MARKETING MIX FACTORS AND LIFESTYLE PATTERNS AFFECTING DECISION-MAKING IN CHOOSING COFFEE CONSUMPTION WITH THE SLOW BAR PRODUCTION PROCESS OF COFFEE SHOPS IN CHIANG RAI PROVINCE

Abstract

This research aimed to study the marketing mix factors and lifestyles that influenced the decision to consume slow-bar-production-process coffee (slow bar) in Chiang Rai Province. The samples were of 400 consumers who consumed or consuming slow-bar-production-process coffee (slow bar) in Chiang Rai Province. A questionnaire was used as a tool to collect data from a sample of 400 people and analyzed using descriptive and inferential statistics. The results of the research found that the marketing mix factors of physical characteristics, personnel, and price had a significant influence on the decision to consume slow-brew coffee. In addition, lifestyle factors of opinions, activities, and interests had a positive effect on the decision to consume slow-brew coffee, especially for consumers who valued the experience and quality of coffee. Finally, the results of the research also found that the level of education affected the decision to consume slow-brew coffee. Consumers with less than a bachelor's degree gave more importance to consuming this type of coffee than those with higher education at the statistically significant level of .00.