Marketing Mix and Brand Equity in Consumer’s Buying Decisions of Café Amazon in Khon Kaen Province

Abstract

The purposes of this study were: 1) to study the marketing mix and brand equity in deciding to use Café Amazon in Khon Kaen province, 2) to compare the marketing mix and brand equity in deciding to use Café Amazon in Khon Kaen Province classified by personal factors. The samples of this study were 403 consumers. They were selected through simple random sampling.
The questionnaires were adopted to collect data and were analyzed using frequency, percentage, mean, standard deviation t-test and F-test.

            The results of the research found that the level of opinions of the marketing mix and brand equity for the decision to purchase coffee at the Café Amazon in Khon Kaen Province, were

at the high levels of their opinions. The results found that the consumers important on marketing mix and brand equity in every aspect were high level; included place, people, physical evidence, brand equity, process, product, price and marketing promotion, respectively. The results of hypothesis testing showed that different personal factors of occupation affect the marketing mix (place, promotion and physical evidence) and brand equity in deciding to use Café Amazon in Khon Kaen province differently at the 0.05 level, except for gender, age, education level, and average monthly income there was no difference in the Café Amazon in Khon Kaen Province consumption decision.