Marketing Factors that affect Consumers’ Behaviour Using Café of Students within Mahidol University, Salaya, Nakhon Pathom province

Abstract

          The objectives of this research were to study 1) the level of marketing factors that affect consumers’ behaviour, 2) to compare consumers’ behaviour, classified by personal factors, and 3) to present factors marketing have related consumers’ behaviour. The research employs quantitative method by using a close-ended questionnaire for survey research. Data were collected from 400 students within Mahidol University, Salaya, Nakhon Pathom province under concepted by (Cochran et al., 1953 : 690). Alpha Cronbach's confidence coefficient was .992. The statistic of this research was percentage, mean, standard deviation, t-test, F-test, and Pearson's coefficient correlation analysis.
          The research finding revealed that 1) overall marketing was at high level with an average value of 3.63, and standard deviation; .168, 2) personal factors by gender, age, income, college year, and faculty is significantly affected to consumers’ behaviour at .05 level, and 3) marketing factors are significantly related to consumers’ behaviour using Café of students within Mahidol university, Salaya, Nakhon Pathom province at .01 level (R²=.285**, .516**, .360**, .471**, .594**, .644**, .980**)