CONJOINT ANALYSIS IN THE DECISION-MAKING FOR CHOOSING CAFE IN BANGKOK METROPOLIS: การวิเคราะห์ร่วมในการตัดสินใจเลือกใช้บริการร้านกาแฟ ของผู้บริโภคในเขตกรุงเทพมหานคร

The purpose of this research is to study the important factors that influence consumers' decision-making in choosing a cafe in the Bangkok Metropolitan area, and to compare the demographic characteristics and lifestyle patterns that affect the choice. This research was conducted using multiple methods. Part 1 Qualitative Research; Key information regarding who has used a cafe in the Bangkok Metropolitan area at least once, totaling 21 people. There were divided into three different age groups, then put through semi-structured online interviews. The data from these interviews was analyzed and concluded. Part 2: Quantitative Research; data was collected through questionnaires from a sample group of 200 cafe customers within the Bangkok Metropolitan area. The statistic used in the data analysis were: conjoint analysis, descriptive statistics and inferential statistics. The research findings indicate that the sample groups ranked the importance of decision-making factors for choosing cafe in the following order: convenient location for traveling to the cafe, cafe decoration, availability of parking space near the cafe, advertising, and taste of the coffee. The hypothesis testing results reveal the following: 1) Consumers of different genders gave unequal importance to taste of coffee and cafe decoration. Whereas, consumers whose ages, education level and average monthly income were different all gave unequal importance to cafe decoration, and availability of parking space near the cafe. Furthermore, Consumers of differing occupations gave unequal importance to the taste of coffee, advertising and availability of parking space near the cafe. 2) Consumers with different frequencies of service usage gave unequal importance to the advertising. 3) Customers with differing lifestyles and opinions gave unequal importance to the cafe decoration and availability of parking space. This study demonstrates the overall preference scores and the ranking of decision-making factors among consumers. Therefore, the research data will enable business owners to identify the importance of each factor that influence consumers' decision-making in choosing cafe and develop strategies accordingly. This information can be used to improve and enhance their businesses in the future