Factors Influencing The Purchase of Doi Chaang Coffee Beans for Working-Age Consumers

Abstract

The objective of this research is to study the factors influencing the purchasing decisions of DOI CHAANG coffee beans among working-age consumers, focusing on brand image factors and brand trust factors. This quantitative research collected data using online questionnaires through Google Forms and QR Codes. The sample group for this study comprised consumers who chose to purchase DOI CHAANG coffee beans in all four flavors: Espresso Supreme, Premium Classic, Organic Signature, and Peaberry Classic. The data were then statistically analyzed and reported in terms of frequency, percentage, mean, and standard deviation.

The study found that most respondents were female, aged 25-34 years, with a bachelor's degree, employed in private companies, and had a monthly income of 15,001-25,000 baht. It was found that brand image factors, including attitude and benefits, as well as brand trust factors, including the benevolence of the brand, did not significantly influence the purchasing decisions of DOI CHAANG coffee beans among working-age consumers at a confidence level of 0.05.