Analyzing Customer Preferences for Coffeetel Product Development: A Statistical Approach

Background and Objectives: The development of Coffeetel products, which are hybrid beverages merging coffee culture with local ingredients, represents a significant innovation in the hospitality industry. It provides establishments with an opportunity to distinguish themselves, adapt to increasing consumer preferences, and maintain competitiveness in the market. Numerous studies have examined customer satisfaction with current products. There is limited research on how the integration of local ingredients and coffee can be used to innovate and effectively position new beverages on the market. This study aims to develop data-driven strategies for Coffeetel product positioning. Methodology: A mixed-methods approach was employed to ensure comprehensive insights. The qualitative phase involved in-depth interviews with community leaders, barista, and entrepreneurs of local restaurants to identify key indigenous ingredients renowned for their cultural and nutritional value. Ingredients such as palm sugar, node juice, fresh sugar, coconut, butterfly pea, black plum, honey, and star gooseberry emerged as standout elements, reflecting the rich biodiversity and culinary heritage of Southern Thailand. These raw ingredients were chosen for their capacity to improve beverage quality, flavor characteristics, and overall attractiveness of the beverage. The quantitative phase then comprised a sample of 384 consumer satisfaction surveys regarding novel products. Main Results: The study team has successfully created eight novel Coffeetel prototypes, which are named Tal Luem Dong, Satan Ab Nam Phueng, Ratree Bek Fa, Tom Som Yok Krua, Anyamanee Thong Thung, Wiman Heun Lom, Long Dong Tal, and Meri Rueng Fai. Each beverage was crafted to deliver a distinctive sensory experience, combining traditional flavors with modern presentation techniques. The questionnaires administered to evaluate customer satisfaction found that most participants were married women with bachelor degrees, between 31-40 years old, who worked as government officials and earned 10,000-20,000 baht per month. Tal Luem Dong, Long Dong Tal, and Wiman Heun Lom were the top three preferences for the creation of Coffeetel products. An analysis of the Coffeetel product development revealed a high level of customer satisfaction with the product attributes of these beverages. Moreover, the multiple regression analysis indicated that consumers’ frequency of purchase and average income have the most significant positive impact on customer spending, followed by service provider quality and promotional efforts. However, the beverage types of Meri Rueng Fai, Wiman Heun Lom, and physical evidence negatively affect expenditure. Conclusions: The objective is to strategically position the Coffeetel product in the market. The Coffeetel product initially established its position through attributes and benefits by enhancing service providers' capabilities to act as cultural ambassadors. This approach highlighted personalized service, staff expertise, and memorable customer interactions, while also suggesting the expansion of Coffeetel products as a "premium lifestyle beverage" that offers local wellness benefits. Secondly, the Coffeetel product is positioned according to user demographics. Loyal customers and high-income customers demonstrate significantly greater spending on Coffeetel products. This indicates that Coffeetel should implement loyalty programs, subscription models, and community-building initiatives. Thirdly, the Coffeetel product should be positioned based on its price and quality. Coffeetel's promotional strategy during the product launch is recommended to enhance market acceptability.