Purchasing Behavior, Attitude and Tendency of The 1 Consumer Behavior Who Purchase Products Through Central Department Store Omni Channel Service

Abstract

        The objectives of this research were to study purchasing behavior, attitude and trends of The One consumer behavior who purchase products through Central department store omni channel service and 1.) to study the background, behavior, attitude, and behavioral trends of the consumers who use the service to purchase products at Central department store. 2.) To study the behavior of consumers using the service to purchase products, and the relationship between the attitudes of customer relation management of Central department stores.

        This is a quantitative research with a survey research approach, involving a cross-section study and the use of the questionnaire as a data collection tool. The samples answered the questionnaire by themselves. The total surveyed sampling population consists of aged 21 years and above, member of The One, purchase product through Central department store omni channel service, during 6 months ago. The total number of population are 400 samples, using the online volunteer methods sampling approach. The data are analyzed using descriptive statistics to explain the demographic profile, exposure to information, attitude, participation and participatory tendency toward the project. The hypothesis is tested, using inferential statistics to analyze and find the relationship between variables, i.e. Pearson Correlation, at a significant level of 0.05. The finding is as follows:

        The majority of the samples are female, aged between 21 and 25 years, with the highest education level at bachelor’s degree, and a personal income of below 35,000 baht per month. On exposure to information, it is found that the channel which they purchase the product of Central department store is mostly through sale staff at store. With regard to the contents, the overall attitude toward the project is positive, Central has several delivery methods in the selected area, Central provides the multi sale channel to purchase, i.e. Sale staff, Personal Shopper, CHAT & SHOP, FACEBOOK, and WWW.CENTRALONLINE.COM. The trend is found to be a high level, while they show the tendency in the recommend the service to other customers at a high level.

        The testing of the hypothesis reveals that the overall purchasing behavior through omni channel has no relationship with the attitude to customer management. In addition, it is found that the people’s overall attitude has a positive relationship with the tendency, that the attitude toward the project has a positive relationship.