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The strategy of Franchise business model success for Amazon coffee Thailand case study comparing marketing mix and psychological factor on consumption of coffee Amazon petrol station Banfkok and petrol station Suratthani

Assignment Requirements
write and answer hypothesis. Please you read all chapter and write answer hypothesis. So I will sent chapter 1, chapter3 and 2 SPSS 1. SPSS Bangkok 2. SPSS Suratthani. Also I will sent 2 sample and instructions to you.
Part 1 General information from respondents
Explanation: Please make a tick [√] sign in the appropriate box that matches the fact or your strong opinion.


Male                                           Female


Less than 21 years old                        21-25 years old
26-30 years old                        31-35 years old
36-40 years old                        41-45 years old
46-50 years old

Marital status

Single                                         Married
Divorced/ Widow/ Separate

Highest education

Secondary School                                                           High School
Diploma/High vocational certificate                           Bachelor Degree
Master Degree                                                   Doctor of Philosophy


Student                                                      Private company officer
State Enterprise officer                          Government officer
Business owner                                        others (Please indicate ………)

Incomes per month

Less than 10,000 Baht                                           10,000 – 15,000 Baht
15,001- 20,000 Baht                                  20,001- 25,000 Baht
25,001- 30,000 Baht                                              Over 30,000 Baht
Part 2 Marketing mix questionnaire
Explanation: Please make √ sign in the box that matches your opinion the most.

Marketing mix factor
Agreement level

Completely agree
Completely disagree

Price section
1. Appropriate price compared to the quality

2. Price tag shown clearly

3. Provide price tag for each size of coffee

4. Indicate the price of the extra component

5. Provide credit card service

Selling section
6. Convenient location

7. Beautiful atmosphere

8. Provide enough seats for customers

9. Appropriate Opening-time

10. Open everyday

11. Advertising through media

12. Discount coupon

13. Collecting coupon for prize or discount

14. Provide compliments

15. Provide member card for discount

16. Sufficient staff

17. Staff have qualified skills to provide coffee drinks

18. Staff are active and adroit

19. Manners and interpersonal relations of staff

20. Provide equal quality service for all customers

Service process
21. Welcoming

22. Provide product information to customers

23. Provide prompt purchasing and payment process

24. Provide correctpurchasing and payment process

25. Provide serving service at the table

Part 3 Phycology questionnaire
Explanation: Please make √ sign in the box that matches your opinion the most.

Marketing mix factor
Agreement level

Completely agree
Completely disagree

1. You choose the shop because you believe in their service

2. You choose the shop because you followed other people

3. You are proud to have chosen the product

4.   You choose the product to show your taste

5.   You choose the product because of its popularity

6. You have received information about the product perfectly well

7. You know all information about the product from the staff clearly

8. You know and admire the freshness of the product

9. You know and admire the taste of the product

10. You know and admire services of the coffee shop

11. You considered and choose the product because of its quality and worthiness as compared to the price

12. You considered and choose the product because of its quality and taste

13. You considered and choose the product from price

14. You considered and choose product from personal needs and satisfaction

15. You ask for opinion from your family, colleges, company and other people before choosing product

Part 4 Consumer Behavior
Explanation: Please make    √ sign in the box that matches your opinion the most.

Marketing mix factor
Agreement level

Completely agree
Completely disagree

1. Famous coffee
shop which is known

2. High-technology of
coffee making machine

3. Provides variety
Coffee brand (such
as Cappuccino,
Espresso, and Latte)

4. Different and
unique coffee than
others in the market

5. Provide high
quality of coffee bean

6. You love finding a
brand new coffee

7. You love keeping
updates about new

8. You love drinking
coffee from outside

9. You love
new and different

10. You love the
convenience of coffee

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