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Narinthorn Foithong. Coffee consumption behavior and SWOT analysis: a coffee shop in Hat Yai. Master's Degree(Business and Managerial Economics). Chulalongkorn University. Office of Academic Resources. : Chulalongkorn University, 2020.
Coffee consumption behavior and SWOT analysis: a coffee shop in Hat Yai
พฤติกรรมการบริโภคกาแฟ และ การวิเคราะห์ SWOT : ร้านกาแฟในอำเภอ หาดใหญ่ จังหวัดสงขลา
Name: Narinthorn Foithong
keyword:
Consumer behavior
Abstract:
This independent study aims to study the coffee consumption behavior of students and the strategies for coffee shop entrepreneurs around the Prince of Songkla University Hatyai campus. To guideline the business development strategies, the population and samples were 2 groups: 1) The students who are studying in Prince of Songkla university random sampling 353 cases and 2) The entrepreneur of a coffee shop around Prince of Songkla University Hatyai Songkhla. Structured questionnaires and in-depth interviews were used as a research tool. The primary data included students general information, consumer behavior, and factors affecting consuming fresh coffee decisions by using marketing mix(4Ps) and SWOT analysis. The finding revealed, most consumers were female students with bachelors degrees and the age range is 21-23 years old, mainly respondents have a monthly income between 9,001 - 12,000 baht per month with an average consumption of 1.4 / day. The student paid an average of coffee expense 61 - 100 baht per day. The most important factor affecting making-decision on fresh coffee consumption behavior is to reduce drowsiness.
Chulalongkorn University. Office of Academic Resources
Address:
BANGKOK
Email:
cuir@car.chula.ac.th
Name: Chalaiporn Amonvatana
Role:
advisor
Created:
2020
Modified:
2023-09-19
Issued:
2023-02-08
วิทยานิพนธ์/Thesis
application/pdf
URL: http://cuir.car.chula.ac.th/handle/123456789/76269
eng
DegreeName: Master of Arts
Level: Master's Degree
Descipline: Business and Managerial Economics
Grantor: Chulalongkorn University
©copyrights Chulalongkorn University
RightsAccess:
ใช้เวลา
0.033987 วินาที
Narinthorn Foithong
| Title | Contributor | Type |
|---|---|---|
| Coffee consumption behavior and SWOT analysis: a coffee shop in Hat Yai
จุฬาลงกรณ์มหาวิทยาลัย Narinthorn Foithong | Chalaiporn Amonvatana | วิทยานิพนธ์/Thesis |
Chalaiporn Amonvatana