The Factors Related to Consumers’ Purchasing Behavior on the Convenience Stores and the Traditional Retail Stores in Thasala District, Nakhon Si Thammarat Province

Abstract

This independent study had the main objective to examine the personal factors and viewpoints of the consumer about marketing mixs and retailers which relate to consumers’ purchasing behavior on the convenience stores and the traditional retail stores in Thasala District, Nakhon Si Thammarat. This research applied the data collected from 500 samples.

The results of this research show that most of consumer’s the convenience stores were females with bachelor’s degree while most of consumer’s the retail stores were males with the lower’s degree. Most consumer of both stores were 21-30 years old, single, student and college student with compensation less than 10,000 baht. The purchasing behavior analysis found that the consumer of the convenience stores preferred buying snacks and foods, purchasing more 6 times per week. While the consumer of the traditional stores preferred buying the daily appliance, purchasing 3-4 times per week. The main reason of most consumers is the convenience to shop and the consumer decided by themselves. The purchasing time was during 12:01AM. - 06:00PM, spending 50-100 baht per time, paying in cash, arriving by a private car.

The result found that the personal factors relate to consumer’s purchasing behavior of the convenience stores. By the way, marketing mixs and retailers relate to consumer’s purchasing behavior completely, except prices and amounts of purchasing per time. On the other hand, the result found that the personal factors relate to consumer’s purchasing behavior of the traditional retail stores. Additionally, marketing mixs and retailers relate to consumer’s purchasing behaviors of the traditional retail stores, excluding the frequency of purchasing by consumers and journey. The result was based on the significant statistical error at 0.05 acceptance.