Consumer Behavior That Influences the Purchase Decision Process in Purchasing Fresh Coffee : A Case Study of Mueang District, Surin Province

Abstract

            This study aimed to: (1) examine consumers' personal characteristics and fresh coffee consumption behavior at locally owned cafés in Mueang Surin District, Surin Province; (2) investigate the level of the fresh coffee purchase decision process; and (3) compare the purchase decision process across consumers with different personal characteristics and consumption behaviors. The sample consisted of 400 customers selected through convenience sampling. Data were collected using a structured questionnaire with an overall reliability coefficient of 0.910. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed, while inferential analysis was conducted using analysis of variance (ANOVA). The findings revealed that: (1) most respondents were female, aged 21–40 years, earned less than 15,000 baht per month, held a bachelor's degree, and were government officials or public-sector employees. Regarding consumption behavior, most respondents visited local cafés one to three times per week, preferred purchasing coffee in the morning, considered taste as the primary purchasing motive, and spent less than 50 baht per visit. (2) Overall, the fresh coffee purchase decision process was rated at a high level. The highest mean score was found for the purchase decision stage, followed by brand trust and satisfaction, post-purchase behavior, evaluation of alternatives, and information search, respectively. (3) The fresh coffee purchase decision process differed significantly according to consumers' gender, age, occupation, and frequency of café visits (p < .05). The findings provide practical implications for developing marketing strategies that better align with consumer behavior and purchase decision processes in locally owned cafés in Surin Province.