A Survey of Opinions Towards the Marking Mix (7P’S) in Bubble Tea Consumption Choice Among Loei Rajabhat University Students: A Case Study of Kongsi Tea Bar

Abstract

The current bubble tea business is highly competitive. Therefore, entrepreneurs need to understand and apply marketing mix strategies to meet consumer needs and gain a competitive advantage. This research aimed to 1) study the level of opinions towards the marketing mix (7P’s) influencing Loei Rajabhat University students' bubble tea consumption choice, with a case study of Kongsi Tea Bar, and 2) compare opinions towards the marketing mix (7P’s) influencing bubble tea consumption choice, classified by personal factors. This quantitative research utilized an online questionnaire as the data collection instrument, with a total reliability coefficient of 0.90. The sample consisted of 375 Loei Rajabhat University students, selected through stratified random sampling and simple random sampling. Data were analyzed using descriptive statistics, namely mean and standard deviation, and inferential statistics, namely Independent Samples t-Test and One-way ANOVA. The research findings indicated that 1) the overall opinion level towards the marketing mix affecting bubble tea consumption choice was at the highest level. The aspect with the highest mean was Place, followed by Price. 2) Female students showed higher levels of opinion towards the marketing mix in bubble tea consumption choice regarding Product, Promotion, Physical Evidence, and Process compared to male students. Furthermore, differences were found in Promotion and Physical Evidence when classified by faculty affiliation. The implications of the findings suggest that the marketing mix influences students' bubble tea consumption choice, particularly in the aspects of Place and Price.