Abstract

The purposes of this study were to identify the importance of services marketing mix influencing the Starbucks consumers in Bangkok, Thailand, to examine the relationship between personal factors and consumer behaviors and to examine the relationship between services marketing mix and consumers behaviors.

A questionnaire survey was used. The sample was 400 Starbucks coffee consumers. It was found that the respondents were female and male of 63.90 percent and 36.10 percent respectively. The majority respondents were in age group 21-30 years old, the majority occupation were office workers with level of monthly income more than 30,000 baht. The majority of respondents went to Starbucks coffee 1-2 times a week. The average expenditure of each purchase was 101-200 baht with the beverage size of Grande (16 oz.).The majority favorite beverage was Iced Cappuccino. The reason for buying Starbucks beverages was the flavor of coffee.

The results indicated that the most importance of services marketing mix was product, process, people, place, physical environment, promotion and price, respectively. Both personal factors and components of services marketing mix affected consumer behaviors. The results showed that gender affected three consumer behaviors; the frequency of visit at Starbucks shop, cup sizes and favorite beverage. Career affected all five consumer behaviors. Age affected the frequency of visit the Starbucks shop and favorite beverage. While education and income level affected two consumer behaviors; the frequency of visit the Starbucks coffee shop and expenditure of each purchase.

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