Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Services Marketing Mix of Foreign Coffee Franchiser in Bangkok
Mälardalen University, School of Sustainable Development of Society and Technology.
Mälardalen University, School of Sustainable Development of Society and Technology.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

                                                                       Abstract

Title:                     Services Marketing Mix of Foreign Coffee Franchiser in Bangkok

Program:               International Marketing

Authors:                Miss Warangkana Kombenjamas (19801029)

                            Miss Nuchanart Lertrattananon (19870818)

Supervisor:            Jean-Charles Languilaire

Examiner:              Ole Liljefors

Final Seminar:        30/5/2011

Research Question: How services marketing mix of Foreign Coffee Franchisers in Bangkok and demographic factors affect consumer behaviors?

Purpose:                To explore the components of services marketing mix and demographic factors that has an impact on consumer behaviors.

Method:                 This study is mainly grounded on quantitative method using questionnaire The data collection was come from primary data (questionnaire) and secondary data (books, journals, and internet website). SPSS software and Microsoft Office Excel is used as analysis tools.

Conclusion:             We can conclude that both demographic factors and components of services marketing mix affect consumer behaviors. Demographic factors; age gender and income affect consumer behaviors for example income level affects the frequency of visit coffee shop that people who have higher level of income tend to visit coffee shop more frequent than those who have lower level of income. All components of services marketing mix; product, price, place, promotion, physical evidence, people and process affect some of the consumer behavior pattern. The taste criterion of product and the standardize taste criterion of process are concerned most importance by consumers who visit a coffee shop more frequent while the promotion has the least impact on the frequency of visiting a coffee shop.

Keywords:                Service marketing mix, consumer behavior, demographic

Place, publisher, year, edition, pages
2011. , 94 p.
Keyword [en]
excellant
Identifiers
URN: urn:nbn:se:mdh:diva-12836OAI: oai:DiVA.org:mdh-12836DiVA: diva2:432582
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-10-12 Created: 2011-08-04 Last updated: 2011-10-12Bibliographically approved

Open Access in DiVA

Services Marketing Mix of Foreign Coffee Franchiser in Bangkok(1905 kB)14378 downloads
File information
File name FULLTEXT02.pdfFile size 1905 kBChecksum SHA-512
cda9c43f898795bae6d39c7da901031e063c9a320ed1286336ed2a74f1746ff6ff41189244ac404ba777e7402557fabff84bd4c3ca14ed8c7495a6f4d1f55008
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Kombenjamas, WarangkanaLertrattananon, Nuchanart
By organisation
School of Sustainable Development of Society and Technology

Search outside of DiVA

GoogleGoogle Scholar
Total: 14378 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 831 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf