THE FACTORS OF THAI CONSUMERS DEMAND AND SATISFACTION WITH NIGHT LIFE CRAFT BEER BAR IN KHON KAEN MUNICIPALITY
Keywords:
Demand, Satisfaction, Craft Beer, Khon Kaen MunicipalityAbstract
This research aimed to investigate the needs and satisfaction of Thai consumers regarding nighttime craft beer bars in Khon Kaen Municipality, as well as to examine the personal factors influencing these needs and satisfaction. A mixed methods research design was employed, with the sample divided into two groups : 1) 400 Thai tourists and local residents who use nighttime craft beer bars in the municipality; and 2) two key informants representing nighttime craft beer bar operators in the study area. The findings revealed that, overall, the needs of Thai consumers toward nighttime craft beer bars in Khon Kaen Municipality were at a high level. Specifically, the highest mean score was for atmosphere (x̄= 4.56), followed by the quality and variety of drinks (x̄= 4.43), accessibility (x̄= 4.34), price (x̄= 4.28), service staff (x̄= 4.45), and sales promotion (x̄= 4.45). Regarding satisfaction, the overall level was also high across all dimensions, with the highest mean score for the quality and variety of drinks (x̄= 4.43), followed by sales promotion (x̄= 4.15), service staff (x̄ = 4.01), atmosphere (x̄= 4.14), accessibility (x̄= 4.01), and price (xˉ=4.01). In terms of personal factors, the results showed that satisfaction related to accessibility differed significantly among various age groups (p=.019) and monthly income levels (p=.022). Satisfaction regarding service staff also differed significantly according to education level (p=.010). Additionally, overall satisfaction differed significantly based on the reasons for using the service (p=.027).
These findings indicate that personal factors have varying effects on consumers’ perceived satisfaction. Therefore, it is necessary to develop strategic plans tailored to each target group’s needs in order to enhance satisfaction and effectively attract customers.
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