Chulalongkorn University Theses and Dissertations (Chula ETD)

Other Title (Parallel Title in Other Language of ETD)


Year (A.D.)


Document Type

Independent Study

First Advisor

Ratidanai Hoonsawat


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




Nowadays, the coffee shop business market has consecutively high competition, in terms of consumers that have various coffee brands to consume and also in terms of owners that have more competitors. CPALL is one of the biggest companies in Thailand that demands market value of coffee shops. There are 7 coffee brands under the CPALL including Caffe MuanChon. In consequence, the purpose of this study is to examine the factors that affect consumer’s decision to purchase Caffe MuanChon. First is 7Ps marketing mix especially product and price and second is demographic factors which are gender, age, income (per month), education and occupation. The study was a survey consisting 205 samples of respondents who know and used to consume Caffe MuanChon and also specify respondents who live, work or study in the Bangkok Metropolitan Area. Data was primary data which was collected by using questionnaires through social media. Analyzing the data used both descriptive statistics and inferential statistics by using programs which were Microsoft Excel and Gretl. The results of this study show that there are 3 factors of marketing mix that have an impact on consumer’s purchase decision from Caffe MuanChon. First is physical evidence that has significance at 99 percent confidence level. Second is also a product that has significance at 99 percent confidence level. Third is price that has significance at 95 percent confidence level. These 3 factors have a positive impact on the decision to purchase Caffe MuanChon. On the other hand, demographic factors have no impact on the decision to purchase Caffe MuanChon.

Included in

Economics Commons



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