Abstract: The purpose of this research was to study the behavior
trend factors of consumers to roasted coffee at the petrol station on
the route of Rangsit to Nakhon Nayok. The research drew upon data
collected from the regular consumers of roasted coffee stands. The
majority of respondents was male, 33-39 years old, and holding a
bachelor degree. The majority of respondents considered themselves
private business proprietors or entrepreneurs and had a monthly
income of between 10,000-16,000 baht. The regular coffee
consumers spent a minimum coffee expense of between 45 and 300
baht per day. These consumers also displayed good attitude and good
motivation which can be ranked as very high. From the hypothesis
testing of the behavior trend for the roasted coffee consumers in
repurchasing coffee and recommended the coffee to others, the
findings revealed that it had a significant correlation. Moreover, the
overall attitude towards the marketing mix factors also had a
significant correlation with the behavior trend consumers.