FACTORS RELATED TO PEOPLE’S CHOICE OF CAFE SERVICE IN MUEANG PHITSANULOK DISTRICT, PHITSANULOK PROVINCE

Abstract

The objectives of this research were 1) to study demographic factors and decision-making factors in choosing to use cafe service of people in Mueang Phitsanulok District.  Phitsanulok Province  2) To study the selection of cafe service of people in Mueang Phitsanulok District  Phitsanulok Province  3) to study the relationship between demographic factors  Decision factors and choosing to use cafe service of people in Mueang Phitsanulok District  Phitsanulok Province  by using a quantitative research by collecting data from questionnaires with a sample group including people in Mueang Phitsanulok District  Phitsanulok Province, aged 20 years and over, 384 people using multistage randomization and data analysis using frequency, percentage, mean, standard deviation.  Kai Square Statistics  and Pearson's correlation coefficient.

            The results showed that  1) Demographic factors of people in Mueang Phitsanulok District  Phitsanulok Province found that  The sample group in this research  Most sexes were female, 230 people accounted for 59.9%, most were aged 20-25 years, 233 people accounted for 60.7%. Most of their monthly income was 5,000-10,000 baht, 216 people accounted for percent.  56.3 The lowest income of the sample group is 1,000 baht and the highest is 50,000 baht. Most of the likes are infrequently, 148 people representing 38.2 percent.  Phitsanulok  Phitsanulok Province found that  The sample group had a high level of deciding factor in choosing a cafe with a value    = 4.52 (S.D. = 0.596) consisting of products, prices, atmosphere, location, personnel and services.  and the promotion was at a high level with values ​​= 4.10 , 4.24 , 4.03 , 3.85 , 3.26 and 3.58 respectively ( SD = 0.715 , 0.683 , 0.713 , 0.786 , 0.538 and 0.859 respectively ) 3) the selection of cafe service.  of people in Mueang Phitsanulok District  Phitsanulok Province found that the sample group had a high level of cafe selection, with a value = 4.07 (S.D. = 0.550). 4) The relationship between demographic factors and the choice of cafe service among the people in Mueang Phitsanulok District.  Phitsanulok Province Gender It was found that the relationship of sex and the choice of cafe service among the people in Mueang Phitsanulok District  Phitsanulok Province had no relationship with age. It was found that the relationship between age and the choice of cafe service among people in Mueang Phitsanulok District  Phitsanulok Province has no relationship.  Monthly income It was found that our relationship with monthly income and the choice of cafe service of people in Mueang Phitsanulok District Phitsanulok Province has no relationship.  and liking. It was found that the relationship of liking and choosing to use the cafe service of the people in Mueang Phitsanulok District  5) The relationship between decision-making factors and the choice of cafe service among people in Mueang Phitsanulok District.  Phitsanulok Province  It was found that the decision-making factor was positively correlated with the choice of cafe service.  statistically significant at the 0.01 level (r = 0.062).