Quality Coffee Production to Market Demand

Abstract

A study on the production of quality coffee to meet the needs of the market with the aim of studying the process, how to produce quality coffee in Champasak province and to study the buying behavior of instant coffee products of Daoheuang, which is defined the size of the sample group by using William G. Cochran’s formula. (1997) obtained a sample of 385 people, using a questionnaire to interview those who have ever drank instant Dao Coffee, which analyze the frequency, percentage, and marketing mix factors, the analysis was based on the average value and standard deviation, and one-way ANOVA was used to analyze the difference between the average value of the sample group more than two independent groups together.

The results of the study found that: the buying behavior of instant coffee of the Daoheuang company shows that the product factor has many opinions with an average value equal to 3.99 and a standard deviation value equal to 0.59. If we consider each aspect of goods quality and safety have various opinion with average value of 4.06 and a standard deviation value equal to 0.72, the product has its guaranteed brand and trustworthy quality with many opinion average value equal to 4.04 and a standard deviation value equal to 0.77, the brand of goods trustworthy with average value equal to 4.03 and a standard deviation value equal to 0.82, the production with identify the expire obviously which has many opinions with average value equal to 4.03 and a standard deviation value equal to 0.81. The shape of packaging aspect was attractive which has many opinions with average value equal to 3.94 and the standard deviation value is equal to 0.79, the product aspect has products that show information, details, benefits or values, the nutrition aspect clearly which has many opinions with the average value equal to 3.92 and the standard deviation value is equal to 0.87, the product aspect has a variety of opinions with the average value equal to 3.91 and the standard deviation value is equal to 0.79.

One Way ANOVA shows that product and process aspects are statistically significant between groups with a confidence level of 99%. Due to Dao Coffee products have modern production methods and are well trusted by consumers, other aspects are ineffective because the price is acceptable, easy to buy, there are advertising signs or posters everywhere, and they are sold in both shops and general grocery stores.