Marketing Strategic of Retail and Wholesale Store Business of Kuanghong Part., Ltd. Charoen Sin District, Sakon Nakhon Province

Abstract

          The objectives of this research were 1)to study behaviour and satisfaction of customers towards products and services of the retail and wholesale store business Kuanghong Part., Ltd., and 2) to specify the strategy for improvement of retail and wholesale store business of Kuanghong Part., Ltd. Charoen Sin District, Sakon Nakhon Province. This was quantitative research by using a questionnaire, which IOC was 0.67-1.00 and Cronbah alpha at 0.90. The questionnaires were collected data from 400 customers in Charoen Sin District, Sakon Nakhon Province. Percentage, mean, and standard deviation were applied for data analysis, including set the marketing strategic.
          According to the research findings:
          1) Behaviour and satisfaction of customers towards products showed the most customers who bought retail and wholesale products from the store business of Kuanghong Part., Ltd. had self-awareness. They bought products because of their own decision and most bought consumer goods. The reason for buying was that there were various types of products. The aim of buying was for family consumption. The satisfaction towards the marketing mix in the decision to buy goods from the retail and wholesale store business of Kuanghong Part., Ltd. was at the highest level as 25 topics were rated at the highest level and 14 topics were rated at the high level.
          2) The marketing strategies of retail and wholesale store business of Kuanghong Part., Ltd. were incorporated into seven projects, 1) Marketing and Sales Promotion, 2) Profit return to society for image building and good relationship with customers, 3) To find new wholesale customers, 4) Addition of advertisement and PR channels, 5) Participation with the state project, 6) Inventory management with efficiency, and 7) Motivation building for employees.