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

Katikar Tipayalai


Faculty of Economics (คณะเศรษฐศาสตร์)

Degree Name

Master of Arts

Degree Level

Master's Degree

Degree Discipline

Business and Managerial Economics




Currently, bubble tea has become some of the most famous beverages that people prefer to drink worldwide, especially in Thailand. The bubble tea shop business market has consecutively high competition, in terms of consumers having different choices of beverages to consume and also in terms of owners that have more competitors. KOI Thé is possibly one the most popular bubble tea chain in Thailand. In consequence, this paper's purpose can be classified into two categories. First, to examine the impact of components of the 7Ps marketing mix on consumers' purchasing decisions of KOI Thé. Second, to examine the influence of demographic factors including gender, age, education, occupation, and income on consumers' purchasing decisions of KOI Thé. The study was a survey consisting of 300 samples of respondents who used to consume KOI Thé and also specify respondents who live in the Bangkok Metropolitan Area. Data was primary data which was collected by using questionnaires through social media. Analyzing the data using both descriptive statistics and inferential statistics by using programs which was SPSS. The result from this study found that most of the respondents are female, aged between 21 and 30 years old, achieved a bachelor’s degree, corporate employees, and have monthly income between 15,001-30,000 Baht. For marketing mix factors that have a positive impact on the decision making of purchasing KOI Thé of people in Bangkok are as follows: Product factor, Price factor, and People factor respectively. On the other hand, demographic factors have no impact on the decision to purchase KOI Thé.

Included in

Economics Commons



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