Factors influencing customer's buying frequency in cafe amazon located in gasoline station in Bangkok area.

Abstract

The purpose of this study is to understand consumer behavior toward consumption over fresh coffee of Café Amazon coffee stores that located in PTT gasoline station which examined the key influencing factors such as retailing mix, and social influences in order to measure what are the key factors that affect frequency of consumption for fresh brew coffee. This research uses quantitative approach with total of 100 respondents by using paper-based questionnaires and self-administered online survey. After factor analysis, results present showed four factors; product, price, place, and store atmosphere, that influence consumption over fresh coffee of Café Amazon in PTT gasoline station. Moreover, there are two factors that have significantly positive relationship to consumption frequency; these two factors are cleanliness and neatness (store atmosphere factor), and great coffee scent (store atmosphere factor). The results of this research would help retailers to understand customers better and set marketing strategy, operation plan, or managerial pattern to serve Thai customers. KEY WORDS: Fresh coffee/ Café Amazon/ Gas station/ Consumer perception/Retailing mix/ Consumer behavior/ Motivation