CONSUMER’S ATTITUDE TOWARDS SERVICE MARKETING MIX AND OTHER STIMULI: CASE STUDY OF CONSUMER IN FRESH BREWED COFFEE SHOP, TRANG

Abstract

The purpose of the research were to (1) study the consumer’s attitude towards The service marketing mix classified by population (2) study the consumer’s attitude towards Other Stimuli classified by population (3) Study the consumer’s behavior to select the fresh brew coffee shop. 400 respondents answered the questionnaire. Descriptive Statistics which are Percentage, Means and Standard Deviation were used to analyze the data. Inferential Statistics t-test, One-Way ANOVA were also employed with statistically significant at 0.05

The research showed that Trang’s Consumer, overall, highly agreed upon the Service marketing mix and their overall about the Other Stimuli that effected decision making were high. For hypothesis testing, the significant differences of Trang’s consumer had difference on the attitude of service marketing mix and the significant differences of Trang’s consumer had difference on the attitude of the other stimuli with statistically significant at 0.05.