Coffee consumption behavior and SWOT analysis: a coffee shop in Hat Yai

This independent study aims to study the coffee consumption behavior of students and the strategies for coffee shop entrepreneurs around the Prince of Songkla University Hatyai campus. To guideline the business development strategies, the population and samples were 2 groups: 1) The students who are studying in Prince of Songkla university random sampling 353 cases and 2) The entrepreneur of a coffee shop around Prince of Songkla University Hatyai Songkhla. Structured questionnaires and in-depth interviews were used as a research tool. The primary data included students’ general information, consumer behavior, and factors affecting consuming fresh coffee decisions by using marketing mix(4Ps) and SWOT analysis. The finding revealed, most consumers were female students with bachelor’s degrees and the age range is 21-23 years old, mainly respondents have a monthly income between 9,001 - 12,000 baht per month with an average consumption of 1.4 / day. The student paid an average of coffee expense 61 - 100 baht per day. The most important factor affecting making-decision on fresh coffee consumption behavior is to reduce drowsiness.