Potential and Prospect of Retail Business Management in Kukhan District, Srisaket Province

Abstract

          This study has the following objectives (1) To study the potential of retail business operators in the Kukhan district of Sisaket (2) To study the trend of retail business management possibilities in the Kukhan district of Srisaket.
          The sample group used for the research was 45 entrepreneurs of retail store in the Kukhan district of Srisaket Province. As a result of the study, most of entrepreneurs of retail store business are female, aged 25 or older, graduated from high school, and have been in business for 5 to 10 years, and the location of the store is next to the main street, and most of the operating funds are used for private funds and operating funds of 50,000 Baht or more. So, the ways to survive under the economic downturn of retail business in Khukhan District, Sisaket Province, should be reorganized into small stores selling convenience goods in response to changes in gender, age, education level, business period, location, financial resources and funds invested in Khukhan District, Sisaket Province, It is a small store selling convenience goods to respond the needs of a small group of consumers, It might be a floating-panel store, and the operator must adjust in terms of location, design, store, layout, price and promotion.
          In terms of business adjustment, in order to survive under the economic downturn of retail business in Khukhan District, Sisaket Province, it was found that retailers have adjusted about productivity, service, price, marketing promotion and scalability of the store business to match the current economic conditions and to continue operations in a more competitive environment of current and future. Therefore, retailers must adapt to the following guidelines: building customer understanding of finding products to be distributed according to customer needs, modern management techniques, modernizing, convenient, suitable for finding categorical items and opening / closing - time must be different from other nearby stores, etc.