Factors Affecting Bubble Tea Consumption Behavior of Students Nakhon Ratchasima Vocational College

Abstract

            The objectives of this research were to 1) study the decision-making process marketing mix and bubble tea consumption behavior, 2) compare the demographic characteristics with the pearl milk tea consumption behavior, and 3) study the factors affecting the pearl milk tea consumption behavior of students at Nakhon Ratchasima Vocational College. This research was quantitative research a questionnaire was used to collect data from a sample group of students in the Food and Nutrition Department that currently studying in the academic year 2023 vocational certificate level  1 - 3, sample size determination using the G*power program a total of 87 people was obtained using a purposive sampling method. Statistics used in the research include mean (𝑥̅), standard deviation (S.D.), t-test (t-Test), one-way analysis of variance (One-way ANOVA) and multiple regression analysis. Nakhon Ratchasima Vocational College students had a decision-making process was at a moderate level, marketing mix was at a high level, and bubble tea consumption behavior was at a moderate level. Demographic characteristics included different daily expenses and different bubble tea consumption behaviors statistically significant at the .05 level. As for the gender and level of education of students was no difference in purchasing behavior of bubble tea. There were 2 factors affecting the bubble tea consumption behavior was marketing mix including product and price.