This document outlines a research study on word-of-mouth of Starbucks among ABAC students. It includes the research topic, problem, and objectives. It presents hypotheses that word-of-mouth can be predicted by factors like interaction behaviors and authenticity. It describes the methodology of surveying 300 ABAC students on their Starbucks experiences. Key findings are that taste is the most influential factor on purchases, interaction behaviors and authenticity affect word-of-mouth, and word-of-mouth differs based on monthly income and visit frequency.

3. Research Topic
“Word of Mouth of Starbucks
among ABAC Students”

4. Research Problem
What are the factors affecting
the Word of Mouth of ABAC
students towards Starbucks?

5. Research Objectives
1. To study the effects of interaction behaviors,
store perception, trust and authenticity to
word of mouth of Starbucks among ABAC
students.
2. To study the difference in word of mouth of
Starbucks among various group of ABAC
students
3. To measure the level of word of mouth on
interaction behaviors, store perception, trust
and authenticity to Starbucks.

6. Conceptual Model
Interaction
Behavior
Store
Perception
Trust
Authenticity

7. Hypothesis
H1: “Word of mouth of Starbucks” can be predicted by
interaction behaviors, store perception, trust and
authenticity.
H2: There is a difference in “word of mouth” between
gender.
H3: There is a difference in “word of mouth” among
monthly allowances.
H4: There is a difference in “word of mouth” among
people who visit Starbucks at different rates.

8. Hypothesis
H5: There is a relationship between number of visits to
Starbucks per month and income levels.
H6: There is a relationship between getting updated
information about Starbucks and gender.
H7: The level of word of mouth is high.

9. Research Methodology
Target
Population
ABAC students who ever
consume Starbucks
Sampling
Method
Sample Size
Data
Correction
Method
Convenience sampling
300 respondents
Questionnaire survey

10. S
A
M
P
L
E
P
R
O
F
I
L
E
Descriptive Frequency Percent
Gender
Male 144 48.00
Female 156 52.00
Nationality
Thai 249 83.00
Non-Thai 51 17.00
Academic Year
Freshman 63 21.00
Sophomore 74 24.67
Junior 68 22.67
Senior 95 31.67
Monthly Allowance
Less than 10,000 87 29.00
10,001 - 15,000 134 44.67
15,001 - 20,000 61 20.33
More than 20,000 18 6.00
Beverage Preferred
Coffee 131 43.67
Tea 67 22.33
Juice 63 21.00
Carbonated drinks 39 13.00
Where They Spend Their Free Time
Department Store 127 42.33
Beauty Salon 12 4.00
Home 108 36.00
Sports field 53 17.67
Liking for American Brands
Yes 238 79.33
No 62 20.67
Discussion About Places to Eat & Drink
Yes 229 76.33
No 71 23.67
Hanging Out with Friends in Coffee Shop
Yes 197 65.67
No 103 34.33
Gender: Female
Nationality: Thai
Academic Year: Senior
Monthly Allowance: 10,001-15,000
Beverage Preferred: Coffee
Spend Free Time at: Department
Free time: Department Store
Store
Like American Brand
Disscussion Discussion about about Places Places to to Eats&
Drink
Hang Out with Friend in Coffee Shop
Hang

11. Researcher Findings

12. First Coffee Brand that comes to
respondents’ mind
Descriptive Frequency Percent
Brand that Comes First to Mind
Starbucks 191 63.67
Black Canyon 25 8.33
True Coffee 33 11.00
Coffee World 36 12.00
Blue-Cup 5 1.67
Mc Café 10 3.33
Conclusion:
The brand that first comes to respondents’ mind when
talking about coffee is Starbucks, which is 63.67%.

13. Average spending in Starbucks
in one visit
Descriptive Frequency Percent
Average Spending
Less than 80 Baht 23 7.67
80-150 Baht 170 56.67
151-300 Baht 84 28.00
More than 300 Baht 23 7.67
Conclusion:
The most respondents spend 80 – 150 Baht a time
when they visit Starbucks, which is 56.67%.

14. Average spending in Starbucks in
one visit by monthly allowance
Table of Average spending by Monthly Allowance
Monthly Allowance Total
Less than
10,000
10,001 -
15,000
15,001 -
20,000
More than
20,000
Average spending
Less than 80
Baht
Frequency 11 7 3 2 23
Col Pct 12.64 5.22 4.92 11.11
80-150 Baht Frequency 59 77 28 6 170
Col Pct 67.82 57.46 45.90 33.33
151-300 Baht Frequency 16 38 24 6 84
Col Pct 18.39 28.36 39.34 33.33
More than
300 Baht
Frequency 1 12 6 4 23
Col Pct 1.15 8.96 9.84 22.22
Total Frequency 87 134 61 18 300
Conclusion: Most respondents, who have monthly allowance no more
than 20,000 baht, spend 80-150 baht a times in Starbuck , while other
respondents, who have monthly allowance more than 20,000 baht,
most spend 80-300 baht a times in Starbucks.

15. Brand that comes first to mind by
Liking for American Brands
Table of Brand that comes first to mind by Liking for American Brands
Liking for American Brands Total
Yes No
Brand that comes first to mind
Starbucks Frequency 167 24 191
Col Pct 70.17 38.71
Black Canyon Frequency 18 7 25
Col Pct 7.56 11.29
True Coffee Frequency 22 11 33
Col Pct 9.24 17.74
Coffee World Frequency 25 11 36
Col Pct 10.50 17.74
Blue-Cup Frequency 4 1 5
Col Pct 1.68 1.61
Mc Cafe Frequency 2 8 10
Col Pct 0.84 12.90
Total Frequency 238 62 300
Conclusion: Most respondents, who both like and dislike American
Brands, have Starbucks first to their mind when talking about coffee

16. Rank factors that affects
customer’s decision to buy coffee
Rank
1
Rank
2
Rank
3
Rank
4
Rank
5
Rank
6
Total Rank
Taste 140 57 41 38 18 6 655 1
Brand 48 50 29 53 59 61 1108 4
Freshness 17 49 58 57 68 51 1163 5
Price 36 53 57 55 43 56 1084 3
Location 18 21 32 38 81 110 1373 6
Quality 41 70 83 59 31 16 917 2
Conclusion:
The most influencing factor is “Taste”.
The second most influencing factor is “Quality”.
The third most influencing factor is “Price”.

17. Data Analysis and
Hypothesis

18. H1: Word of mouth of Starbucks can be predicted by
Interaction behaviors, Store perception, Trust and Authenticity
Analysis of Variance
Source DF Sum of
Squares
Mean
Square
Reject Ho
F Value Pr > F
<.0001
Model 4 51.88833 12.97208 39.65 <.0001
Error 295 96.51908 0.32718
Corrected Total 299 148.40741
Root MSE 0.57200 R-Square 0.3496
Adj
Dependent Mean 3.92222 Adj R-Sq 0.3408
Coeff Var 14.58355
R-Sq
Parameter Estimates
Variable Label DF Parameter
Estimate
P-value (.0001) < .05
Standard
Error
0.3408
t Value Pr > |t| Standardized
Estimate
Intercept Intercept 1 0.12183 0.31324 0.39 0.6976 0
Interaction Behavior Interaction Behavior 1 0.44323 0.06954 6.37 <.0001 0.33982
<.0001
Store Perception Store Perception 1 0.01588 0.06694 0.24 0.8126 0.01382
Trust Trust 1 0.21883 0.08240 2.66 0.0083 0.17410
Authenticity Authenticity 1 0.25910 0.07026 3.69 0.0003 0.21488
.0083
.0003
Conclusion: Out of 4 factors, there are only three
factors: Interaction behavior, Trust and Authenticity
that could affect Word of Mouth of Starbucks.

19. H2: There is a difference in Word of Mouth
of Starbucks among gender
Gender N Mean Std Dev Std Err Minimum Maximum
3.8773
Male 144 3.8773 0.6915 0.0576 1.6667 5.0000
Female 156 3.9637
3.9637 0.7160 0.0573 2.6667 5.0000
Diff (1-2) -0.0864 0.7044 0.0814
P-value > .05
Method Variances DF t Value Pr > |t|
Pooled Equal 298 -1.06 0.2896
Satterthwaite Unequal 297.38 -1.06 0.2889
Equality of Variances
0.2896
Method Num DF Den DF F Value Pr > F
0.6741
Folded F 155 143 1.07 0.6741
Conclusion: Both males
and females are satisfied
with Starbucks equally.

20. H3: There is a difference in Word of Mouth of
Starbucks among the 4 Monthly allowances
Source DF Sum of Squares Mean Square F Value Pr > F
Model 3 5.1427690 1.7142563 3.54 0.0151
Error 296 143.2646384 0.4840022
Corrected Total 299 148.4074074
R-Square Coeff Var Root MSE WOM Mean
0.034653 17.73746 0.695703 3.922222
Source DF Anova SS Mean Square F Value Pr > F
Monthly Allowance 3 5.14276898 1.71425633 3.54 0.0151
Means with the same letter are not significantly
different.
0.0151
P-value < .05
Duncan Grouping Mean N Monthly Allowance
A 4.1148 61 15,001 - 20,000
A
B A 3.9478 134 10,001 - 15,000
B A
B A 3.9444 18 More than 20,000
B
B 3.7433 87 Less than 10,000
There is a significant difference in the word of mouth of
Starbucks among the 4 monthly allowance groups.
The group with income of “15,001 – 20,000” significantly has a more
positive word of mouth of Starbucks than the group with income of
“Less than 10,000”.

21. H4: There is a difference in word of mouth among
people who visit Starbucks at different rates
Source DF Sum of Squares Mean Square F Value Pr > F
Model 3 20.7029133 6.9009711 16.00 <.0001
Error 296 127.7044941 0.4314341
Corrected Total 299 148.4074074
R-Square Coeff Var Root MSE WOM Mean
0.139501 16.74654 0.656836 3.922222
Source DF Anova SS Mean Square F Value Pr > F
No# of visits per mo 3 20.70291328 6.90097109 16.00 <.0001
Class Level Information
Class LevelsValues
No# of visits per month 4 Less than once,1-3 times,4-5 times, More than 5 times
Means with the same letter are not significantly
different.
P-value < .05
Duncan Grouping Mean NNo# of visits per month
A 4.3333 19 More than 5 times
A
A 4.2439 41 4-5 times
A
A 4.0528 120 1-3 times
.0001
B 3.6167 120 Less than once
Conclusion: There is a significant difference in the word of mouth of
Starbucks among people who visit Starbucks at different rates.
The group who visit Starbucks ‘less than once’ difference from other
groups.

22. H5: There is a relationship between number
of visits to Starbucks per month and Income levels
Table of No# of visits per month by Monthly Allowance
Monthly Allowance
Less than 10,000 10,001 - 15,000 15,001 - 20,000 More than 20,000 Total
No# of visits per month
50 49 17 4 120
Less than once Frequency
Expected 34.8 53.6 24.4 7.2
Col Pct 57.47 36.57 27.87 22.22
1-3 times Frequency 29 61 22 8 120
Expected 34.8 53.6 24.4 7.2
Col Pct 33.33 45.52 36.07 44.44
4-5 times Frequency 4 17 16 4 41
Expected 11.89 18.313 8.3367 2.46
Col Pct 4.60 12.69 26.23 22.22
More than 5 times Frequency 4 7 6 2 19
Expected 5.51 8.4867 3.8633 1.14
Col Pct 4.60 5.22 9.84 11.11
Total Frequency 87 134 61 18 300
Statistic DF Value Prob
Chi-Square 9 28.8566 0.0007
Likelihood Ratio Chi-Square 9 28.5694 0.0008
Mantel-Haenszel Chi-Square 1 20.0392 <.0001
Phi Coefficient 0.3101
Contingency Coefficient 0.2962
Cramer's V 0.1791
Conclusion: All income groups visit Starbucks about
the different frequency regardless of having less or
more income.
0.0007
P-value (.0007) < .05

23. H6: There is a relationship between getting
updated information about Starbucks and Gender
Table of Source of information by Gender
Gender Total
Male Female
Source of information 17 18 35
Newspaper or Magazine Frequency
Expected 16.8 18.2
Col Pct 11.81 11.54
Radio or Television Frequency 3 6 9
Expected 4.32 4.68
Col Pct 2.08 3.85
Friends or Family Frequency 54 42 96
Expected 46.08 49.92
Col Pct 37.50 26.92
Social networks Frequency 41 48 89
Expected 42.72 46.28
Col Pct 28.47 30.77
Website or Blogs Frequency 11 16 27
Expected 12.96 14.04
Col Pct 7.64 10.26
Posters or Brochures Frequency 18 26 44
Expected 21.12 22.88
Col Pct 12.50 16.67
Total Frequency 144 156 300
Statistic DF Value Prob
Chi-Square 5 4.9876 0.4174
Likelihood Ratio Chi-Square 5 5.0169 0.4138
Mantel-Haenszel Chi-Square 1 1.2894 0.2562
Phi Coefficient 0.1289
Contingency Coefficient 0.1279
P-value
Cramer's V 0.1289
(.4174) > .05
There is no significant relationship between getting updated
information about Starbucks and gender.
.4174

24. H7: The level of word of mouth is high
N Mean Std Dev Std Err Minimum Maximum
300 3.9222 0.7045 0.0407 1.6667 5.0000
DF t Value Pr > |t|
299 22.67 <.0001
Conclusion: The level of
word-of-mouth toward
Starbucks is significantly
high. Most respondents have
positive word-of-mouth toward
Starbucks.
<.0001
P-value (.0001) <
.05

25. Conclusion and
Recommendation

26. Conclusion
• Out of 4 factors, only 3 factors Interaction behaviors,
Trust and Authenticity could significantly influence Word
of Mouth of Starbucks. And the Interaction behaviors
could influence Word of Mouth higher than Trust and
Authenticity.
• Word of mouth of Starbucks is the same among ABAC
students, whether they are male or female.

27. Conclusion
• The group with a monthly allowance of ‘15,001 –
20,000’ has a higher word of mouth of Starbucks than
the group with a monthly allowance of ‘Less than 10,000’
• The group who visits Starbucks more than 5 times has a
higher word of mouth of Starbucks than other groups
who visit 5 or fewer times.
• The level of word of mouth of Starbucks is high among
ABAC students

28. Should focus on
“Interaction Behavior”
Because it has the highest
influence on World-of-Mouth.