Main Article Content
This research aims 1. To study the development of marketing mix strategies of coffee shop entrepreneurs in Chanthaburi Province. 2. To study consumers’ behavior in the choice of coffee shop service in Chanthaburi Province and 3. To analyze the marketing mix factors (7P's) affecting the decision to use the coffee shop service of the coffee shop users in Chanthaburi Province. Use two research methods, qualitative research is the main informants are the 5 executives of the coffee shop by in-depth interview and quantitative research, a total of 400 samples. The statistics used to analyze data include frequency, percentage, mean, standard deviation, and multiple regression.
The results showed that coffee shop entrepreneurs are constantly developing marketing mix strategies to meet the needs of consumers and re-purchase and customers who are the brand royalty and multiple regression analysis of 7P's marketing mix factors affecting the decision to use the coffee shop service in Chanthaburi Province. It was found that all factors affected the decision to use the coffee shop service at a statistical significance level of 0.05.
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