Consumer’s Shopping Behavior and Attitude toward the Marketing Mix of Phatthalung Retail Post Shop

Abstract

This thesis aimed to analyze the shopping behavior and factors related to the behavior of the consumers as well as the factors corresponding to the attitude of the consumers toward the marketing mix of the Phatthalung retail post shop. The raw data was collected via questionnaire from 320 consumers visiting the post shop in October to December 2010. Frequency, percentage, mean, standard deviation, standard Chi-square and Cramer ‘s statistic coefficient were employed to analyze the data .

The research results showed that most of the customers were single male, 20-30 year old, Bachelor ‘s degree graduates, Buddhism, living near by the Phatthalung city municipality zone and work as an officer for governor/state enterprises . Their salary ranked from 5,000 to 10,000 bath. The consumer moderately satisfied by the products and services provided by the post shop. More than 50 percent of the customers agreed if the post shop will sale more categories of products. It was evident that most of the customers were not stamp collectors. They came to the post shop when they needed some services as well as some general post products, i.e. stamp, envelope, occasional and sacred objects. Most of the respondents accessed to the information of the shop via visiting the post office. In contrast, mass media, i.e. television, radio or internet were not sufficient channel to reach the customers.   However, most of the customers supported the establishment of new retail post shop in the other post offices. Price discount could be the best way for sale promotion. The shopping behaviors of the consumers correlated with their sex, age, married status, educational level, occupation and monthly income. Product, Price, People, Process and Promotion were the main factors  affecting the consumers decision of visiting the retail post shop.