Consumers purchasing behavior of coffee via mobile devices in Thailand

Abstract

The objective of this research is to investigate the consumers purchasing behavior of coffee via mobile devices in Thailand. The samples are from online consumers aged between 18-45 years old. The data was collected with a convenient sampling method by using online questionnaires from 330 consumers. The descriptive statistics were used to analyze the average, percentage, standard deviation and Chi-square test. The results showed that most of the respondents were female (72.73%), and most of them were aged between 27-45 years (Generation Y). Personal income of consumers showed that they have an income of between 10,001-15,000 Baht per month. The results demonstrated that the duration of using the application to purchase coffee online was about 2-3 times per week and the amount of coffee purchased each time (not including shipping costs) was about 51-100 baht, with most payments being made by transferring money via a mobile banking application. In addition, the most common reason for using a coffee buying app is due to the convenience of purchasing. However, the barrier to using a coffee buying app are the shipping costs which can be quite high. Moreover, the results from statistical analysis showed the relationship between generation and money usage to purchase coffee by app on a regular basis (not including delivery) were found statistically significant at 0.05. In addition to the marketing mix, the results showed that the factors which are affecting consumers’ purchase behavior are; product, price, place, and promotion.