| Coffee shops are a very common business entity in Thailand, with countless self-owned coffee shops in every corner. Coffee consumption in Thailand is comparatively high. An average individual who consumes up to 1.1kg of coffee per year, or equivalent to 70,000 tons of coffee for the whole country(Bangkok Post, 2012). This is also equivalent to 200 cups per year per individual. Coffee consumption is gradually increasing by 10% each year, however production is dropping by 25% resulted by the increasing demand for imported coffee and branded coffee shops such as Starbucks(Euromonitor, 2014). Thai people has been found to have a strong affinity towards coffee-drinking lifestyle, although it might not actually be the coffee that they are interested in, but rather the lifestyle of meeting friends, working and engaging in conversations while having a drink of their choice. This is why the study is being conducted, to figure out why people in Thailand are interested to go to certain coffee shops compared to others and how the influence of the peers have a role in the decision making process. Is it the location-based convenience? Perks provided in the coffee shop(e.g. Free Wi-Fi, Free water, Free parking and etc.)? Or is other factors, such as the coffee quality and the availability of various types of drinks? The significance of this study is primarily applied to business owners who are interested in opening their own coffee shops. What factors are played in improving the customer level in a certain coffee shops and what should be done in order to retain them? Peer pressure is a major factor, however it is crucial to understand that each individual prefers a certain place for set of reasons, which is vital for a coffee-shop business owner to understand. By understanding how peer pressure plays a role in the decision making of individuals, it would be possible to detect the factors that are essential in the decision making process of which coffee shops to go to. With more coffee shops being opened on a daily basis, how are they able to compete with the major brands such as Amazon Coffee, Coffee World or the world renowned Starbucks?This study would provide the sufficient detail that is required to understand consumer behavior and isolate factors that are most influential. Sampling frame or also called as working population, is the listing of all elements in population from which the target population will be selected(Edwards et al, 2007). A total of 400 samples will be selected as a sampling frame to conduct this research study. In order to find out how the factors affect the young consumers choice of coffee shop, the questionnaires will be handed out to the studentsand young adults in Thailand. Also, social networks are the other sampling location that effective and primarily convenient when dealing with respondents all over Thailand, however the primarily focus would be Bangkok. The convenience sampling technique is chosen because it is the researcher finds it easiest to distribute it amongst Bangkok people, then other people in other parts of Thailand. The target population in this research study will be people at the group ages of 17-35 years old. The target group is the young people who are likely to have a coffee drinking or a coffee-shop vising behavior for studying, meetings, gathering, socializing or relaxing. The researcher target respondents are individuals who live in Bangkok and have effectively experienced with the administrations from Starbuck and Coffee World houses. The researcher attempted to get the information about complete populace who have officially encountered the espresso and administration from both cafés by utilizing Facebook page of both as an intend to get information and to speak with the executives. In any case, the researcher endeavor on 12 th February 2015 was not accomplished on the grounds that there is no such measurable accommodated aggregate number of clients in light of the fact that not every client signs for enrollment card.Results suggested that gender,sexual orientation or gender has a weak association with the recurrence to go back to the same coffee shop, gender and choice of coffee is decently related, gender has no association with choice of coffee and sex/gender has a low association with purchasing propensity. In addition the study also found that, age has no association with the recurrence of coming back to the coffee shop, age has a weak association based on the preferred brand choice, age has no relationship with favored spot, and finally, age has no association with the purchasing propensity whether to buy or not.Moreover, salary level has a weak association with the recurrence of repeated visits on the same coffeehouse, salary level has no association with brand choice, salary level has no association with coffee choice, and wage/salary/income has no association with purchasing propensity. In addition, in this, it can be concluded that the choice of coffee is most affected by the peer pressure, but frequency of visits and brand choice have low association and purchase propensity having the least association. Finally, in terms of price, price has a moderate association with the recurrence of visit at coffeehouse, price has a moderate association with choice of coffee shop brand, price has a low level of association with the choice of coffee, and price has low association with purchasing propensity. Finally, when checking the correlation between place, place has a moderate association with the recurrence of visit at coffeehouse, place has a low association with choice of coffee shop brand, place has a low level of association with the choice of coffee, and place has low association with purchasing propensity. In terms of purchase Brand image has no association with the recurrence of coming back to the coffee shop, implies that brand image has a moderate association based on the preferred brand choice, moreover, brand image has no relationship with favored spot and finally, brand image has no association with the purchasing propensity whether to buy or not. Last once was regarding taste and it was found that taste has no association with the recurrence of coming back to the coffee shop, taste has a moderate association based on the preferred brand choice, taste has no relationship with favored spot and taste has no association with the purchasing propensity whether to buy or not... |
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