AN INVESTIGATION OF CONSUMER BEHAVIOR AND MARKETING STRATEGY DEVELOPMENT FOR FRESH MILK BAR: A HEALTH-ORIENTED MILK SHOP IN MUEANG DISTRICT, CHONBURI PROVINCE

Abstract

This study aimed to (1) examine consumer behavior of customers using the services of Fresh Milk Bar, (2) analyze factors influencing consumers’ purchase decisions, and (3) propose appropriate marketing strategy development for the target market. The study was based on the marketing mix (4Ps) concept proposed by Kotler and Keller, as well as the consumer behavior framework of Schiffman and Kanuk. This research employed a quantitative, descriptive research design. Data were collected using a questionnaire administered to 400 consumers who had used the services of Fresh Milk Bar in Mueang District, Chonburi Province. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics, including the t-test and correlation analysis.

          The findings revealed that most respondents were female, aged 18–25 years, employed in the private sector, and had an average monthly income of 10,001–20,000 baht. Consumers placed a high level of importance on the quality and safety of raw materials, and perceived social media promotion as having the strongest influence on their purchase decisions. Inferential analysis indicated that female consumers exhibited higher repeat purchase behavior than male consumers, and higher-income groups reported greater satisfaction. Furthermore, the most significant predictors of repeat purchase were raw material quality, followed by reasonable pricing. The results of this study can be applied as guidelines for developing marketing strategies for Fresh Milk Bar that align with target customers’ needs and enhance competitive advantage in the market.