A Study of Image Perspective, Satisfaction and Decision Factors for Consuming Products from Local Coffee Beans in Ubon Ratchathani Province

Abstract

       The aim of this research was to examine customer perspectives on image satisfaction and decision factors regarding the consumption of products made from local coffee beans in Ubon Ratchathani Province. The sample group consisted of 400 customers from a fresh coffee shop that uses Robusta roasted coffee beans in Ubon Ratchathani Province. A multiple-choice questionnaire was utilized as the data collection tool, drawing information from research reports, academic articles, website information, and related studies. Coffee shop entrepreneurs who source their materials from Robusta coffee beans in Ubon Ratchathani Province were requested to distribute the questionnaires to their target customers. The analysis of the respondents' personal data revealed that the majority were female, of school age, with work experience and a bachelor's degree. Most respondents were civil servants, and their social status was moderate. The analysis of the overall perspective on the product image of local coffee beans in Ubon Ratchathani Province indicated a high level of perception. The highest average was observed for the attribute of non-toxic production processes for the environment, followed by the use of locally sourced coffee beans, which supports local employment and contributes to the province's economy. Additionally, the historical background of the coffee and its story were also valued. The analysis of customer satisfaction with the consumption of products made from local coffee beans showed the highest levels of agreement regarding the future increase in local coffee consumption. The desire for repeat purchases when new local coffee products are introduced and preferences for taste, aroma, and strength of the coffee were also prominent. Furthermore, the analysis of decision factors influencing the consumption of products from local coffee beans in Ubon Ratchathani Province revealed a high level of opinion. The desire to experiment with new products had the highest rating, followed by the importance of local sourcing, unique product features, perceived product quality, and attractive packaging design. Hypothesis testing results indicated no significant differences in views on local coffee among the sample groups based on status, age, education level, occupation, and monthly income, at a significance level of 0.05.