Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE credits
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
2011. , 94 p.