that the marketing mix of coffee shop products was associated with coffee consumption behavior among undergraduate students majoring in the Faculty of Sociology and Anthropology at Thammasat University, Rangsit campus.